Research Article
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Analysis of Charismatic Deposits and the Staging of the President of Madrid’s Speeches. A Case Study

Year 2023, Volume: 32 Issue: 2, 337 - 357, 27.11.2023
https://doi.org/10.26650/siyasal.2023.32.1339235

Abstract

This paper analyzes the modern charismatic phenomenon which takes place in a personalization of politics paradigm that places political parties far from the political perceptions of society, whereas leaders look much closer to citizens. The first part is structured as a theoretical discussion around charisma and the mass concept, considering Weber’s definition of charisma as domination. The reader will find research about how Weber’s concept resembles the actual one. In order to link this with the personalization of politics, we analyze the ancient and actual charismatic items hidden in speech. The contextual and methodological frameworks are comprised in the following part, which consists of a constructivist inductive speech and the staging analysis of Isabel Díaz Ayuso, President of the Community of Madrid from 2019, when she almost lost her first election, to nowadays, when she recently got an absolute majority at Madrid’s Assembly. The third part contains a discussion of the results obtained. The last part is the conclusion, which shows Díaz Ayuso as a semi-pure charismatic leader inserted in a personalization of politics paradigm that has used media and drama as tools to maintain power and who has tried to de-routinize charisma through her most mediatic speeches.

Supporting Institution

Universidad Rey Juan Carlos

Thanks

To Katrina, for her support.

