Use and Function of Gestures in Persuasive Business Communication: A Contrastive Study between Spanish and English

IF 0.9 0 LANGUAGE & LINGUISTICS
Languages Pub Date : 2024-04-15 DOI:10.3390/languages9040145
A. M. Cestero Mancera, Mercedes Díez-Prados
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引用次数: 0

Abstract

This study sheds light on the types and frequencies of kinesic signs used in business pitches by entrepreneurs in Spanish and English, as well as the functions these nonverbal signs fulfil to contribute to the persuasiveness of their presentations. The corpus consists of 20 pitches (10 in each language) from two equivalent TV programs (the reality shows Dragons’ Den and Tu Oportunidad from the UK and Spain, respectively). A specific method of analysis previously developed by Cestero Mancera is used to identify signs in an inductive, qualitative way that allows us to apply a quantitative methodology to distinguish among the different subpopulations of the subjects studied (male and female presenters in Spanish and English presentations). The results show that facial gesturing is the most frequent type used by all presenters, although speakers of each language seem to have diverse preferences for the rest of the signs (head, hand and other body gestures). Kinesic signs apparently display the same pragmatic functions in Spanish and English, although they are more frequently used in Spanish (63.78% of the 784 signs found) than English (36.22%). Gender may be considered an influential factor when observed within the same language but not as a variable; furthermore, gender preferences are reversed when associated with language (i.e., female Spanish presentations display the most signs, while English presentations by females display the least; male presentations are in between these, there being more in Spanish than in English presentations).
说服性商务交流中手势的使用和功能:西班牙语和英语对比研究
本研究揭示了西班牙语和英语企业家在商业推销中使用的动感手势的类型和频率,以及这些非语言手势在增强推销说服力方面所发挥的作用。该语料库由两个对等电视节目(分别是英国和西班牙的真人秀节目《Dragons' Den》和《Tu Oportunidad》)中的 20 篇推销文章(每种语言各 10 篇)组成。我们采用了 Cestero Mancera 之前开发的一种特定分析方法,以归纳、定性的方式识别符号,从而能够应用定量方法来区分所研究对象的不同亚群(西班牙语和英语演讲中的男女主持人)。研究结果表明,面部手势是所有演讲者最常使用的手势类型,尽管每种语言的演讲者似乎对其他手势(头、手和其他身体手势)有着不同的偏好。运动手势在西班牙语和英语中显然具有相同的语用功能,但在西班牙语中的使用频率(占 784 个手势的 63.78%)高于英语(36.22%)。当在同一种语言中观察时,性别可能被认为是一个影响因素,但不是一个变量;此外,当与语言相关联时,性别偏好是相反的(即女性在西班牙语陈述中显示最多的手势,而女性在英语陈述中显示最少的手势;男性的陈述介于两者之间,西班牙语陈述中的手势多于英语陈述中的手势)。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Languages
Languages Arts and Humanities-Language and Linguistics
CiteScore
1.40
自引率
22.20%
发文量
282
审稿时长
11 weeks
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