CHARISMA: How This Superpower By Katharina Sharma
features
Discussions of charismatic leaders tend to be cautionary tales. Today, discussions of charisma feel especially relevant, with politicians having a stronger presence on social media aiming to charm and persuade voters. At the same time, the increasing emphasis on individualism (especially in Western democracies) places a high value on leaders’ charisma. Impact’s Katharina Sharma explores how the debate surrounding charisma as a political tool has intensified over the years.
“Charismatic leaders usually emerge in periods of suffering and appeal to revolutionary ideas.”
To grasp the implications of charisma as a political superpower, it is worth consulting with some of the most prominent theories in the field. Max Weber, an influential German sociologist in the late 20th and early 21st century, first popularised the concept of ‘charismatic leadership’, in which an individual’s charisma legitimises their claim to power. Weber defines charisma as the ‘quality that makes an individual seem extraordinary’ and in possession of ‘exceptional powers’.
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Whilst charisma in politicians is associated chiefly with right-wing authoritarianism, Nye emphasises that leaders with largely positive receptions, such as Nelson Mandela, Mahatma Gandhi, and Martin Luther King utilise it too.
Recently, this includes Volodymyr Zelensky, the President of Ukraine. International trips and passionate speeches in which he portrays physical strength, courage, and resolve to defend Ukraine and democracies, are his primary means of securing support, including from the UK. The Spectator reports that Rishi Sunak, otherwise known for neglecting foreign policy, has ‘fallen for Zelensky’s Charm’, enhancing the government’s support for Ukraine’s military efforts.
Charismatic leaders usually emerge in periods of suffering and appeal to revolutionary ideas. Adolf Hitler is a classic example of this: Emerging during a period of economic depression, he utilised extensive propaganda to portray himself as the ‘chosen one’. Thereby he convinced the public of his ability to defend Germany from its enemies, enabling his rise to power.
Influenced by Weber’s work, Joseph S. Nye argued that charismatic leadership is essential to harnessing ‘soft power’; the ability to influence others through the force of attraction, rather than forceful coercion. Nye links charisma to possessing advanced communication skills, confidence, appearance (found to be especially decisive for women leaders) and the ability to convince others of your vision.
Donald Trump is a contemporary embodiment of a visionary charismatic leader. His mission to ‘make America great again’, combined with attacks on those he labels as threatening his vision, evokes mass support by emotionally resonating with the public.
“… the emergence of charisma as a political superpower is undoubtedly reason for concern.”
Through his major success in utilising his charisma both internationally and nationally, it seems almost forgotten that he was unpopular and considered unlikely for re-election before the outbreak of war, largely due to his faltering anti-corruption policies. This shows how citizens primarily desire charismatic leadership in times of crisis.
