Charm

How Magnetic Personalities Shape Global Politics

Julia Sonnevend

$47.99

Hardback

Forthcoming
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English

Princeton University Press
20 August 2024

Media studies; Social theory; The self, ego, identity, personality; Political science & theory; International relations

"The utilization-and weaponization-of charm in contemporary global politics

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.

Sonnevend examines the mediated self-representations of a set of liberal, illiberal, and authoritarian political leaders, past and present: New Zealand's Jacinda Ardern, Hungary's Viktor Orbn, Iran's Mohammad Javad Zarif, North Korea's Kim Jong-un, and Germany's Angela Merkel. She considers how charm (or the lack of it) is wielded as a political tool, and the ways charm is weaponized to shape the international image of a country, potentially influencing decisions about military aid, trade, and even tourism. Sonnevend argues that charm will shape the future of democracy worldwide, as political values will be increasingly embodied by mediated personalities. These figures will rise and fall, often fading into irrelevance; but if we do not understand charm's political power, we cannot grasp today's fragile political moment."

By: Julia Sonnevend
Imprint: Princeton University Press
Country of Publication: United States
Dimensions: Height: 216mm, Width: 140mm,
ISBN: 9780691230337
ISBN 10: 0691230331
Pages: 208
Publication Date: 20 August 2024
Audience: College/higher education , Professional and scholarly , General/trade , Primary , Undergraduate
Format: Hardback
Publisher's Status: Forthcoming

Julia Sonnevend is associate professor of sociology and communications at the New School for Social Research and the author of Stories Without Borders: The Berlin Wall and the Making of a Global Iconic Event.

Reviews for Charm: How Magnetic Personalities Shape Global Politics

"""Pertinent and well researched, this book will be of particular interest to those with an interest in global politics. . . . Timely, illuminating reading."" * Kirkus *"