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Charismatic Speech

Charismatic Speech. Andrew Rosenberg Spoken Language Processing 4/27/04. Overview. Background Previous Work Speech Study Text Study Conclusion & Future Work. Overview. Background What is charisma? Does charismatic speech exist? Charismatic Speech vs. Emotional Speech

sydney-munoz
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Charismatic Speech

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  1. Charismatic Speech Andrew Rosenberg Spoken Language Processing 4/27/04

  2. Overview • Background • Previous Work • Speech Study • Text Study • Conclusion & Future Work

  3. Overview • Background • What is charisma? • Does charismatic speech exist? • Charismatic Speech vs. Emotional Speech • Why study charismatic speech? • Previous Work • Speech Study • Text Study • Conclusion & Future Work

  4. Background - What is charisma? (What do I mean by charisma?) • Not “closed door” charisma. • Rather, political (or religious) charisma • The ability to attract, and retain followers by virtue of personality as opposed to tradition or laws. (Weber) • E.g. Ghandi, Hitler, Che Guevara. • Charismatic speech: Speech that encourages listeners to perceive the speaker as “charismatic”.

  5. Background - Is there such a thing as charismatic speech? • Pro: • Potential charismatic leaders must communicate with would-be followers. • Charismatic leaders have historically had a particular gift at public speaking • Hitler, MLK Jr., Castro. • Con: • Charisma as a relationship between leader and followers. • The mythologizing of a charismatic leader extends beyond public address.

  6. Background - Charismatic speech vs. Emotional speech • Similarities • Paralinguistic phenomena. • Not represented the traditional syntax-semantics-pragmatics paradigm. • Can be studied in the same way via perceptual studies • Differences • Charisma is not a “speaker state”. • Social context of charisma. • Personal attitudes towards charisma.

  7. Background - Why study charismatic speech? • General scientific interest. • Feedback system for politicians and academic instructors. • Identification of potential charismatic leaders • Automatic generation of “charismatic-like” speech

  8. Overview • Background • Previous Work • C. Tuppen, “Dimensions of Communicator Credibility: An oblique solution.” • A. Hamilton & B. Stewart, “Extending an Information Processing Model of Language Intensity Effects” • Speech Study • Text Study • Conclusion & Future Work

  9. Previous Work - Tuppen • Christopher Tuppen, “Dimensions of communicator credibility: An oblique solution”, Speech Monographs(41), 1974. • 101 subjects read a booklet containing ten character sketches. • Student, professor, ad exec, farmer, unethical businessman, doctor, ret. Army officer, man of religion, hippie, tv personality. • Topics: how much sleep you need, marijuana and health, duration of US envolvement in SE Asia, and tuition at State Colleges. • The subjects rated each communicator on 64 scales. • 28 bipolar adjective, 36 seven-point Likert scales.

  10. Previous Work - Tuppen (2) • The subject ratings were grouped using “cluster analysis” • Cluster 1: “Trustworthiness” • Trustworthy, honest, safe, dependable, reputable, etc. • Cluster 2: “Expertise” • Qualified, skilled, informed, experienced, etc. • Cluster 3: “Dynamism” • Bold, active, aggressive, strong, emphatic, etc.

  11. Previous Work - Tuppen (3) • Cluster 4: “Co-orientation” • Created a favorable impression, stood for a group whose interests coincided with the rater, represented acceptable values, was someone to whom the rater would like to listen. • Cluster 5: “Charisma” • Convincing, reasonable, right, logical, believable, intelligent, whose opinion is respected, whose background is admired, in whom the reader has confidence.

  12. Previous Work - Hamilton & Stewart (1) • M. Hamilton & B. Stewart, “Extending an Information Processing Model of Language Intensity Effects”, Communication Quarterly (41:2), 1993 • “How forceful should my language be in order to maximize my social influence?” • I.e., what is the relationship between language intensity and persuasion.

