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You will learn about the concept of proxemics in real life, which is the study of how people use space to communicate non-verbally. We will see how people interact with their surroundings and how their use of space affects their relationships and interactions.
♦ TIP
We’ll see ahead:
- Interpersonal distance;
- Proximity zones;
- Invisible barriers and barriers;
- Body orientation;
- Territoriality.
Much of non-verbal behavior is cultural, presenting different ways of interpreting the use of space and how this impacts communication and the formation of beliefs and values. The arrangement of tables and chairs, for example, can be used to provide more inviting environments for collaborative activities, for example. Learning about this will increase your insight into how space and distance can be used as a powerful communication tool.
What is proxemics?
Definition of proxemics
Proxemics is a field of nonverbal communication that studies how people use space and interpersonal distance to communicate information and meaning. Here are five key aspects of proxemics in nonverbal communication:
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Personal Distance: Refers to the space between individuals during an interaction. Proxemics considers how different personal distances can indicate levels of intimacy or formality. For example, physical proximity suggests emotional closeness, while greater distance may indicate respect for privacy.
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Territory and Tenure: People establish personal and professional territories that reflect their area of control and belonging. This can be observed, for example, in a shared office, where the way people organize and mark their space can communicate hierarchy and social relationships.
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Orientation and Posture: The way people position themselves in relation to each other during an interaction is significant in proxemics. A frontal orientation indicates openness and involvement, while a lateral orientation may suggest disinterest or lack of commitment.
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Touch and Physical Contact: Proxemics also addresses touch and physical contact. The frequency and nature of touching can vary culturally and indicate levels of intimacy. For example, in some cultures hugging is a show of affection, while in others it is less common.
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Physical Barriers and Environmental Design: The physical configuration of an environment is also relevant in proxemics. Physical barriers, such as walls, fences or furniture, can create symbolic divisions and influence social dynamics. Additionally, environmental design, such as the arrangement of furniture in a meeting room, can facilitate or hinder interpersonal communication.
Proxemics plays an important role in interpreting social interactions and understanding how space and distance are used to convey meaning and interpersonal relationships. It varies culturally and is influenced by social norms, making it an essential field of study in nonverbal communication.
Meaning of places
The symbolism of the occupation of space, furniture and its client
Let us return to the legend of the Knights of the Round Table, where men were awarded the honor of being able to participate in King Arthur’s court, in which all knights would share the same status of power. The circle itself is a universal symbol of unity. But was King Arthur entirely right in assuming that everyone would have equally shared power and status?
We still refer to the Round Table, even without knowing the origin of the story, when we say that such a person is the “right-hand man” of themselves or others. But why this expression?
The studies initiated by anthropologist Edward T. Hall, referring to the interpretation of space or the way in which people place themselves spatially in relation to others, an area that became known as proxemics, were not of knowledge of the author of the legend of the Round Table, but this person already demonstrated how important the perception of others would be in relation to the simple occupation at a table.
For a better understanding of proxemics in real life, it would be interesting to read the article “How to notice discomfort when hugging?“. Here we will address how we should use this knowledge to improve the relationship with our customers, making them as comfortable as possible in a “strange” environment, which in this case could be your store, sales stand or similar spaces.
The expression “right arm”, then, is due to such closeness between people, which in the case of the Knights of the Round Table, would be someone immediately next to the king. Just out of curiosity: why right arm and not left?
Legend has it that the right side was named, not the left, due to the greater difficulty of stabbing the king, since the possible attacker would have to use his right arm, creating more difficulties in the attack, a difficulty not encountered by a possible aggressor on the left side. Terms such as “Losing your head”, “right arm”, “stay cool”, among others, are also closely linked to metaphors in psychology.
How to sit at the table?
Does sitting at the table have meaning?
Let’s start by introducing some concepts:
Look at the layout of the table in figure 1, we can see some differences:
FIGURE 1
Let’s assume we are subject B, and we are going to sit at the table with subject A:
- Position B1 allows a privileged view without showing intentions of invading other people’s space, as would be the case in position B3, and is not too familiar as in position B2;
- The B2 position allows us to cooperate with something and create a relationship.;
- Position B3 is a position that demonstrates a slightly more defensive attitude (notice that when we play chess, checkers, and other board games, we are always in the opposite position to the other);
- Position B4 indicates a lack of involvement (usually when we sit at a table with strangers or want to indicate a desire to be alone).
Remember, we are dealing here with the theoretical basis for sales environments, such as stands and stores. Our focus is on aspects that facilitate verbal communication and interaction between people and the presentation of proxemics in real life. To use such proxemics concepts in real life; In a family environment, larger group meetings and other contexts different factors will need to be considered.
Observe the decomposition made on the same table:
We implemented another resource: the round table. Note that, when we use the table in a circular format, we are closer, although still “protected” by a small piece of the table, but at the same time in a more positive position, which does not indicate indifference, aggressiveness, defense and much less invasion of next space. This conversation allows for a more informal tone and provides good eye contact.
