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COMS 3312-7-1
Nonverbal Communication
Chapter 7
The Importance of Nonverbal Messages-The importance of nonverbal communication cannot be overstated. Mehrabian’s
estimate of 55% (Birdwhistell says 65%) of social meaning is a direct result of facial and
physical messages. And 38% of meaning comes from our paralanguage; vocal tones
but not words, themselves. The actual percentages are secondary to the fact that more
meaning comes from our nonverbal messages than from our verbal messages.
Nonverbal messages are always present when two or more people are communicating.
Receivers place primary emphasis on nonverbal messages. And when verbal and
nonverbal messages conflict we will typically put more faith in the nonverbal signal on
the belief that we have a harder time faking our nonverbal behavior than we do our
words. In short, we are better liars with words than we are with our bodies.
(Jay Heinrichs) The choice of medium can make or break a persuasive message. Say the
right thing at the right time with the right kind of nonverbal support and you greatly
increase you chances of success. Do the opposite and expect failure much more often.
Always take into consideration the factors of ethos (character), pathos (emotion), and
logos (logic) when crafting your message.

Sound is the most rational sense in regard to the speaker’s voice, although the
voice can carry a lot of ethos. When the sound is music, the element of pathos
takes over.

Smell is the sense that is most filled with pathos. Certain smells or odors can
evoke strong emotions from the very pleasant to the repugnant.

Sight leans toward the pathetic because we tend to believe what we see. And
Aristotle said that what we believe determines how we feel. But sight can
become almost purely logical when it encounters type on a page.

Touch and Taste are pathos, quite naturally.
E-mail is a medium that conveys logos for the most part with a bit of ethos on the side.
It’s very bad for expressing emotion since the audience cannot see your face or hear
your voice. The feelings become disembodied. Humor is very hard to accomplish via
this medium since timing is so much a part of humor. Avoid e-mail message heavily
laden with pathos. It is a very bad medium for emotional messages.
Seven (7) Categories of Nonverbal Communication
Any and all of these categories have the potential to affect the outcome of a rhetorical
message and the perceptions of the receivers.
1. Proxemics—refers to the way we use space in our communication. Interpersonal
distances will vary between cultures and even within cultures at times. Not only when
standing but when seated we see spatial needs exerting themselves. Logically, we
interact with those we can make easy eye contact with and those seated to our
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immediate sides. Space not only communicates a message but it also will impact
whether people will communicate with each other. Territory our possessive spaceconscious needs is also an aspect of proxemics. Consider the physical locale for a
speech…room size; seating arrangements, space between seats and speaker, etc.
2. Chronemics—how we use time when we communicate.
Our use of pauses, and
selective use of silence to send a message. Extended or frequent use of silence or long
pauses will usually cause discomfort in American culture; but not so elsewhere. Not
only pauses and silence, but time is also a major impact when we are kept waiting for a
person. Americans are not comfortable waiting beyond the scheduled starting time. The
longer we are forced to wait for someone, the less likely we will listen to them when
they arrive. Arrival time for meetings is another key aspect of this. The particular event
and the individual will dictate the proper response. Being on time for our superiors or
bosses is vital. Waiting for the boss is irritating but more accepted than waiting for an
employee or subordinate.
Violate this and you’re in trouble. Time when we
communicate is a big factor. Speaking late in the day just before a weekend is not the
same as delivering the same message at 9:00 am on a Monday morning. We can’t
always control time, but we can always adapt to it. We need to learn the best times to
get our messages out to a certain audience. Experience allows us to learn this. When to
speak to the boss; when to ask for a favor, etc.
3. Oculesics—refers to the use of eye contact in communication.
Direct eye contact
indicates interest; an absence of it indicates lack of attention or interest. Most people
are quite adept at using this nonverbal behavior; and it is closely linked to the culture
we live in. Eye contact is often used as a way to control the flow of communication;
either to encourage or discourage it. Looking at others when we finish speaking is a
clear indication that we expect them to respond in some manner.
4. Haptics—refers to the use of touch to communicate feelings and emotions. Even though
there are general trends for cultural use or expectations for touch in America, it can vary
considerably within each person. Potentially significant problems can emerge with touch
between intercultural exchanges. But Americans, as a whole, seldom touch one another.
When they do it is usually for warm, interpersonal reasons.
5. Kinesics—refers to body movement in communication. Any movement of our arms,
head, legs, etc. Often hard to control all aspects of body movement but gestures are
perhaps the most natural or innate element of kinesics. As is true for other factors of
nonverbal communication, this is also highly influenced by the culture we were raised
within. While the body does, in fact, send out many messages, they are easily
misinterpreted and can result in embarrassment is not verified before acting upon.
6. Objectics—refers to both the use and choice of objects in nonverbal communication.
Often times a very conscious choice of what we surround ourselves with to help create
our message. May be formal or informal. In Texas, politicians like to show rugged
outdoor scenes, often hunting or on horseback to create an certain image of
themselves. The clothes we wear; business attire or very casual. Sometimes can make a
big impact on our audiences. President Carter once did an FDR version of the fireside
chat while wearing a cardigan sweater. The public didn’t like it; too informal and not the
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right image the voters wanted from her Chief Executive. And the objects we hold or
have in sight can influence the audience. Pens or other items are likely to work against
us if they become the center of attention rather than our message. Bottom line: objects
can be influential so choose them wisely.
7. Vocalics—refers to the use and quality of the human voice in communication. There are
a number of elements that make up vocalics…inflection, speaking rate, pitch, quality of
voice, etc. We often make significant judgments about speakers based on the tone of
their voices. Radio DJ’s often are perceived one way only to be viewed very differently
after we see them for the first time. Speaking rate is another major aspect of this
category. A slightly more rapid rate is normally preferred as far as extroversion and
persuasion ability. But too fast can be detrimental as it becomes hard to follow and
understand. Key point to remember: the effect of voice in producing nonverbal
messages in communication is that your voice often tells more about oneself than one
really wants known. And it may often tell things that are not correct. We often see
others through their voices; sometimes accurately but oftentimes not.