In some people, various gestures accompany their speech, especially in public figures who frequently give speeches or express opinions publicly. This may be a natural inclination, but it could also be intentional, aiming to help others better understand the intended message. Research has now found that using gestures while speaking can make the speaker appear clearer, more capable, and more persuasive to the audience.
The Assistant Professor of Marketing at the University of Southern California, Giovanni Luca Cascio Rizzo, wrote in The Conversation that he analyzed thousands of TED talks and conducted controlled experiments to examine how gestures influence communication, leading to this conclusion.
Rizzo noted that growing up in Italy, gestures were almost like a second language in the local culture. Now living in the United States, he has realized that the ways and frequencies of using gestures while speaking vary significantly across different cultures. However, regardless of the context and culture, one common factor is that people tend to use gestures while communicating.
So, does using gestures truly enhance communication effectiveness? Rizzo stated that the brief answer is “Yes,” but the condition is that these gestures should intuitively convey your message. These actions, as referred to by researchers, are called “illustrators.”
For instance, when talking about a far distance, one might spread their hands wide. When describing fluctuations in market demand, gestures resembling the shape of waves might be used.
To conduct a large-scale study on gestures, Rizzo and his team utilized artificial intelligence (AI) tools to analyze over 200,000 video segments from more than 2,000 TED talks. These tools meticulously analyzed each frame, categorizing the gestures. They also carried out controlled experiments where participants rated entrepreneurs pitching products.
Both instances yielded similar results. In the AI-analyzed TED talk segments, speakers who used supportive gestures received higher audience ratings, reflected in the number of “likes” the videos obtained. In the controlled experiment, 1,600 participants believed that speakers employing supportive gestures appeared clearer, more professional, and more persuasive.
Rizzo discovered that gestures provide the audience with a visual shortcut to understand the speaker’s intended meaning. They make abstract concepts more tangible, aiding listeners in mentally constructing the content being conveyed, thus making it easier to comprehend the message.
He also found that when people find certain concepts easier to understand, they tend to perceive the speaker as more capable and persuasive.
However, not all gestures are helpful. Actions that do not align with the message are pointless, such as random waving, fidgeting, or pointing at surrounding objects. In some cases, these gestures may even detract from attention.
Rizzo mentioned a practical tip – focus on clear communication rather than choreographing movements. Consider how your hands naturally express your message, emphasizing size, direction, or emotions, allowing them to move purposefully.
He stated that his research explores how individual gestures complement verbal communication. His next step is to understand what enables speakers to effectively use their voice, ultimately communicating effectively through all channels, including how gestures integrate with voice, facial expressions, and body movements.
Silvia Bonaccio, Associate Professor of Management at the University of Ottawa, previously mentioned that people sometimes convey messages through non-verbal language, such as gestures. These non-verbal actions, though seemingly simple, can convey powerful messages and serve various functions.
In a study on non-verbal communication in the workplace, Bonaccio revealed five main functions of non-verbal communication, including revealing personal attributes through non-verbal behavior, asserting authority, encouraging others to follow your leadership, fostering harmonious relationships, and expressing emotions.