FEMININE VS. MASCULINE GESTURAL MARKETING. CASE STUDY: THE FRENCH PRESIDENTIAL DEBATE ON MAY 2, 2007

Abstract

The gestures of presidential candidates can have an important contribution to the shaping of their mediatized image, together with the other components of nonverbal communication as well as together with words. Even more, gestures can have an impact on the evaluation made by a part of the electorate concerning the candidates. Starting from the functions of gestures in which the raised index finger is involved, as established by Geneviève Calbris (1979), we will endeavour to conduct a comparative analysis of the co-verbal gestures made by the two candidates to the presidency of France, Ségolène Royal and Nicolas Sarkozy, during their debate on May 2 2007. The identification of these functions does not include the gestures made with the index finger in combination with other facial components, as well as the gestures where the index finger describes lines drawn in space. The article uses as a research method the contents analysis of these gestures and is based on a scheme of categories that comprises the following indicators: designation/localization, important declaration, (drawing) attention to oneself, uniqueness, reference, refusal/negation, opposition/objection, threat/warning, or accusation.