KEY CONCEPTS

Candidates should be able to: Outline examples of body language as a form of non-verbal communication; Outline examples of facial expressions as a form of non-verbal communication.

During face to face communication, 7% of the message is conveyed through words, 38% is revealed through tone of voice and 55% is through non-verbal communication (e.g. gestures, facial expressions, posture etc.). The last and biggest aspect is what we are interested in.

Non-Verbal Communication =

Body Language =

Posture = involves the whole body and is a good signal of general attitude. Task: Describe examples of two different postures and what this might signal

Gestures = specific actions with our hands or armsTask: Give examples of three different gestures and what they mean

Proxemics = the distance that people stand from each otherTask: What are the different proxemic zones?

Touch = a great deal can also be communicated through how and where touch is usedTask: Give examples of the types of touch and what this might indicate.

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Facial expressions communicate emotional states and attitudes.

Task: Label the six facial expressions that can be reliably identified.

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CORE THEORY: SOCIAL LEARNING THEORY (SLT)

Candidates should be able to: Explain the role of observation and imitation in the learning of non-verbal

behaviour; Describe the role of reinforcement and punishment in learning non-verbal

behaviour; Describe cultural variations in non-verbal behaviour; Explain the criticisms of the social learning theory of non-verbal behaviour.Task: Match up the key terms of social learning theory (SLT)

Task: Fill in the gaps to help explain how SLT can explain cultural variations in NVC.

Social learning theory is able to explain cultural ____________________ in non-verbal communication (NVC). This is because individuals ____________________ people in their own ____________________ and culture when communicating with them. They then ____________________ the behaviours that they see more frequently or more easily. A person may then be either ____________________ for communicating as expected, following the cultural norms and leading to ____________________ of the behaviour, or they may be punished (e.g. ____________________ or ridiculed) if they behave in a way not accepted in their ____________________.

COMMUNITY * CULTURE * IGNORED * IMITATE * REPETITION * REWARDED * OBSERVE *VARIATIONS

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SOCIAL LEARNINGBehaviour is strengthened if the response is positive.

With NVC, this would make us do the same thing again and make it a habit.

OBSERVATIONHow a person’s behaviour with, towards and around

others develops as a result of observing and imitating others, both consciously and

unconsciously

IMITATION Negative consequences following an action. With NVC, this would stop us repeating a behaviour.

REINFORCEMENTREINFORCEMENTCopying the behaviour of someone we have observed. Usually someone who is loved or

admired.

PUNISHMENT To watch someone with the purpose of learning about behaviour

Task: Explain the three limitations for this theory

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ALTERNATIVE THEORY: EVOLUTIONARY THEORY

Candidates should be able to: Explain evolutionary theory as an alternative theory, with specific reference to

survival and reproduction.

Task: Fill in the gaps to give

Evolutionary theory argues that human beings and other animals behave ____________. It is natural and instinctive for animals to want to ____________ long enough to pass on their ____________. Therefore, over time, humans and other animals have ____________ to pass on behaviours that help them to survive and reproduce.

Task: Complete the table by giving two examples of behaviours that have evolved and give us an advantage in either survival or reproduction.

Feature of Evolution Example Behaviour

Surv

ival

Repr

oduc

tion

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CORE STUDY: YUKI ET AL. (2007)

Candidates should be able to: Describe Yuki et al.’s experiment into cross-cultural differences in interpreting

facial expressions. Outline limitations of Yuki et al.’s study.

Task: Highlight this model answer, picking out the key information.

Outline (AO1):

Yuki et al. (2007) wanted to test whether different cultures pay attention to different facial cues when interpreting emotions. 118 American students and 95 Japanese students completed a questionnaire where they were required to rate emoticons (computer generated facial expressions) for happiness on a scale of 1 (very sad) to 9 (very happy). It was found that Japanese students gave higher ratings to faces with happy eyes, whereas American students gave higher ratings to faces with happy eyes. From this Yuki et al. concluded that there are cultural differences in how emotions are interpreted in faces.

Evaluate (AO2):However, there are a number of limitations with this study. Firstly, it is thought to lack ecological validity since emoticons were used instead real faces. Therefore the findings cannot be generalised to real life interactions. Another limitation is that the scale used is thought to be too simplistic and recognising emotions is thought to be a complex process. Therefore, can it be measured in such a simple way? A final criticism is that the sample used was only students, and therefore a narrow age range. It may be that older or younger people use different facial cues to interpret faces.

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APPLICATION: SOCIAL SKILLS TRAINING (SST)

Candidates should be able to: Explain how psychological research relates to social skills training e.g.

rehabilitation of criminals, customer service training, managing conflict by managing body language.

The study of non-verbal communication has led to a better understanding of how people interact socially and has helped to identify what makes people better in dealing with others. An important issue to have come out of all the research into body language is social skills training (SST). This works on the assumption that non-verbal communication is learnt, as argued by the social learning theory.

Rehabilitation of OffendersProbation teams working with offenders have used social skills training. The theory is that by teaching offenders new ways of communicating (including use of body language, gestures and facial expressions), they will be able to manage difficult situations more effectively in the future.

Task: Explain the four main stages in social skills training:

Question: Is social skills training effective in rehabilitating offenders? Explain your answer

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Managing Conflict by Managing Body Language

Question: Which professions are more likely to need to manage conflict? Why?

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Question: What kinds of non-verbal communication would be taught? Give examples explaining why they will help in managing conflict. ?

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Customer Services TrainingThere are many jobs that involve working with the public. This is always about managing conflict but also about creating a good impression and giving people a good service. This is particularly important when workers come face-to-face with their customers, such as in retail, catering and leisure industries.

Question: What makes good customer service?

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Social skills training for employees wanting to improve their customer services may involve...

• Non-verbal communication – e.g. positive body language, appropriate personal space etc.

• Confident voice, expressive tone and professional language• Active listening skills and eye contact• Building rapport e.g. mirroring• Keeping calm under pressure, managing conflict with aggressive or awkward

customers

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TEST YOURSELF1. What is the definition of non-verbal communication?2. What is the definition of body language?3. Give examples of body language4. What are the six facial expressions that can be reliably identified?5. What is the definition of social learning theory?6. What is the definition of observation?7. What is the definition of imitation?8. What is the definition of role models?9. What effect does reinforcement have on behaviour? Give examples of possible

reinforcement.10.What effect does punishment have on behaviour? Give examples of possible

punishments?11.How is SLT able to account for cultural differences in non-verbal communication?12.Humans have evolved to pass on genes that help them to do what?13.Give two examples of non-verbal communication that has evolved to aid survival14.Give two examples of non-verbal communication that has evolved to aid

reproduction15.What was the aim of Yuki et al.’s (2007) study?16.How many American and Japanese students took part in Yuki et al.’s study?17.Define emoticon18.What cue did Japanese individuals use to interpret facial features?19.What cue did American individuals use to interpret facial features?20.What was concluded from this study?21.Why can the sample used in this study by criticised?22.Why is this study thought to lack ecological validity?23.What is wrong with the scale used in this study?24.What is the application from non-verbal communication research?25.What are the four steps in social skills training?26.How successful is social skills training in rehabiliting offenders?27.Give examples of professions that may need social skills training in managing

conflict by managing body language.28.What kinds of non-verbal communication would be useful in managing conflict?29.What makes good customer service?30.What might be included in the social skills training for employees wanting to

improve their customer service skills?

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