Charm - by Julia Sonnevend (Hardcover)

About the Book

"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"--

Book Synopsis

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 Orbán, 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.

Review Quotes

"Julia Sonnevend convincingly argues that charm is a potent force in global politics, deserving of serious scholarly attention despite the inherent difficulties in measuring it and identifying its effects. Her interdisciplinary approach and diverse case studies make the book valuable for scholars, students, and practitioners interested in political communication in the social media age."---Brandon Gorman, Social Forces

"A powerful reminder that in international politics, the personal is still political. . . . For anyone interested in understanding the intersection of personality and power in mass media on the global stage, Sonnevend's Charm offers a compelling, nuanced exploration of the forces that shape our media world today. It reminds us that the allure of charm may captivate us, but it is up to us to decide whether the performance is worth the price."---Robert Watson, International Journal of Communications

"To understand modern politics, including the Kamala Harris and Donald Trump campaigns, distinguishing between two qualities--charisma and charm--is vital. They are different kinds of political magnetism. And thanks to the sociologist Julia Sonnevend, I'll never conflate them again."---Conor Friedersdorf, The Atlantic

"Sonnevend explains how politicians like [Jacinda] Ardern woo voters by deploying an array of techniques, which are often turbo-charged by social media. . . . Sonnevend guides the reader through a range of examples that can be jarring."---Tom F. Wright, Bloomberg

"A New Yorker Best Book We've Read This Year"

"Sonnevend, a sociologist at the New School, offers some clues. . . . It has a lot to do with the way we see politicians in the Internet era. . . . Charm excites us and, when it works, seems undeniable. But, unlike charisma, it isn't a gift from the gods. We shouldn't put too much store in anything so terrestrial."---Joshua Rothman, New Yorker

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

About the Author

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