It has long been recognized that only a tiny proportion of a speech's impact depends on its content: approximately 7% according to the work of Professor A. Mehrabian and other experts, who conducted studies on this subject since the 1960's.
On the other hand, non-verbal communication accounts for more than 93% of the effectiveness of a speech: 55% for facial expressions and 38% for paralinguistic elements (voice, intonation, gestures, posture, etc…).
In our modern societies where the images of politicians receive high exposure, politicians have quickly come to understand that a frank smile and a confident, relaxed attitude are worth more than a great speech. That facial expressions and hand gestures make all the difference. This is what ethologists have been demonstrating over the last decades.
Documentary: Charisma in politics - the body language of politics
Directed by: Thierry Berrod
Production: Mona Lisa
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