The Role of Visual Communication in Social Exchange

Abstract

Twelve male and twelve female pairs of subjects, assuming management and union roles, engaged in a negotiation‐type task either face‐to‐face or in separate rooms communicating via a headphone–microphone link. Transcripts of their discussions were taken and analysed using Conference Process Analysis, a new system for describing the content of negotiations. It was predicted that in comparison with face‐to‐face conversations, conversations by audio link would be ‘depersonalized’ and ‘task‐oriented’. Results supported both hypotheses. In the absence of visual communication there was less praise for one's opponent and more ‘party’ references. The second hypothesis was supported by a significantly greater exchange of ‘offers of information’ in the absence of visual communication, while union representatives exchanged more ‘offers of information about their opponent's party’ by audio link than face‐to‐face. Results highlighted interesting and unpredicted differences in behaviour between the representatives of the two sides in relation to medium of communication. Taken together, the results suggest that visual communication has three main effects upon the content of exchanges: it encourages spontaneity and, hence, a more wide‐ranging discussion, while at the same time promoting the adoption of conventional role relationships by the participants.