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

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).