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Leader's growl

01.02.2015

Which leader is better perceived by the people - growling like a tiger or shouting slogans in a sonorous voice? It depends on cultural preferences. However, the meaning of the speech may not matter. People determine what kind of leader is in front of them, an authoritarian or a technocrat, by the sound of the voice.

Such a study was conducted by Rosario Signorello of the University of California at Los Angeles, and the idea appeared due to a metamorphosis that happened to the former leader of the Italian League of the North, which advocates the secession of Padania - Umberto Bossi. In 2004, he had a stroke, after which the speech of the politician changed. Ironically, although his beliefs and practices remained the same, voters began to perceive him differently. If earlier in their eyes Bossi was an authoritarian tyrant, then after the blow he began to be perceived as a completely competent person (by the way, it was the popularity of the League of the North that more than once led to the victory of Silvio Berlusconi's party, in Italy he is called "pinocchio" for cunning manipulations, which can be freely translated as "master of the puppet theatre").

Signorello carried out the delexization of speeches - he removed the words from the records, leaving only the overflow of the voice, and tested it on volunteers. Everything turned out as he expected: it was the reduction in overflows in Bossy's speeches that led to a change in attitude towards him. A similar procedure was carried out with the votes of Portuguese and French politicians. The result turned out to be the same: if the main frequency of the voice is low, there are many overflows - the leader is perceived as an authoritarian. If he speaks in a relatively high voice, then the listener unconsciously concludes that it is possible to agree with this person that he will not put pressure on the person.

Signorello comes to the conclusion that the Italians still prefer leaders with authoritarian voices, while the French, on the contrary, do not like them: Francois Hollande is a typical representative of the speakers they like.

Unfortunately, Signorello also did not take into account speech defects, otherwise we might have learned about the magic of light grazing. However, the researcher's interest has now shifted to the voices of non-human primates.

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