Book
Charm: How Magnetic Personalities Shape Global Politics
ISBN : 9780691230337
Author : Julia Sonnevend
Publisher : Princeton University Press
Year : 2024
Language : English
Type : Book
Description : Politics is a site of performance, and contemporary politicians often perform the role of a regular person—perhaps someone we would like to have a beer with. They win elections not because of the elevated rhetorical performances we often associate with charisma (“ask not what your country can do for you”), but because of something more ordinary and relatable. The everyday magic spell that politicians cast using mass and social media is what sociologist Julia Sonnevend calls “charm.” In this engaging and enlightening book, Sonnevend explores charm (and the related “charm offensive”) as a keyword of contemporary global politics. Successful political leaders deploy this form of personal magnetism—which relies on proximity to political tribes and manifests across a variety of media platforms—to appear authentic and accessible in their quest for power.
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