FIGURE 2
Another very interesting example for our observations is figure 3:
FIGURE 3
Even on a rectangular table, A and B2 have a more cooperative proximity. It is one of the best positions for someone to present a proposal and have the best chance of success.
Follow the following example: whoever studies with a colleague (school/college/work), generally opts for this position, demonstrating a more cooperative attitude, thus sharing their opinions and considering those of the colleague – this factor engraved in the student’s memory customer, makes him more receptive to listening to a possible proposal offered by a seller.
Finally, the position most used by salespeople – often incorrectly, which is represented in figure 4:
FIGURE 4
In this position, the interlocutors are face to face, which can create a not so favorable atmosphere, the table only contributes to this result, serving as a “barrier” between the two. Based on this, why do companies still insist on propagating this type of model?
Evidently, in this article, despite the focus on proxemics in real life, we must use other perceptions of non-verbal language, and for this purpose I also recommend reading the specific articles of the articles “Lie to Me – Ninth episode” and “It is possible to predict the outcome of elections by analyzing the faces of politicians?“
Note that after taking a closer look at the possible dynamics in meeting rooms, we can see why some companies use informal environments for meetings.
The legend of the Round Table as an example of the intertwining between emotions, beliefs and values
King Arthur’s Round Table was an important symbol of King Arthur’s court in medieval England. It was a symbol of equality between all of King Arthur’s knights and a way of showing that all knights were equal in rank and status. The Round Table was said to be a large round table, with seating for up to 150 knights. All knights were given equal respect and none were placed above the other.
The Round Table was a meeting place where King Arthur and his knights could discuss matters of state, debate the law or share stories of adventure. It was also used as a tournament venue, where knights tested their skills in combat and jousting. The Round Table served as a symbol of unity and equality among knights and was a source of inspiration for many great medieval adventures.
Beliefs and values implicit in the legend of the Round Table
Values in the legend of the Round Table:
1. Honesty: Being sincere and honest, even in the face of danger or difficult circumstances.
2. Loyalty: Staying true to your oaths, promises and commitments.
3. Courage: Standing up for what is right, even when it is difficult.
4. Respect: Treat all people with dignity and respect.
5. Justice: Being fair and impartial in making decisions and complying with the law.
6. Generosity: Sharing your resources with others, especially those in need.
7. Humility: Recognize your own limitations and mistakes.
Beliefs inferred from the legend of the Round Table:
1. A strong commitment to justice and equity.
2. A belief in the power of true friendship and camaraderie.
3. Belief in the power of the human spirit to overcome obstacles and achieve greatness.
4. The belief that the truth will always prevail.
5. A belief in the importance of honor and chivalry.
6. The belief that a leader must embody the values of those they lead.
7. A belief in the power of kindness and mercy.
Personal Space: proxemics in real life
Personal space is an old concept and has been studied for some time (Burgoon & Jones, 1976; Ciolek, 1983; Hall, 1966; Sommer, 1959), it is another invisible sensation, is an adjustable “bubble” that people perceive around them. Invading these distances can cause extreme discomfort. On the other hand, when desired, proximity can be very rewarding. So, personal space is a very particular concept and reality for each of us. Its [positive-negative] valence depends on subjective perception and the authorization for these imaginary distances to be reduced.
Recent studies suggest the need to expand the definition of personal space to include “not just the invisible bubble around the body, but all the senses”, with personal space being violated by loud noises, unpleasant smells, people’s cell phones ringing, or someone looking at you in an elevator (Chávez; Hill, 2021; Trotta, 2020).
Edward Hall and the occupation of space as an expression of the superorganic [of culture]
Edward Hall never used the word superorganic. It was created in the context of Cultural Anthropology, still in the 19th century. It became popular over time and means:
In addition, it serves to specify how human beings overcame the mandatory occurrence of biological evolution to overcome the challenges of the environment. To fly, for example, we don’t need feathers or wings, we build planes. Therefore, the processes of signification belong to the domain of the superorganic.
Edward Hall gave interviews in which he explained his intellectual production (e.g. Bluedorn, 1998). In his well-known book, The Hidden Dimension, he examines the role of nonverbal communication in everyday life. He also explains how nonverbal communication affects relationships and how it can be used as a tool to strengthen them. Hall discusses the concept of proxemics, which is the study of how people use space to communicate with each other.
It examines different types of spatial arrangements and how they affect our communication with others – it’s proxemics in real life. For example, Hall explains how people use physical distance to communicate their level of intimacy with a person. It also looks at how posture and facial expressions convey messages that words cannot. About this see:
How to notice discomfort when hugging ?
Can you spot a lie by eye movement?
Hall also explains how nonverbal communication can be used to create a sense of trust in relationships. It discusses the importance of body language, such as eye contact, hand gestures, and facial expressions, and how they can be used to create a perception of closeness or distance between people.
