Pewnie nie raz już słyszeliście o obaleniu mitu, że treść to tylko 7% komunikatu. Pomijając to, że wyniki eksperymentu zostały uogólnione na różne konteksty komunikacyjne oraz to, że w oryginalnym doświadczeniu chodziło o uczucie sympatii do mówiącego i o to, że jeśli komunikat werbalny nie był spójny z niewerbalnym to ludzie ufali bardziej niewerbalnemu (nic dziwnego, nieprawdaż?) to ostatnimi czasy natrafiłem w sieci na mnóstwo wpisów „demaskujących” ów mit. W konkluzjach pojawia się często teza, że komunikacja niewerbalna to „bullshit” wymyślony przez trenerów rozwoju osobistego, którego najlepiej zakazać, itd., itp.
Więc trochę na przekór chciałem dziś podzielić się badaniem, w którym pokazano coś bardzo ważnego dla siły przekazu i budowania zaufania u odbiorcy. Doktor Eryn Newnam ze School of Psychology na Australian National University od paru lat prowadzi wraz ze swoim zespołem badania w obszarze „fake news” i mechanizmów rozprzestrzeniania się fałszywych informacji w mediach (ze szczególnym uwzględnieniem Internetu). W badaniu opublikowanym w kwietniu 2018 roku (a więc świeżynka!) wraz ze swoim zespołem wykazała, że kiedy ludzie oceniają wiarygodność informacji, większość z nich dokonuje oceny w oparciu o to, co czuje. Przykro mi, ale wychodzi na to, że aby podjąć decyzję, czy mówiący ma faktycznie coś wartego powiedzenia czy bredzi, większość ludzi nie wsłuchuje się w słowa, nie dokonuje logicznego rozbioru zdania, wnioskowania, nie używa brzytwy Ockhama i logiki formalnej, tylko po prostu sprawdza, czy słuchając mówiącego czuje się ok czy nie.
W eksperymencie uczestnicy odsłuchiwali naukowców występujących na konferencjach, a potem mieli ocenić wagę i wiarygodność ich badań. Pierwsza połowa miała dźwięk w wysokiej jakości, druga w niskiej. Okazało się, że ci, których wystąpienia puszczono w gorszej jakości, zostali ocenieni jako mniej inteligentni, a ich badaniom przypisano mniejsze znaczenie.
W drugiej fazie eksperymentu prezentowano programy z audycji radiowych poświęconych nauce. Okazało się, że nawet jeśli podana została afiliacja, tytuły i osiągnięcia naukowe, to naukowcy, występujący w audycjach, których jakość dźwięku była niższa byli gorzej oceniani niż ci, których zaprezentowano w jakości wysokiej. Aha!
No to teraz odpowiedzmy sobie na pytanie, czy warto przykładać wagę do dobrej komunikacji na poziomie niewerbalnym?
PS. Jeśli tak, to spójrz poniżej. Na szkoleniu Praktyk NLP uczymy #NLPbezściemy, a pierwsze dwa moduły poświęcamy komunikacji (werbalnej, niewerbalnej, błędom poznawczym, zniekształceniom, barierom komunikacyjnym i temu jak się bronić przed manipulacją).
- Artykuł oryginalny dla dociekliwych:
- Newman, E. J., & Schwarz, N. (in press). Good sound, Good Research: How the audio quality of talks and interviews influences perceptions of the researcher and the research. Science Communication
- Warto zajrzeć także do innych artykułów tej badaczki, zwłaszcza jeśli macie wybrać nick na jakieś forum 🙂
- Silva, R., Chrobot, N, Newman, E. J., Schwarz, N., & Topolinski, S. (2017). Make it Short and Easy: Username Complexity Determines Trustworthiness Above and Beyond Objective Reputation. Frontiers in Psychology, 8, 2200.
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