Embodying Similarity and Difference: The Effect of Listing and Contrasting Gestures During U.S. Political Speech

Abstract

Public speakers like politicians carefully craft their words to maximize the clarity, impact, and persuasiveness of their messages. However, these messages can be shaped by more than words. Gestures play an important role in how spoken arguments are perceived, conceptualized, and remembered by audiences. Studies of political speech have explored the ways spoken arguments are used to persuade audiences and cue applause. Studies of politicians’ gestures have explored the ways politicians illustrate different concepts with their hands, but have not focused on gesture's potential as a tool of persuasion. Our paper combines these traditions to ask first, how politicians gesture when using spoken rhetorical devices aimed at persuading audiences, and second, whether these gestures influence the ways their arguments are perceived. Study 1 examined two rhetorical devices—contrasts and lists—used by three politicians during U.S. presidential debates and asked whether the gestures produced during contrasts and lists differ. Gestures produced during contrasts were more likely to involve changes in hand location, and gestures produced during lists were more likely to involve changes in trajectory. Study 2 used footage from the same debates in an experiment to ask whether gesture influenced the way people perceived the politicians’ arguments. When participants had access to gestural information, they perceived contrasted items as more different from one another and listed items as more similar to one another than they did when they only had access to speech. This was true even when participants had access to only gesture (in muted videos). We conclude that gesture is effective at communicating concepts of similarity and difference and that politicians (and likely other speakers) take advantage of gesture's persuasive potential.