There is much to be celebrated about Sunak’s appointment as the first Hindu and the first person of colour to Britain’s prime ministership. I will leave, however, such commentary to critics better-versed than I in the subtleties of British politics. Nonetheless, working in the communications sector has impressed on me the importance of charisma when it comes to public leadership.
Tony Abbott biting into a raw onion. George Bush’s "Bushisms". Covid-19 Response Minister Chris Hipkins encouraging the public to "go out and spread your legs". The history of politics is replete with nuggets of audacity, outrage and pure entertainment. These are the moments we remember. This is, of course, not ideal. Those in charge should be focused on improving the livelihood of their constituents, rather than carefully curating a public image. But the fact remains that character, charisma, likability, magnetism and the ability to relate to the man on the street are fundamental to politics.
A politician needs to energise the people in order to get the votes, and must win the confidence of businesses and investors. Liz Truss, famously defeated by a wilting lettuce, was described thus by Dame Alison Carnwath, former chairwoman of Land Securities and senior adviser at investment bank Evercore: "no mandate, insufficient support in parliament, incomprehensible economic policies and lacks style, charisma and authority".
With all the allure of a cheese rind — dry, tasteless and soon swept away — Truss was not loved by the public. Despite her obvious emulation of Thatcher, Truss never quite achieved the steel or sincerity of her hero, nor the humour of Boris Johnson, nor the confidence of Gordon Brown. She was, and I suspect will always be, forgettable.
This is not to say that I pine for the idiotic, bumbling charade of Bojo. But he certainly knew how to capture and retain the public’s attention. There are other political figures whose charisma is undeniable. Consider Jacinda Ardern’s compassion and empathy at her visit to Kilbirnie Mosque following the Christchurch shooting, or Zelensky’s courage on the streets of Kyiv.
With so much political verbiage flooding our papers and screens, it can be hard for a politician to stand out among the clumsy metaphors and awkward pauses of her peers. And in the instant-gratification culture of social media and curated meme-worthy soundbites, true authenticity and rhetorical excellence can be hard to find.
So what makes a politician memorable and impactful? What is charisma? Some secret recipe of charm, good looks, luck and rhetorical wizardry? Sociologist Max Weber defined charisma as "a certain quality of an individual personality, by virtue of which he is set apart from ordinary men and treated as endowed with supernatural, superhuman or at least specifically exceptional powers or qualities". I do not want to wade into the sociological minefield of differing theories and beliefs. But I do believe that likability, charisma, magnetism can be taught.
First, politicians and leaders should know their audience and curate their approach accordingly. "Uncle Joe" appeals to working class whites; Trump knows how to rile up the anti-woke brigade. Second, the speaker must be able to relate to the listener as if directly; there must be no patronising airs or graces. Consider the power of Bush’s bullhorn speech at Ground Zero, as he stood arm in arm with firefighters and rescue workers amidst the still smoking rubble of the Twin Towers.
There should be a direct appeal to the listener; a sense of collaboration. Churchill, for all his faults, was rhetorically superb. His bolstering of the British population in the face of Nazi tyranny reinvigorated the exhausted Allies. A careful balance should be struck between sweeping emotional language and clear, direct speech.
The best lines are those that are short and ungilded; "I have a dream"; "The only thing we have to fear is fear itself."
One should not underestimate the power of humour. Who can ever forget David Lange’s zinger at the Oxford Union in March 1985? Lange could both smell the uranium on his opponent’s breath and sense the temperament of the crowd. He won the debate. Finally, a sense of optimism is key; consider Jacinda’s insistence on "relentless positivity" and Trump’s promises to "make America great again". Hope, even if at the expense of real change, draws people in.
There is, of course, much more to be said about charisma and popular appeal. Numerous studies indicate that men are perceived as inherently possessing more charisma than women. Attempts by women to curate a public persona are often much maligned; what might be viewed as confidence in a man is understood as arrogance or shrillness in women. Taller men are considered more charismatic than shorter men, and of course, racist attitudes come into play.
Leaders can be effective without being large personalities. But charisma certainly helps.
But one does not have to be born with that indefinable, magical quality of "charisma". The ability to relate to one’s constituents, to exude warmth, humour, authenticity and charm, can be taught. It may be a difficult and ongoing lesson, but it’s a necessary one for anyone determined to make great change.
- Jean Balchin, a former English student at the University of Otago, is studying at Oxford University after being awarded a Rhodes Scholarship.
