Analyzing the influence of physical posture on audience perception in mass media presentations
Abstract
Non-verbal communication, especially physical posture, affects audience perception. From a cellular and molecular biomechanics angle, different postures may trigger unique intracellular responses. Upright or leaning forward postures might activate neural pathways that enhance neurotransmitter release related to positive perception. In contrast, a slouched posture could disrupt normal cellular signaling, potentially leading to a less favorable audience perception. This study explores the impact of four postures on audience views in a media setting, aiming to offer data on how posture shapes key perceptions and provide valuable insights for Mass-media Presentations (MMP), despite limited prior research on this aspect. A within-subject experimental design was employed, with 34 participants observing media presentations under four posture conditions. Posture was the independent variable, while credibility, trustworthiness, engagement, and authority were the dependent variables. Data were collected using surveys, posture monitoring devices, and eye-tracking data. Statistical analyses, including Analysis of Variance (ANOVA) and paired t-tests, were conducted to determine significant differences between posture conditions. Upright and leaning forward postures were associated with the highest audience ratings for credibility, trustworthiness, engagement, and authority. Slouched posture consistently led to the lowest ratings across all measures. The ANOVA results revealed significant differences in perceptions of engagement (F = 10.21, p = 0.0008) and credibility (F = 8.67, p = 0.0013). Paired t-tests and post-hoc analyses confirmed that upright posture significantly outperformed slouched posture across all metrics, with large effect sizes (Cohen’s d > 1.0). Posture significantly influences audience perceptions in mass media presentations. Upright and leaning forward postures enhance credibility, trustworthiness, engagement, and authority, while slouched posture diminishes these perceptions. These findings provide practical insights for media professionals, suggesting that careful attention to posture can improve the effectiveness of media presentations. Future research could investigate how gestures and facial expressions interact with these cellular and molecular mechanisms to shape audience engagement.
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