References

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  • Bareno, G. (2021). Isabel D^az Ayuso: el icono pop que agita el debate en el PP. La Voz de Galicia. https://www. lavozdegalicia.es/noticia/espana/2021/11/14/icono-pop-agita-debate-pp/0003_202111G14P18991.htm google scholar
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  • Berger, P., & Luckmann, T. (1994). La Construccion Social de la Realidad (12th ed.). Amorrortu Editores. google scholar
  • Bourdieu, P. (1997). Sobre la television. Anagrama, Coleccion Argumentos. google scholar
  • Brants, K., & Voltmer, K. (2011). Introduction: Mediatization and De-centralization of Political Communication. google scholar
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  • Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652-661. https://doi.org/10.1177/1744987120927206 google scholar
  • Charmaz, K. (2006). Constructing Grounded Theory. A Practical Guide through Qualitative Analysis. Sage . google scholar
  • Conger, J. A., & Kanungo, R. N. (1987). Toward a Behavioral Theory of Charismatic Leadership in Organizational Settings. The Academy of Management Review, 12(4), 637-647. https://www.jstor.org/stable/258069 google scholar
  • Cordoba-Cabus, A., Hidalgo-Arjona, M., & Lopez-Martm, Â. (2021). Coverage of the 2021 Madrid regional election campaign by the main Spanish newspapers on Twitter: natural language processing and machine learning algorithms. Profesional de La Informacion, 30(6). https://doi.org/10.3145/epi.2021.nov.11 google scholar
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  • Garzia, D. (2013). Changing Parties, Changing Partisans: The Personalization of Partisan Attachments in Western Europe. Political Psychology, 34(1), 67-89. https://doi.org/10.1111/j.1467-9221.2012.00918.x google scholar
  • Garzia, D. (2014). Personalization of Politics and Electoral Change. Palgrave Macmillan. google scholar
  • Giddens, A. (1994). El Capitalismo y la Moderna Teorta Social (5a). Editorial Labor. google scholar
  • Glasser, B. G., & Strauss, A. L. (1999). The Discovery of Grounded Theory: strategies for a qualitative research. Aldine de Gruyter. google scholar
  • Goffman, E. (1977). La presentacion de la persona en la vida cotidiana. Amorrortu Editories. google scholar
  • Goffman, E. (2006). Frame Analysis. An Essay on the Organization of Experience. CIS. google scholar
  • Hallin, D., & Mancini, P. (2008). Comparing Media Systems. Three Models of Media and Politics. Cambridge University Press. google scholar
  • Hardin, G. (2005). La tragedia de los comunes. Revista de La UniversidadBolivariana, 4(10), 1-10. google scholar
  • Hartog, D. N. Den, & Verburg, R. M. (1997). Charisma and Rhetoric: Communicative Techniques of International Business Leaders. Leadership Quarterly, 8(4), 355-391. google scholar
  • Hernandez-Morales, A. (2022). Spain’s pop polarizer: The unlikely rise of Isabel D^az Ayuso - POLITICO. Politico.Eu. https://www.politico.eu/article/isabel-diaz-ayuso-profile-spain-madrid-pop-polarizer-unlikely-rise/ google scholar
  • Holtz-Bacha, C., Langer, A. I., & Merkle, S. (2014). The personalization of politics in comparative perspective: Campaign coverage in Germany and the United Kingdom. European Journal of Communication, 29(2), 153-170. https://doi.org/10.1177/0267323113516727 google scholar
  • House, R. J. (1976). A 1976 Theory of Chrismatic Leadership. Southern Illinois University Fourth Biennial Leadership Symposium. google scholar
  • Jayakody, J. A. S. K. (2008). Charisma as a cognitive-affective phenomenon: A follower-centric approach. Management Decision, 46(6), 832-845. https://doi.org/10.1108/00251740810882626 google scholar
  • Jung, C. G. (1970). Arquetipos e inconsciente colectivo. Paidos. google scholar
  • Kissas, A. (2019). Three theses on the mediatization of politics: evolutionist, intended, or imagined transformation? Communication Review, 22(3), 222-242. https://doi.org/10.1080/10714421.2019.1647726 google scholar
  • La Sexta Columna. (2022). Isabel D^az Ayuso, una "estrella del pop” y la ‘alumna mas aventajada del “trumpismo" en Espana.’ La Sexta. https://www.lasexta.com/programas/sexta-columna/noticias/isabel-diaz-ayuso-estrella-pop-alumna-mas-aventajada-trumpismo-espana_20220225621949005bbac90001008 dc8.html google scholar
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  • Lindholm, C. (2012). Carisma. Anâlisis del fenomeno carismâtico y su relacion con la conducta humana y los cambios sociales. Gedisa. google scholar
  • Mair, P. (2005). Democracy Beyond Parties. http://repositories.cdlib.org/csd/05-06 google scholar
  • Manin, B. (1998). Los principios del gobierno representativo. Alianza Editorial. google scholar
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  • Mazzoleni, G., & Sfardini, A. (2009). Politica Pop. Da "Porta a Porta” a "L’isola dei famosi.” Il Mulino. google scholar
  • McPhail, C. (2006). The Crowd and Collective Behavior: Bringing Symbolic Interaction Back In. Symbolic Interaction, 29(4), 433-464. http://www.ucpress.edu/journals/rights.htm. google scholar
  • Mead, G. H. (1982). Espiritu, persona y sociedad. Desde el punto de vista del conductismo social. Paidos. google scholar
  • Meeks, L. (2017). Getting Personal: Effects of Twitter Personalization on Candidate Evaluations. Politics and Gender, 13(1), 1-25. https://doi.org/10.1017/S1743923X16000696 google scholar
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  • Moret-Soler, D., Alonso-Munoz. Laura, & Casero-Ripolles, A. (2022). La negatividad digital como estrategia de campana en las elecciones de la Comunidad de Madrid de 2021 en Twitter. Prisma Comunicacion , 39, 48-73. google scholar
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  • Ostrom, E. (2000). El Gobierno de los Bienes Comunes. Fondo de Cultura Economica. google scholar
  • Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful Sampling for Qualitative Data Collection and Analysis in Mixed Method Implementation Research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544. https:// doi.org/10.1007/s10488-013-0528-y google scholar
  • Rebolledo, M. (2017). La personalizacion de la polftica: una propuesta de definicion para su estudio sistematico. Revista de Comunicacion, 16(2), 177-194. https://doi.org/10.26441/rc16.2-2017-a7 google scholar Rico, G. (2009). L^deres polfticos, opinion publica y comportamiento electoral en Espan (Vol. 270). Coleccion Monografıas, CIS. google scholar
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  • Shamir, B., House, R. J., & Arthur, M. B. (1993). The Motivational Effects of Charismatic Leadership: A Self-Concept Based Theory. Organization Science, 4(4), 577-594. https://about.jstor.org/terms google scholar
  • Sheafer, T. (2001). Charismatic Skill and Media Legitimacy. An Actor-centered Approach to Understanding the Political Communication Competition. Communication Research, 28(6), 711-736. google scholar
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Year 2023, Volume: 32 Issue: 2, 337 - 357, 27.11.2023
https://doi.org/10.26650/siyasal.2023.32.1339235

