The NLP approach interprets people on three different levels: verbal, referring to the words spoken, i.e. the content expressed; paraverbal, referring to how the words are expressed, i.e. tone of voice, speed, rhythm; finally, non-verbal, i.e. everything that pertains to the expressive sphere in a broad sense: gestures, facial expressions, clothing. Taking into account the different roles played in managing the Covid-19 emergency, we have analysed the communication styles of Angelo Borrelli, Domenico Arcuri, Giulio Gallera, Luca Zaia and Vincenzo De Luca below.
Angelo Borrelli, head of the Italian Department of Civil Protection
style analysed during the Department’s daily press conferences
Reporting style
Verbal: the content communicated is mostly numerical reports, limited to scientific evidence. Even when replying to journalists, he often says “I know I don’t know” and, in this case, he constantly turns to the consultant accompanying him at the time.
Paraverbal: his facial expression denotes a muffled, potentially rational approach to the situation. His eyes sometimes reveal some dismay, especially following certain questions, but the verbal content has always contained the reaction. Genuine rhythm and a relatively flat and neutral tone of voice.
Non-verbal: formal approach, reflected also in his clothing, limited to the minimum gestures possible, controlled appearance.
Domenico Arcuri, Extraordinary Commissioner for the Covid-19 emergency
style analysed during the press conferences held in April 2020
Incisive style
Verbal: use of metaphors and vivid rhetorical figures have allowed this figure to appear less than others, but in an authoritative way, especially as he speaks using language that is easy to understand and gets straight to the point.
Paraverbal: he has a peremptory tone and a slow rhythm, placing a lot of emphasis on the words spoken. His eyes are expressive and, even when reading, he often stops and looks at the audience who is physically in front of him, without looking for the cameras.
Non-verbal: his low-shoulder approach seems to reflect the weight carried with this role, he keeps gestures to a minimum and wears simple clothing.
Giulio Gallera, Regional Minister for Welfare in Lombardy
style analysed during the daily press conferences for the Lombardy Region
Easy-going style
Verbal: language proficiency, also regarding technical terms, although he does sometimes make the mistake of using acrostics without explaining them, narrative ability.
Paraverbal: a level-headed approach, friendly expression, clear expressiveness.
Non-verbal: gestures among the most evident, albeit in the right way. Formal clothing, dressed in a suit and tie most of the time.
Luca Zaia, President of the Veneto Region
style analysed during the press conferences of the Veneto Region
Sincere style
Verbal: the words chosen are extremely defined, simple and informal, continually tending towards concrete facts.
Paraverbal: diversified rhythm, strong tone and spontaneous emphatic pauses.
Non-verbal: his face is often contrite, with an expression that fully reflects his verbal speech, seeking determination and wanting to get the message across that he does not allow for compromises.
Vincenzo De Luca, President of the Campania Region
style analysed during the press conferences of the Campania Region
Authoritarian style
Verbal: transparent words, often making use of colloquial phrases. His speeches are particularly emphatic at the beginning and at the end, using vivid expressions.
Paraverbal: slow rhythm with constant pauses, speaking quieter and louder when stating keywords.
Non-verbal: he keeps gestures to a minimum and his eyes are particularly expressive, especially considering his physical rigidity, as he stares at the camera as if looking directly into the eyes of every citizen. He always has an extremely formal, refined and elegant appearance.
The diversity of the various forms of expression and the resulting communication styles are limited to the context of the events and, for some figures, to specific moments in time during the emergency. It should nonetheless be taken into consideration that it is precisely the management of numbers and information to be communicated, often dramatic during this emergency, that can genuinely highlight even the most strategically trained person. We would also like to conclude by anticipating the main objection to the NLP approach, namely that the purely verbal level only counts for a few percentage points as part of a communication exchange. This is true in quantitative terms, but in qualitative terms, especially in an emergency situation, it is essential that verbal content is clear, certain and measured. Substantially, communicating few, but precise and real, pieces of information means being professional. In this regard, all of the styles analysed, despite being very different from each other, have all shown that they are aiming for quality information.
