Everyday images of public people coming into our homes by TV, magazines or newspapers could soon be subtly modified so as to give us an altered perception of the person.

By applying current scientific research it may be possible for image-conscious public figures to manipulate photos of themselves to alter viewers’ perceptions of them, according to scientists exhibiting at the Royal Society’s Summer Science Exhibition, open until Thursday this week.

R. Elisabeth Cornwell, a psychology researcher at the Perception Laboratory at the University of St Andrews and lead organiser for the ‘Should we judge a book by its cover?’ exhibit, said:

“Our work on perception has shown clearly that slight changes to facial characteristics can alter how the viewer perceives that person.”

“For example if you masculinise a person’s face by making the brow heavier, widening the jaw, squaring the chin, increasing nose size and decreasing eye size you can make people perceive the individual as both more dominant and less trustworthy. Equally, if you do the reverse with these features you feminise the face and get someone to look more trustworthy but less dominant.”

Ms. Cornwell continues: “It is entirely possible that images of public figures could be subtly manipulated using these techniques to alter a viewer’s perception to the advantage or disadvantage of that public figure. To illustrate this point we have applied our current knowledge to alter images of the leaders of the three main political parties, making them look more dominant and also more trustworthy.”

Masculine facial features are associated with high levels of the hormone testosterone during development. Higher levels of testosterone are associated with aggression and dominant behaviour well into adulthood, so these facial features are acting as an external signal to others.

The exhibit ‘Should we judge a book by its cover?’ is part of the Royal Society’s annual Summer Science Exhibition. The exhibition features a total of 25 exhibits and is free-of-charge and open to all during the following times:

Tues 6 July 11.00am to 4.30pm
Wed 7 July 10.00am to 4.30pm
Thurs 8 July 10.00am to 4.30pm