O método de José Sócrates

: um estudo de comunicação não-verbal

Abstract

Since early age that Man has improved his talent to communicate, varying the channels and the means. His body came to be recognized as an effective and powerful instrument of communication and the mastery of non-verbal language has been acquiring more significance. The discussion involving the cogency of the non-verbal language is permanent, but it is known nowadays that the current leader has to be able to communicate, wherever he is and whoever he addresses to. If we take into account the political sphere this factor becomes even more relevant. The Method of José Sócrates: a nonverbal language study, analyses eight dimensions of the communication: eyebrows, mouth, smile, head, torso, eye gaze, gestures and clothing. From the analysis of four interviews of José Sócrates, when filling the post of Prime Minister, 4871 movements were annotated, through the ELAN program. The Method of José Sócrates arises the comparison of the analysis results with the literature and yields a nonverbal communication standard, on television, divided in three key moments: the preparation, the interview and the controversy. The interviews with Irina Golovanova and José Sócrates support the hypothesis that The Method of José Sócrates can be seen as a communication style, however, the theoretical and empirical analysis demonstrate that we can considerate a method, composed by a mix of confidence, certainty and aggressiveness. The Method of José Sócrates is a model of non-verbal communication that can serve as an example for all who already are, or aspire to be, in politics and want to communicate effectively in television.

Date of Award	6 Jun 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)