“The McGurk effect is a compelling demonstration of how we all use visual speech information. The effect shows that we can’t help but integrate visual speech into what we ‘hear’.”
– BBC Two
There are some analogies to the visual editing phenomena known as the Kuleshov Effect:
here’s an entry from Wikipedia:
“Kuleshov edited together[clarification needed] a short film in which a shot of the expressionless face of Tsarist matinee idol Ivan Mosjoukine was alternated with various other shots (a plate of soup, a girl in a coffin, a woman on a divan). The film was shown to an audience who believed that the expression on Mosjoukine’s face was different each time he appeared, depending on whether he was “looking at” the plate of soup, the girl in the coffin, or the woman on the divan, showing an expression of hunger, grief or desire, respectively. The footage of Mosjoukine was actually the same shot each time. Vsevolod Pudovkin (who later claimed to have been the co-creator of the experiment) described in 1929 how the audience “raved about the acting… the heavy pensiveness of his mood over the forgotten soup, were touched and moved by the deep sorrow with which he looked on the dead child, and noted the lust with which he observed the woman. But we knew that in all three cases the face was exactly the same.”
Kuleshov used the experiment to indicate the usefulness and effectiveness of film editing. The implication is that viewers brought their own emotional reactions to this sequence of images, and then moreover attributed those reactions to the actor, investing his impassive face with their own feelings. Kuleshov believed this, along with montage, had to be the basis of cinema as an independent art form.
The effect has also been studied by psychologists, and is well-known among modern filmmakers. Alfred Hitchcock refers to the effect in his conversations with François Truffaut, using actor James Stewart as the example.