Where do charismatic personalities come from? Are they people born with special or even divine gifts? Or have they simply mastered a few effective techniques for cordial social interaction that anyone can learn? As business, entertainment and politics increasingly turn into popularity contests conducted through social media and TV, charisma seems to matter more and more: hence the proliferation of companies offering to teach aspiring leaders how to acquire it. But the influence that magnetic personalities can have on an audience long predates modern screen media: in 1896, a speech brimming with charisma earned one little-known young orator a not just a 20-minute standing ovation but also a US presidential nomination.
Iszi Lawrence explores the role of charisma in politics and business with Julia Sonnevend, Associate Professor of Sociology and Communications at The New School for Social Research in New York and author of Charm: How Magnetic Personalities Shape Global Politics; John Antonakis, Professor of Organizational Behaviour in the Faculty of Business and Economics of the University of Lausanne, and co-author of a political charismometer that predicts US presidential elections among other things; Jeremy C. Young, historian of political culture and social movements, author of The Age of Charisma: Leaders, Followers, and Emotions in American Society; as well as World Service listeners.
(Photo: Smiling businessman in discussion. Credit: Thomas Barwick/Getty Images)