Abstract

References

  • Aduriz, I., & Pinheiro, M. (2019). Casado elige a D^az Ayuso como candidata a la Comunidad de Madrid y a Martmez-Almeida para la alcaMa. Eldiario.Es. https://www.eldiario.es/politica/casado-candidata-comunidad-madrid-alcaldia_1_1757004.html google scholar
  • Balmas, M., & Sheafer, T. (2014). Charismatic Leaders and Mediated Personalization in the International Arena. Communication Research, 41 (7), 991-1015. https://doi.org/10.1177/0093650213510936 google scholar
  • Bareno, G. (2021). Isabel D^az Ayuso: el icono pop que agita el debate en el PP. La Voz de Galicia. https://www. lavozdegalicia.es/noticia/espana/2021/11/14/icono-pop-agita-debate-pp/0003_202111G14P18991.htm google scholar
  • Barriuso, O. (2021). Ayuso, el icono pop. El Correo . https://www.elcorreo.com/politica/ayuso-icono-20210425221917-nt.html google scholar
  • Barthes, R. (2012). Mitolog^as . Biblioteca Nueva, Siglo XXI Editores. google scholar
  • Berger, P., & Luckmann, T. (1994). La Construccion Social de la Realidad (12th ed.). Amorrortu Editores. google scholar
  • Bourdieu, P. (1997). Sobre la television. Anagrama, Coleccion Argumentos. google scholar
  • Brants, K., & Voltmer, K. (2011). Introduction: Mediatization and De-centralization of Political Communication. google scholar
  • In K. Brants & K. Voltmer (Eds.), Political Communication in Postmodern Democracy Challenging the Primacy of Politics (pp. 1-18). Palgrave Macmillan. google scholar
  • Breuer, Stefan. (1996). Burocracia y carisma: la sociolog^a polftica de Max Weber. Alfons el Magnanim. google scholar
  • Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652-661. https://doi.org/10.1177/1744987120927206 google scholar
  • Charmaz, K. (2006). Constructing Grounded Theory. A Practical Guide through Qualitative Analysis. Sage . google scholar
  • Conger, J. A., & Kanungo, R. N. (1987). Toward a Behavioral Theory of Charismatic Leadership in Organizational Settings. The Academy of Management Review, 12(4), 637-647. https://www.jstor.org/stable/258069 google scholar
  • Cordoba-Cabus, A., Hidalgo-Arjona, M., & Lopez-Martm, Â. (2021). Coverage of the 2021 Madrid regional election campaign by the main Spanish newspapers on Twitter: natural language processing and machine learning algorithms. Profesional de La Informacion, 30(6). https://doi.org/10.3145/epi.2021.nov.11 google scholar
  • de Vreese, C. H., & Neijens, P. (2016). Measuring Media Exposure in a Changing Communications Environment. google scholar
  • Communication Methods and Measures, 10(2-3), 69-80. https://doi.org/10.1080/19312458.2016.1150441 google scholar
  • Elecciones autonomicas: La izquierda recuperarta la Comunidad de Madrid tras 24 anos. (2018). El Pa^s. https://elpais.com/politica/2019/05/19/actualidad/1558286092_743317.html google scholar
  • Fairclough, N. L., & Wodak, R. (1997). Critical discourse analysis. In T. A. van Dijk (Ed.), Discourse Studies. A Multidisciplinary Introduction (Vol. 2, pp. 258-284). Sage. google scholar
  • Farrell, D. M., & Webb, P. (2003). Political Parties as Campaign Organizations. In Parties Without Partisans (pp. 102-128). Oxford University PressOxford. https://doi.org/10.1093/0199253099.003.0006 google scholar
  • Freud, S. (2018). Psicolog^a de lasMasasyAnâlisis del Yo (Virtual). Omegalfa. google scholar
  • Garda Santamaria, S. (2022). Caring Ecologies of the New Right and Left: Popülist Performances of Care During the Pandemic. Media and Communication, 10(4), 224-235. https://doi.org/10.17645/mac.v10i4.5842 google scholar
  • Garda-Beaudoux, V., Berrocal, S., D’Adamo, O., & Bruni, L. (2023). Female political leadership styles as shown on Instagram during COVID-19. Comunicar, 31(75), 125-134. https://doi.org/10.3916/C75-2023-10 google scholar
