The Irresistible Allure of Charismatic Leaders? Populism, Social Identity, and Polarisation

Abstract

This article examines the complex interplay between populism, social identity, and charisma attribution in leader–follower relationships. Drawing on a survey conducted in Hungary during the 2022 election, we investigate how populist attitudes and partisan identity shape citizens’ perceptions of leaders, specifically assessing the charismatic appeal of Viktor Orbán and Péter Márki-Zay, and charisma attribution across three levels: a general need for charismatic leadership, recognition of specific charismatic behaviours, and emotional attachment. We found that while populist attitudes drive an overarching idealisation of leadership, partisan identity more directly influences the perception of leaders’ charismatic qualities and emotional connections to them. Contrary to prevailing assumptions, our findings reveal that populist attitudes do not have a direct effect on (leader) affective polarisation, while the idealisation of leadership significantly increases it. A key observation here is that while partisanship influences both positive and negative perceptions of charisma, identity strength only enhances emotional attachment in the positive direction. It has no moderating effect on negative perceptions, suggesting that rejection of the out-group leader is a foundational aspect of group membership. These dynamics underscore the role of populism and identity politics in fostering political divisions, suggesting that identity-based attachments are crucial for understanding the emotional resonance between charismatic leaders and their followers. This study contributes to the ongoing discourse on the relationship between charismatic leadership and populism, identity, and polarisation, emphasising the significance of followers’ attitudes in political dynamics.