  13. Previous Work -Hamilton & Stewart (2) • Intensity is expressed by manipulating two language features: emotionality and specificity. • Emotionality: degree of affect present in the language. Ranges from stolid displays to histrionics. • Specificity: degree to which precise reference is made to attitude objects. • Attitude change is a product of message discrepancy, perceived source credibility and message strength. a - attitude, f - force, s - source credibility d - discrepancy, c - counterargument  - impact parameter

  14. Previous Work -Hamilton & Stewart (3) • 518 subjects presented with a “persuasive message” with manipulated intensity. • The message’s language was evaluated on 11 terms using a 7-point bipolar adjective scale. • Intense, strong, active, extreme, forceful, emotional, vivid,vigorous, powerful, assertive, potent • Perceived source competence, trustworthiness and dynamism were assessed.

  15. Previous Work -Hamilton & Stewart (4) • Correlations between subject ratings and manipulated features were calculated using a causal modeling program, PATH. Extremity of position .42 “charisma sequence” -.32 Manipulated intensity Perceived intensity Source dynamism Source competence Source trustworthiness .64 .78 .52 .73 -.18

  16. Overview • Background • Previous Work • Speech Study • Questions • Description • Results • Text Study • Conclusion & Future Work

  17. Speech Study - Questions • Do subjects agree about what is charismatic? • What do subjects mean by charismatic? • What makes speech charismatic?

  18. Speech Study - Description • Subjects: Friends and colleagues, no incentive • Interface: Presentation of 45 short speech segments (2-30secs) via a web form • Dependent variables: 5-point Likert scale ratings of agreement on 26 statements. • Duration: avg. 1.5 hrs, min 45m, max ~3hrs

  19. Speech Study - Description • Interface • http://www1.cs.columbia.edu/~amaxwell/survey/

  20. Speech Study - Description • Materials: 45 tokens of American political speech • Speakers: 9 Candidates for Democratic Party’s nomination for President • Clark, Dean, Edwards, Gephardt, Kerry, Kucinich, Lieberman, Mosley Braun, Sharpton • Topics: Postwar Iraq, Healthcare, Bush’s Tax plan, Reason for Running, Content-Neutral

  21. Speech Study - Description • Example Tokens: • 1. • 2. • 3. • 4.

  22. Speech Study - Results • Inter-subject agreement • Using the weighted kappa statistic with quadratic weighting, mean kappa was 0.213 • Inter-subject agreement by token • No significant differences across all tokens • Inter-subject agreement by statement • The individual statements demonstrate significantly different agreements

  23. Most consistent statements Charisma: 0.224 (8th) Least consistent statements Speech Study - Results

  24. Speech Study - Results • Statement Co-occurrence • Using the kappa statistic determined which pairs of statements were most closely correlated with the charismatic statement.

  25. Speech Study - Results • Speaker Influence • There is a significant difference between speakers (p=1.75e-2) • Most charismatic • Rep. Edwards (3.73) • Rev. Sharpton (3.40) • Gov. Dean (3.32) • Least charismatic • Sen. Lieberman (2.38) • Rep. Kucinich (2.73) • Rep. Gephardt (2.77)

  26. Speech Study - Results • Genre Influence • The tokens were taken from debates, interviews, stump speeches, and a campaign ad • Stump speeches were the most charismatic. (3.28) • Interviews the least. (2.90) • Topic Influence • No significant influence.

  27. Speech Study – Results • Speaker Recognition • Subjects were asked to identify which, if any, speakers they recognized at the end of the study. • Subjects rated recognized speakers (3.28) significantly more charismatic than those they did not (2.99).

  28. Speech Study - Results • Acoustic/Prosodic Properties • Min, max, mean, std. dev. F0 and intensity • Phrase dynamics • Length (seconds) • Lexical Properties • Function/Content word ratio • Pronoun density • Lexical complexity • Length (words, syllables)

  29. Speech Study - Results • Properties highly correlated with ratings of charisma: • Length. More content, more charismatic. • Min, max, mean std. dev. of F0 over male speakers • zscore of mean F0 (calculated over speaker) • Higher in pitch range, more charismatic • Mean intensity

  30. Speech Study – Results • Faster speaking rate (syllables per second) • Mean and standard deviation of normalized phrase intensity • Standard deviation of normalized maximum pitch • First person, but not second person, pronoun density • Lexical complexity (mean syllables per word)

  31. Overview • Background • Previous Work • Speech Study • Text Study • Questions • Description • Results • Comparisons to Speech results • Conclusion & Future Work

  32. Text Survey - Questions • When reading a transcript of speech, do subjects rate charisma consistently? • What do subjects mean by charisma? • Do they mean the same thing when referring to text and speech? • How does what is said influence subject ratings of charisma?

