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COGNITIVE-MATRIX ANALYSIS OF NON-VERBAL BEHAVIOURS IN A NARRATIVE ABOUT HAPPINESS
Abstract
In this article we analyse non-verbal behaviours of Russian-speaking respondents who are describing their own experiences of happiness. Non-verbal behaviours include representing gestures of different kinds. The analysis is carried out using a method of cognitive-matrix analysis which is an extension of a method that already exists, but was developed for linguistic data only. We have modified the method to meet the needs of multimodal communication studies so that it allows to analyse both speech and co-speech gestures. We also suggest combining cognitive-matrix analysis with the Mann-Whitney U-test to identify various patterns of interrelation of the verbal and non-verbal with statistical accuracy. To apply the U-test to the data in the matrix we have also derived specific matrix-based formulae to simplify the calculations of rank sums. The method is used to test two hypotheses concerning the relation between gesturing and gender as well as between gesturing and topics discussed by the speakers.
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