Hall explains how people can use nonverbal communication to express feelings they may be embarrassed or afraid to express verbally. It also looks at how nonverbal communication can be used to create a sense of understanding and connection between coworkers. Hall emphasizes the importance of understanding nonverbal communication to create a positive work environment.
So his work is extremely important and influenced an entire generation of proxemics researchers.
The musical chairs
This perception of the spatial condition is still very flawed. When we walk through shopping malls, conferences and shopping centers, we can see several examples of sales stands, and even stores, which despite having a modern design environment, fail to be receptive towards the customer.
Failures of this type also appear in TV programs titled “Talk Show“, that is, such mistakes are often made not due to a lack of resources in composing the scenario, but rather, due to lack of knowledge of studies that are presented in this article. Throughout our argument, we will demonstrate several examples, and how we can improve the layout of the environment to provide greater “spatial comfort” for potential visitors.
It is necessary to make it clear that our intention is, initially, to bring this knowledge to light in a very focused and practical way, especially for advertising and sales.
It is very important to keep in mind that the proxemic approach discussed here will only serve as a basis for us to advance in the proposal for reflection on the creation of places that are more conducive to a better relationship with the client, addressing including how to best behave towards the client, within this environment – it would be impossible to cover this subject in one article, given the complexity of the area that studies proxemics.
This type of observation is not something immutable or fixed, we just adapted the subject in this article for a better understanding of the dynamics, that is, do not think that the situations will always be the same as the examples below. In fact, I used the illustrations below to facilitate some concepts used in proxemics, focusing on meetings and interviews. Here on the portal itself, the same subject is covered for other situations.
So, don’t think that what we’re going to cover here is something fixed and immutable. Due to books that use “infallible” techniques to approach the subject, which is not the case here, it may seem that we are giving a “cake recipe”, that if someone sits in place A or B they will be taking notice.rminated attitude, then, once again, this is not the case!! We are just giving an example of the subject so that your understanding becomes easier, and you can begin to differentiate between an environment conducive to good communication and one that is not so good.
Tell me where you sit, and I will tell you who you are
As we have seen, the simple act of arranging furniture can reveal the intentions, beliefs and values that guide a particular person or organization. It’s another example of proxemics in real life.
Study from Stanford University (Bailenson & Blascovich, 2011) showed that people playing a virtual reality game called Second Life moved their avatars (the representation digital images of themselves in the game) when other avatars or objects were too close to them, which mirrors what people do in real life when their space is invaded. More recent studies show similar conclusions (Ionescu, 2021; Hofman, Walters & Hughes, 2022; Scarborough & Bailenson, 2014).
The concept of visual personal space also helps explain why dimming the lights creates a cozier environment for getting to know someone – it reduces the overall level of sensory stimulation (Engineer, Sternberg & Najafi, 2018 )
So stay tuned!
We will continue to address proxemics in real life in other articles and always looking for practical approaches. If you work in sales, designing environments for sales, advertising and similar areas, continue following us, as we will give you practical tips to apply in these environments. And you? Now do you know why you chose “that” place to sit?
What do you think about proxemics in real life? Leave us your comment!
This article was initially prepared by Edinaldo Oliveira in August 2011 and was revised and expanded by Sergio Senna in February 2023.
Keep following us up. My best
Sergio Senna
References
Bailenson, J. N., & Blascovich, J. (2011). This is your mind online. IEEE Spectrum, 48(6), 78-83.
Bluedorn, A. C. (1998). An interview with anthropologist Edward T. Hall. Journal of Management Inquiry, 7(2), 109-115.
Burgoon, J. K., & Jones, S. B. (1976). Toward a theory of personal space expectations and their violations. Human communication research, 2(2), 131-146.
Chávez, K. R., & Hill, A. (2021). The Visual and Sonic Registers of Neighbourhood Estrangement. Journal of Intercultural Studies, 42(1), 68-83.
Ciolek, T. M. (1983). The proxemics lexicon: A first approximation. Journal of Nonverbal Behavior, 8, 55-79.
Engineer, A., Sternberg, E. M., & Najafi, B. (2018). Designing interiors to mitigate physical and cognitive deficits related to aging and to promote longevity in older adults: a review. Gerontology, 64(6), 612-622.
Hall, E. T., & Hall, E. T. (1966). The hidden dimension (Vol. 609). Anchor.
Hofman, K., Walters, G., & Hughes, K. (2022). The effectiveness of virtual vs real-life marine tourism experiences in encouraging conservation behaviour. Journal of Sustainable Tourism, 30(4), 742-766.
Ionescu, A. (2021). Does it have to be human to be credible? perception of digital avatars communications in helthcare sector. Analele Universitatii” Constantin Brancusi” din Targu Jiu. Serie Litere si Stiinte Sociale, (2), 117-127.
Scarborough, J. K., & Bailenson, J. N. (2014). Avatar psychology. The Oxford handbook of virtuality, 129-144.
Sommer, R. (1959). Studies in personal space. Sociometry, 22(3), 247-260.
Trotta, F. (2020). Annoying music in everyday life. Bloomsbury Publishing USA.