The power of charm: Understanding the influence of magnetic leadership – A dialogue with Julia Sonnevend

Abstract

In this dialogue, Julia Sonnevend argues that charm is a defining feature of contemporary politics and introduces five techniques of charm that shape political leadership. By examining the patterns of political performance, she emphasizes the regional variations in charm and explores how the typology of charm shifts throughout a politician’s career. Sonnevend further elaborates on her methodological approach, detailing the process through which these categories were developed and refined. Applying her charm theory to the case of Donald Trump, she analyzes how Trump’s political persona blends elements of charisma and charm across different contexts. In addition, Sonnevend offers insights into further research directions in political communication and provides advice on navigating an academic career.