  33. Text Survey - Description • Subjects: 24 paid participants found • http://newyork.craigslist.org • “Talent gigs” section • Interface: Presentation of 60 short transcripts (words…) via a web form • Dependent variables: 5-point Likert scale ratings of agreement on 26 statements. • Duration: avg. 1.5 hrs, min 45m, max ~3hrs

  34. Text Survey - Description • Interface: • http://www1.cs.columbia.edu/~amaxwell/textsurvey/A/

  35. Text Study - Descrption • Materials: 60 of 90 tokens of American political speech • The 90 transcripts were the 45 used in the speech study, and 45 longer paragraphs • Each subject was presented with all 45 short (mean ~28 words) and a semi-random set of 15 long transcripts (mean ~130 words) • Speakers: Same as Speech Study • Topics: Same as Speech Study

  36. Text Study - Description • Examples: • Token 1:

  37. Text Study - Description • Examples: • Token 2.

  38. Text Study - Description • Examples • Token 3:

  39. Text Study - Description • Examples • Token 4:

  40. Text Study - Description • Some tokens are rated very similarly whether presented as speech or a transcript. • Example 1 always charismatic • Example 2 always uncharismatic • Others are rated very differently • Example 3 more charismatic in speech • Example 4 in text

  41. Text Study - Results • Inter-subject agreement • Using the weighted kappa statistic with quadratic weighting, mean kappa was 0.149 • Inter-subject agreement by token • No significant differences across all tokens • Inter-subject agreement by statement • The individual statements demonstrate significantly different agreements

  42. Most consistent statements Charisma: 0.134 (18th) Least consistent statements Text Study - Results

  43. Text Study - Results • Charismatic statement cooccurrence • Using the kappa statistic determined which pairs of statements were most closely correlated with the charismatic statement.

  44. Text Study - Results • Those statements that positively cooccur with the charismatic are identical in the speech and text study • Charming, enthusiastic, persuasive, convincing, passionate

  45. Text Study - Results • Speaker Influence • There is a significant difference between speakers (p=1.67e-10) • Most Charismatic: • Gen. Clark (3.61) • Sen. Kerry (3.56) • Gov. Dean (3.54) • Least Charismatic: • Sen. Lieberman (3.03) • Rep. Kucinich (3.12) • Amb. Mosley-Braun (3.23)

  46. Text Study - Results • Genre Influence • Looking at only original speech tokens, genre demonstrates a significant influence on charisma (p=9.18e-14) • Stump (3.34) and debate (3.32) above mean (3.15) • Interview below mean (2.85)

  47. Text Study - Results • Topic Influence • Topic was significantly influenced ratings of charisma (p=1.5e-10) • In speech study, topic had no impact. • Most charismatic topics: • Content Neutral/Greetings (3.64), Reason for running (3.53) mean:3.36 • Least charismatic: • Taxes (3.12), Iraq (3.22), Healthcare (3.28)

  48. Text Study - Results • Correlation of lexical properties with ratings of charisma • Function/Content word ratio • Positively correlated (p=.0058) • Pronoun density • First person very significant (p=1.4e-4) but negatively correlated. • Lexical complexity (mean syllables per word) • uncorrelated • Length • Positively correlated: words (p=5.0e-7), syllables (p=3.9e-7)

  49. Overview • Background • Previous Work • Speech Study • Text Study • Conclusion • Future Work

  50. Conclusion • “Enthusiasm, passion, charm, persuasion and being convincing” used to describe someone who they find “charismatic”. • Personal speech is considered more charismatic when heard, but not when read. • Emotion is largely insignificant to judgments of charisma. • The lexical and acoustic/prosodic properties reflect the presence of enthusiasm and passion

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