  • Garea, F. (2018). Sanchez tumba a Rajoy y llega a Moncloa con el Gobierno mas debil de la democracia. El Confidencial. https://www.elconfidencial.com/espana/2018-06-01/mocion-censura-rajoy-pedro-sanchez-gobierno_1572631/ google scholar
  • Garzia, D. (2011). The personalization of politics in Western democracies: Causes and consequences on leader-follower relationships. Leadership Quarterly, 22(4), 697-709. https://doi.org/10.1016/j.leaqua.2011.05.010 google scholar
  • Garzia, D. (2013). Changing Parties, Changing Partisans: The Personalization of Partisan Attachments in Western Europe. Political Psychology, 34(1), 67-89. https://doi.org/10.1111/j.1467-9221.2012.00918.x google scholar
  • Garzia, D. (2014). Personalization of Politics and Electoral Change. Palgrave Macmillan. google scholar
  • Giddens, A. (1994). El Capitalismo y la Moderna Teorta Social (5a). Editorial Labor. google scholar
  • Glasser, B. G., & Strauss, A. L. (1999). The Discovery of Grounded Theory: strategies for a qualitative research. Aldine de Gruyter. google scholar
  • Goffman, E. (1977). La presentacion de la persona en la vida cotidiana. Amorrortu Editories. google scholar
  • Goffman, E. (2006). Frame Analysis. An Essay on the Organization of Experience. CIS. google scholar
  • Hallin, D., & Mancini, P. (2008). Comparing Media Systems. Three Models of Media and Politics. Cambridge University Press. google scholar
  • Hardin, G. (2005). La tragedia de los comunes. Revista de La UniversidadBolivariana, 4(10), 1-10. google scholar
  • Hartog, D. N. Den, & Verburg, R. M. (1997). Charisma and Rhetoric: Communicative Techniques of International Business Leaders. Leadership Quarterly, 8(4), 355-391. google scholar
  • Hernandez-Morales, A. (2022). Spain’s pop polarizer: The unlikely rise of Isabel D^az Ayuso - POLITICO. Politico.Eu. https://www.politico.eu/article/isabel-diaz-ayuso-profile-spain-madrid-pop-polarizer-unlikely-rise/ google scholar
  • Holtz-Bacha, C., Langer, A. I., & Merkle, S. (2014). The personalization of politics in comparative perspective: Campaign coverage in Germany and the United Kingdom. European Journal of Communication, 29(2), 153-170. https://doi.org/10.1177/0267323113516727 google scholar
  • House, R. J. (1976). A 1976 Theory of Chrismatic Leadership. Southern Illinois University Fourth Biennial Leadership Symposium. google scholar
  • Jayakody, J. A. S. K. (2008). Charisma as a cognitive-affective phenomenon: A follower-centric approach. Management Decision, 46(6), 832-845. https://doi.org/10.1108/00251740810882626 google scholar
  • Jung, C. G. (1970). Arquetipos e inconsciente colectivo. Paidos. google scholar
  • Kissas, A. (2019). Three theses on the mediatization of politics: evolutionist, intended, or imagined transformation? Communication Review, 22(3), 222-242. https://doi.org/10.1080/10714421.2019.1647726 google scholar
  • La Sexta Columna. (2022). Isabel D^az Ayuso, una "estrella del pop” y la ‘alumna mas aventajada del “trumpismo" en Espana.’ La Sexta. https://www.lasexta.com/programas/sexta-columna/noticias/isabel-diaz-ayuso-estrella-pop-alumna-mas-aventajada-trumpismo-espana_20220225621949005bbac90001008 dc8.html google scholar
  • Le Bon, G. (2018). Psicolog^a de las Masas. Biblioteca Virtual Omegalfa. google scholar
  • Lindholm, C. (2012). Carisma. Anâlisis del fenomeno carismâtico y su relacion con la conducta humana y los cambios sociales. Gedisa. google scholar
  • Mair, P. (2005). Democracy Beyond Parties. http://repositories.cdlib.org/csd/05-06 google scholar
  • Manin, B. (1998). Los principios del gobierno representativo. Alianza Editorial. google scholar
  • Mazzoleni, G., & Schulz, W. (1999). “Mediatization” of Politics: A Challenge for Democracy? Political Communication, 16(3), 247-261. https://doi.org/10.1080/105846099198613 google scholar
