6.5: Nonverbal Expectancy Violation Theory

Figure 6.5.1: Man with his hands on his face indicating surprise.

Nonverbal Expectancy Violation Theory

Just like with other cultural norms, people tend to expect others to follow the “unwritten rules” of nonverbal behavior. In the U.S., for example, we don’t expect women to wear headscarves daily, but we do expect a handshake when meeting someone new. That might not happen, though, if you're a man meeting a Muslim woman—because in some cultures, physical contact between unrelated men and women is avoided.

Judee Burgoon’s Expectancy Violations Theory (1978) explains how we react when these nonverbal expectations are broken. These reactions, called “arousal”, can be physical or mental, and either positive or negative. How we respond depends on things like how big the violation is, how we perceive the person (say, attractive vs. sloppy), and what message we think they’re sending. For instance, someone standing too close at a party might feel intrusive, or intriguing, depending on how we perceive them.

Culture plays a big role in how we interpret these behaviors. In high-context cultures, people rely more on nonverbal cues, so silence might be seen as thoughtful rather than awkward. In intercultural situations, a non-native speaker’s behavior might come off as charming or rude, depending on our assumptions. Burgoon notes that cultures with strong uncertainty avoidance tend to be stricter about these norms, while those with low power distance may be more relaxed.

Public displays of affection (PDA) are a good example of how norms vary. In many Western countries, it’s common to see heterosexual couples kiss or hold hands in public—especially in places like France or Italy (Field, 1999; DiBiase & Gunnoe, 2004). Acceptance of same-sex PDA is growing in the West, but it’s still taboo in many other parts of the world. In Muslim cultures, even heterosexual contact in public is often restricted. In India, PDA can spark controversy: in 2007, actor Richard Gere kissed actress Shilpa Shetty at a public event, and the backlash was intense. Photos were burned, and an arrest warrant was issued, with a court calling it “vulgar” (Indian Court, 2007).

Figure 6.5.2: Richard Gere kisses Shilpa Shetty

It is of course not possible to know all the ins and outs of nonverbal transgressions in every country. On the other hand, it is certainly possible to be informed about the cultural practices in countries which we plan to visit or among local communities with whom we are likely to have contact. To the extent possible, we should act in accordance with cultural expectations. That might mean taking off shoes before entering a home, or dressing more modestly than we would normally. On the other hand, we may oppose particular practices for religious, political, or philosophical reasons, and consciously refuse to adapt to local customs. That might mean, for example, women not accepting the prescribed cultural role in behavior, bearing, or dress expected in a particular culture. In general, it is good practice to anticipate nonverbal expectations to the degree possible. Even if we don't know the specifics of expectations in a given culture, we can certainly observe and learn. Burgoon's theory suggests that if we are well-intentioned, yet unaware of specific practices, it is likely others will be lenient in overlooking transgressions. In fact, it may be that expectations for foreigners in this regard are different than they are for natives. Koreans, for example, would likely not expect foreigners to be familiar with the intricacies of bowing as they interface with Korean social hierarchies.

Expectancy Violations Theory offers valuable insight into how our assumptions shape the way we perceive others, particularly in the area of nonverbal communication across cultures. While the theory is often used to explain cultural nuances, such as how eye contact, personal space, or gestures may be perceived differently, it also has broader implications for understanding intercultural communication as a whole. At its core, the theory reminds us that we all carry expectations about how people should behave, and these expectations are deeply rooted in cultural norms and influenced by factors like age, gender, and religion. Our experience of cultural differences often depends on how we interpret another person’s behavior and whether it aligns with what we consider normal or appropriate. By applying Expectancy Violations Theory, we can better understand our own reactions to others and gain insight into how others may perceive us in return.

Suggestions for Communicating Nonverbally Across Cultures

Here are some considerations with respect to nonverbal communication in intercultural encounters:

• Be cautious in making assumptions based on nonverbal actions. The same gestures may have quite different meanings in different cultures. We often tend to assume body language and gestures are universal, but that is not the case.
• Try to understand the cultural values attached to nonverbal conventions. Try to penetrate beneath the surface of the behavior. Consider as well whether the behavior may be personal and idiosyncratic, rather than cultural and typical.
• Watch and imitate as appropriate. As the saying goes, "when in Rome, do as the Romans." In some cases, adopting different nonverbal behavior might be easy and straightforward, for example, bowing in Japan. In other cases, divergence might be more appropriate, for example, refraining from kneeling along with Muslims in prayer services.
• Learn in advance. Whether you have the opportunity to travel abroad or to attend a cultural event at home, it is wise to spend a little time to learn about nonverbal cultural rules in advance. For example, in the United States, it is generally considered inappropriate for wedding guests to wear white, as the color is traditionally reserved for the bride; however, in certain African cultures, such as Ghana, white is often embraced as a celebratory color and worn proudly by guests to honor the occasion.
• Be mindful of hand usage. In many cultures around the world, the left hand is traditionally reserved for personal hygiene and considered unclean. As a result, it is good practice to avoid using your left hand to pass, accept, or exchange items, especially in formal or intercultural settings.

Contributions and Attributions

Language and Culture in Context: A Primer on Intercultural Communication, by Robert Godwin-Jones. Provided by LibreTexts. License: CC-BY-NC

Intercultural Communication for the Community College, by Karen Krumrey-Fulks. Provided by LibreTexts. License: CC-BY-NC-SA

Exploring Intercultural Communication, by Tom Grothke. Provided by LibreTexts. License: CC-BY-NC-SA