Ferragni, Canalis and Del Bufalo under the magnifying glass of behavioural analysts

Three of the most famous influencers in Italy have been subjected to a careful analysis of behaviors, gestures, micromovements of the body a...

Three of the most famous influencers in Italy have been subjected to a careful analysis of behaviors, gestures, micromovements of the body and face. These are scientific techniques, widely used especially in large companies in the phases of personnel selection, but also in the forensic field, to "read" the predispositions, the way of expressing feelings and rationality. In Italy, one of the leading companies in the sector is Neurocomscience in Gorizia, led by Jasna Legiša, a young but highly accredited scholar of the sector.

Diana Del Bufalo

Diana appears in most of the interviews smiling (fig. 6 and fig.7) and shows her emotions markedly: she is in fact one of the most expressive influencers and it is probably for this reason that she inspires great sympathy. During the interviews Diana shows a variety of emotional expressions such as contempt with the curling of the nose (movement 9) and hands forward (M3 - fig.1) or the sadness given by the lifting of the inner part of the eyebrows together with the approach (movement 1 + movement 4 - fig. 2). In addition to other spontaneous emotional expressions, we sometimes find marked and constructed expressions, to further emphasize the expressiveness that characterizes it (see an example in fig. 3) but also betraying a certain insecurity. To make his communication more effective, the influencer uses both the face with the raising of the eyebrows (movement 1 + movement 2 - fig.4) and a rich gestural motor repertoire with illustrated movements mainly ideograms and pictograms. A characteristic of Diana's gestural movements is the tendency to keep her fingers separate (M24 - fig.5), a non-verbal sign that is not part of shyness.

Elisabetta Canalis

The showgirl is often described as one of the most seductive Italian women, we often see her with the smile of seduction. This type of smile (fig. 1) is given by an elevation of the corners of the mouth (movement 12) and by the head that is directed from the opposite side to the look (movement 52). In addition to this type of smile we often also see the true smile (movement 6 + movement 12 - fig. 2 and fig.3) and the inclination of the head (movement 55 - fig.4), signals that make it very available to the eyes of followers.
The channel most used by Canalis is that of facial expressions, which it also uses to illustrate and make its communication more effective; its illustrative movement is the raising of the eyebrows together with the shelling of the eyes (movement 1 + movement 2 + movement 5 - fig. 5), it uses little of the gestural motor channel.
In conclusion, Elisabetta Canalis stands out for the wide use of various types of smiles. The smile, especially the real smile, has a great power of affiliation, especially on the male gender. According to Jessica Tracy's studies it would seem, in fact, that the smile is considered by man as the most powerful weapon in terms of sensual attractiveness.

Chiara Ferragni

The most famous influencer in Italy and perhaps in the world. She too is obviously very smiling, but with a less "wanted", more spontaneous smile (Fig. 1, seductive smile), a sign of sincere openness towards followers. There are also some small gestures that signal insecurities, like touching one's hair, like wanting to reconfirm oneself to oneself, the blinking of one's eyelids, a look not always concentrated on the interlocutor. Micro-movements not such as to transmit little sincerity, however. The expressions of the face are less used, a sign of a certain self-control, but the hands and posture signal availability and openness. Few of the expressions marked, despite his well-established role as a public figure, do not differ much from the attitudes and movements that he had at the beginning of his career.

"Overall, we can say that from the analysis of influencers we have found much more spontaneity and openness than you might think," said Jasna Legiša. "They are complex women, alternating sincerity, construction and exaggeration. They express a communication model for a different but interesting female leadership," said Jasna Legiša.


The HR expert and Italian-Slovenian analyst has gained a long international experience working and studying side by side with the world gurus of behavioural analysis techniques. Today she is the greatest expert in Italy in the collection and organization of information through the study of non-verbal behavior.

If today NeuroComScience is the most dynamic and innovative study center in Italy for the research and application of information through the analysis of human behavior, this is mainly due to the more than ten years of study and research activities of its founder Jasna Legiša. Already during her master's degree in psychology at the University of Ljubljana and her PhD in medicine with a psychological focus at the University of Trieste, the Italian-Slovenian scholar has worked throughout the last decade on experimental activities and video analysis with scholars from American and French universities. After the end of her training period, Jasna Legiša started her own research activity. She has worked as a researcher at the National Research Centre in Strasbourg and has taught at various Italian universities.

From the study of unconscious communication, Jasna Legiša has developed two practical and easy to apply systems that allow the interpretation of facial expressions (Interpretative System of Facial Expressions - ISFE) and gestural description involving the human body (Body Coding System).

The Italian-Slovenian analyst has condensed the fruit of these years of studies in the first Italian manual of scientific analysis of facial expressions, "Ti leggo in volto" published by Armando Editore.
Since 2012, the year in which NeuroComScience was founded, Jasna Legiša has formed and gathered around itself the brilliant team of young analysts who today form its backbone and who every day work in consulting activities in the field of human resources, but also in the field of education and forensics.

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Italy USA Magazine: Ferragni, Canalis and Del Bufalo under the magnifying glass of behavioural analysts
Ferragni, Canalis and Del Bufalo under the magnifying glass of behavioural analysts
Italy USA Magazine
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