  • Mazzoleni, G., & Sfardini, A. (2009). Politica Pop. Da "Porta a Porta” a "L’isola dei famosi.” Il Mulino. google scholar
  • McPhail, C. (2006). The Crowd and Collective Behavior: Bringing Symbolic Interaction Back In. Symbolic Interaction, 29(4), 433-464. http://www.ucpress.edu/journals/rights.htm. google scholar
  • Mead, G. H. (1982). Espiritu, persona y sociedad. Desde el punto de vista del conductismo social. Paidos. google scholar
  • Meeks, L. (2017). Getting Personal: Effects of Twitter Personalization on Candidate Evaluations. Politics and Gender, 13(1), 1-25. https://doi.org/10.1017/S1743923X16000696 google scholar
  • Minguito, Â. (2021). Ayuso: entre lo Pop y lo popular. El Salto Diario. https://www.elsaltodiario.com/opinion/ maria-corrales-victoria-madrid-ayuso-pop google scholar
  • Moret-Soler, D., Alonso-Munoz. Laura, & Casero-Ripolles, A. (2022). La negatividad digital como estrategia de campana en las elecciones de la Comunidad de Madrid de 2021 en Twitter. Prisma Comunicacion , 39, 48-73. google scholar
  • Olson, M. (2002). The Logic of Collective Action: Public Goods and the Theory of Groups. Harvard University Press. google scholar
  • Ortega y Gasset, J. (2010). La Rebelion de las Masas. La Guillotina . google scholar
  • Ostrom, E. (2000). El Gobierno de los Bienes Comunes. Fondo de Cultura Economica. google scholar
  • Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful Sampling for Qualitative Data Collection and Analysis in Mixed Method Implementation Research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544. https:// doi.org/10.1007/s10488-013-0528-y google scholar
  • Rebolledo, M. (2017). La personalizacion de la polftica: una propuesta de definicion para su estudio sistematico. Revista de Comunicacion, 16(2), 177-194. https://doi.org/10.26441/rc16.2-2017-a7 google scholar Rico, G. (2009). L^deres polfticos, opinion publica y comportamiento electoral en Espan (Vol. 270). Coleccion Monografıas, CIS. google scholar
  • Sarria, B. (2023). La semana en que se bloqueo la centralita del PP: “Un tsunami de votantes y militantes ped^an su baja.” 20 Minutos. google scholar
  • Shamir, B., House, R. J., & Arthur, M. B. (1993). The Motivational Effects of Charismatic Leadership: A Self-Concept Based Theory. Organization Science, 4(4), 577-594. https://about.jstor.org/terms google scholar
  • Sheafer, T. (2001). Charismatic Skill and Media Legitimacy. An Actor-centered Approach to Understanding the Political Communication Competition. Communication Research, 28(6), 711-736. google scholar
  • Sheafer, T. (2008). Charismatic communication skill, media legitimacy, and electoral success. Journal of google scholar
  • PoliticalMarketing, 7(1), 1-24. https://doi.org/10.1080/15377850802063983 google scholar
  • Slater, M. D. (2004). Operationalizing and Analyzing Exposure: The Foundation of Media Effects Research. google scholar
  • Journalism &Mass Communication Quarterly, 81(1), 168-183.https://doi.org/10.1177/107769900408100112 google scholar
  • Snow, D. A., Rochford, E. B., Worden, S. K., & Benford, R. D. (1986). Frame Alignment Processes, Micromobilization, and Movement Participation. American Sociological Review, 51(4), 464-481. google scholar
  • Tarde, G. (1986). La Opinion y la Multitud (Vol. 1). Taurus. google scholar
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There are 73 citations in total.

Details

Primary Language English
Subjects Political Science (Other)
Journal Section Articles
Authors

Luis Ramos 0009-0001-0073-0738

Publication Date November 27, 2023
Submission Date August 7, 2023
Published in Issue Year 2023 Volume: 32 Issue: 2

Cite

APA Ramos, L. (2023). Analysis of Charismatic Deposits and the Staging of the President of Madrid’s Speeches. A Case Study. Siyasal: Journal of Political Sciences, 32(2), 337-357. https://doi.org/10.26650/siyasal.2023.32.1339235