Social Influence, Power, and Multimodal Communication

Social Influence, Power, and Multimodal Communication explores how democratic leaders and dictators exploit multimodal communication to convince or seduce their audiences, using words, voice, gesture, face, gaze, and posture. Poggi and D Errico's sociocognitive model of social interaction reveals the rhetoric of words, hands, and faces, explaining how to see beyond their literal meanings. Experimental studies test their uses and persuasive effects. This text is a valuable resource for students of psychology, communication, pragmatics, and political sciences, as well as for school teachers, politicians, spin doctors, active citizenship workers, and anyone seeking to understand how communicative power is managed.

Format: Paperback / softback
Length: 284 pages
Publication date: 30 November 2022
Publisher: Taylor & Francis Ltd

Social influence, power, and multimodal communication are intricate aspects of human interaction that play a significant role in shaping our perceptions and behaviors. This captivating book delves into the strategies employed by democratic leaders and dictators alike to captivate and persuade their audiences through the use of multimodal communication. Poggi and D Errico explore the concept of charisma and how it is perceived by followers, examining how politicians use dominance displays and discrediting tactics in TV debates and social media.

Drawing from a sociocognitive framework, the authors conduct observational studies to uncover the rhetoric of words, hands, and faces, revealing the deeper meanings and persuasive effects behind these nonverbal cues. Through experimental studies, they test the efficacy of multimodal communication in influencing others and undermining power through comments, insults, irony, ridicule, and parody.

The book offers valuable insights into the devices of social influence and their multimodal management, shedding light on how people utilize body language and verbal communication to exert influence, whether consciously or subconsciously. It serves as a valuable resource for students of psychology, communication, pragmatics, political sciences, educators, politicians, spin doctors, active citizenship workers, and anyone interested in understanding the dynamics of communicative power in both political and everyday social contexts.

Weight: 452g
Dimension: 155 x 234 x 22 (mm)
ISBN-13: 9780367465278