Charm

"In this book, media sociologist Julia Sonnevend argues that "charm" has become a keyword of contemporary global politics. As people increasingly turn their attention to political personalities in contrast to parties, policies, and institutions, the power of personal magnetism needs public examination. Traditional charisma used powerful rhetorical performances at a distance from political citizens in a limited set of media. In contrast, contemporary charm rests on proximity to political tribes and appears on a wide variety of media platforms. Politicians have to appear in the media as "one of us," as a person to have a beer with. This absurd requirement is at the heart of politics today. Focusing on the mediated self-representations of liberal, illiberal, and authoritarian political leaders from North Korea to Iran to New Zealand to Germany and Hungary, this book considers the role charm plays in contemporary politics worldwide. Sonnevend also discusses what she calls "charm offensives": country leaders' short-term public relations campaigns in which they weaponize their charm to shift their countries' international image. She ultimately argues that charm will shape the future of democracy worldwide, as political values will be increasingly embodied by mediated personalities. These personalities will come and go on the world stage, casting a magic spell to their tribes, causing both hope and despair. We need a better understanding of charm's political power to consider the fragile political moment we all live in"--