How body language is perceived during American presidential debates : a comparison between Western cultures and Maltese millennial University students

Abstract

Following the first televised debate in 1960 between Richard Nixon and John F. Kennedy, politicians started giving importance to not just their verbal speech, but also to their body language during a debate. This study asks in what ways Maltese Millennial University students perceive body language during American Presidential debates, and how these perceptions compare with the Western cultures that the said group forms part of and is so heavily influenced by. To answer the underlying proposition behind this study, focus groups were conducted in order to explore the Maltese Millennial University students’ views on important body language perceptions like the Nixon versus Kennedy debate, facial displays of emotions, and expectancy violations. Following thorough research on the body language perceptions of Western cultures, the perceptions of the two groups were compared in order to gain a better understanding of the similarities and differences between the above-mentioned groups. What transpired from the study is that although some of the body language perceptions of the two groups are similar, the Maltese Millennial University students tend to prefer politicians who show body language traits of honesty and authenticity over politicians who have better body language yet seem to be acting out for the camera. Because of this, the target group can at times forgive certain body language shortcomings as long as a politician is perceived to be sincere and relatable.