Unveiling the Power of Multimodal Communication: A Guide to Social Influence

Renowned authors Isabella Poggi and Francesca D’Errico delve into the fascinating realm of social influence, power, and multimodal communication in their latest book. This insightful publication explores how democratic leaders and dictators alike leverage the potency of multimodal communication to persuade and seduce their audiences.

The Anatomy of Charisma: Uncovering the Secrets of Effective Leadership

Ever wondered what makes a leader charismatic? Poggi and D’Errico investigate this intriguing question, revealing how politicians display dominance over opponents, discredit them in TV debates and social media, and ultimately, how they wield power over others. By examining the intricacies of social interaction through a sociocognitive model, the authors provide a nuanced understanding of the rhetoric of words, hands, and faces, and how to look beyond their literal meanings.

The Persuasive Power of Multimodality

Through a combination of observational studies and experiments, the book demonstrates how multimodality is used to influence and persuade others. By exploring the devices of social influence, including displays of dominance, comments, insults, irony, ridicule, and parody, readers gain valuable insights into the subtle yet inexorable ways people exercise power over others through body language and verbal communication.

A Valuable Resource for Students, Professionals, and Anyone Curious About Social Influence

This illuminating text is an indispensable resource for students of psychology, communication, pragmatics, and political sciences, as well as school teachers, politicians, spin doctors, active citizenship workers, and anyone seeking to understand the complex dynamics of social influence in politics and everyday life.

Published by Routledge in 2022, this 290-page hardcover volume is a must-read for anyone interested in uncovering the secrets of effective communication and leadership. With its well-researched and engaging content, this book is sure to captivate readers and provide them with a deeper understanding of the intricate web of social influence.

ISBN-10: 0367465264 | ISBN-13: 978-0367465261