Physical Appearance in Public Speaking

Physical Appearance in Public Speaking

  • Submitted By: zoolalala
  • Date Submitted: 03/07/2009 9:02 AM
  • Category: Psychology
  • Words: 5690
  • Page: 23
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Physical Appearance in Public Speaking

Appearance Stereotypes and Candidate Charisma
Margaret Ann Curran
Weber State University
## email not listed ##
James N. Schubert
Northern Illinois University
## email not listed ##
Abstract: Charisma, as an important political construct, has been driven by the decline of
parties, the 24/7 TV news cycle, and especially the decisive role of independent voters in
swing states. Simultaneously, theory and research in cognitive neuroscience and
evolutionary psychology offer increasingly hard evidence that facial physical appearance
plays a significant and substantial role in social perception and behavior. We use ANES
feeling thermometer data to generate observations on candidate charisma and effects on
partisan response. The results, although not significant, yield beta coefficients that reveal
a pattern of substantive appearance effects. Notably within the range of sampling and
measurement error, facial neoteny coupled with a prominent jaw appears to enhance
partisan response. Physical appearance had far stronger effects on the emotional
responses of leaning independents. Candidates with average faces, smaller eyes and
prominent cheekbones received warmer than expected ft ratings.

Candidates’ personal characteristics were prominently featured in commentary
and media coverage of the 2004 Democratic presidential primary election process.
Following Howard Dean’s infamous and media-hyped scream after the Iowa caucus,
attention focused on Edwards’ charismatic appeal and Kerry’s lack thereof. In the
aftermath of the Democratic Convention, Bush alluded to this contrast in the ticket as he
conceded that Edwards was “prettier” than Dick Cheney. Arguably, Kerry selected
Edwards not only to add regional balance but also charismatic appeal to the Democratic
ticket. Although it appears unlikely that the 2004 fall phase of the election cycle will be a
replay of the personality politics...

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