The Magic Behind Charisma

What makes people so charismatic

He walked out onto the stage with a steady pace, body angled towards the audience. His body language was open and appeared so excited to be there.

His face plastered a warm and inviting smile as he lifted an arm and waved at the crowd.

He couldn’t make out even a face. But they could all see him.

As he neared towards centre-stage, he bowed repeatedly and his face still housed his welcoming smile even as he reached the middle.

He continued bowing and waving.

“Thank you very much, thank you very much. Hello, ladies and gentlemen!” His South-African accent present and clear.

The crowd got louder but still, he waved and started pacing centre-stage. His jittery excitement was infectious.

A loud voice from the audience screamed “Woo!”. The comedian chuckled and replied, “Woo! to you too.”

The audience chuckled now and began to settle down.

Trevor Noah was speaking.

Can you imagine if a comedian or even a speaker was NOT charismatic?

I mean, the trouble they would endure on the stage as people felt uncomfortable in the audience.

The audience might shift around, start taking out their phones and start talking amongst themselves.

The speaker would get hot under the collar as they tried to get even a petty laugh from the person at the front who felt sorry for them.

Let me identify a non-charismatic person for you. Katie Hopkins.

No matter where she is, the audience boo at her and give her a hard time. Still, you’ve got to give her credit for showing up every time a university calls her to give a talk.

By now, almost every university in the UK had the pleasure of making Katie uncomfortable.

Matter of fact, in one university, the lecture theatre was full-house. Students from all walks of life gathered in the lecture theatre.

Then an unsuspecting and smiling Katie walked onto the stage.

Unlike Trevor, she didn’t receive applause.

Though I suspect she might have received some boos as she got comfortable behind her only shield of protection — the podium. She continued to smile, albeit now it was shaky.

Then something unexpected happened. At least for Katie.

As soon as she began talking, the back row stood up and walked out, then the next row followed like a herd of sheep. This snake of defiance continued until no one was left in the largest theatre in the university.

Poor Katie only managed two sentences from her hate-filled speech. But she didn’t deserve to continue and spread hate.

She had to be shut up.

When it comes to charisma, what you stand for matters. Katie’s values and beliefs are (ironically) widely thought to be warped and close-minded.

No matter what she tries to do, she will be faced with a brick wall of no-nonsense folk who don’t find her likeable.

She has no charisma.

Let’s digress for a minute and look into what makes people charismatic.

Quantifying charisma

John Antonakis is a professor of organizational behaviour at the University of Lausanne in Switzerland.

He writes that “basically put, charisma is all about signalling information in a symbolic, emotional and value-based manner. Thus, charisma signalling is all about using verbal and non-verbal techniques.”

But what does this mean?

Charisma is the process of conveying a three-fold message.

This is not unlike Aristotle’s Artistic Proofs. Aristotle coined the terms logos, pathos and ethos — the sure-fast ways of persuasion.

• Logos is the ‘symbolic’ manner of persuasion. You must appeal to the logic and intellect of an audience to portray a visual message.
• Pathos is the ‘emotional’ manner. Through a warmth that is inviting and appealing to an audience, a charismatic person can connect at an emotional level.
• Ethos is the ‘value-based’ manner. A charismatic person can appeal to the morals of the audience. Here’s an example. If you knew that a ruthless serial killer was talking to you, you wouldn’t feel receptive towards them. You wouldn’t like them, right?

Yet, prolific serial killers like Ted Bundy were able to pluck their prey through their charisma. Ted’s prey didn’t know he was a serial killer. They fell for him.

Let’s go back to Trevor Noah.

Trevor’s jokes are symbolic — they come from a South African comedian who understands world struggles. He marries the West — as a whole, with Africa.

His jokes are also emotional for this reason too. Whilst they don’t cause you to gulp down your heavy tears, they strike a funny nerve.

And most importantly, Trevor’s jokes are morally sound. They are politically correct in the right way.

What Professor Antonakis calls “verbal and non-verbal techniques”, Oliva Fox Cabane, author of The Charisma Myth, defines charisma as being a combination of power, presence and warmth.

Trevor Noah has all three.

He has a certain power as people look up to him and know he can make them belly-laugh.

Every time he speaks, he is fully present. His jokes have a scientifically-thought out pause. One that is sure to induce a hearty laugh.

And Trevor has a captivating warmth. His presence coupled with his jokes makes you want him to continue talking.

As you can see, charisma gives people a magnetic quality.

But what about President Trump?

If charisma is what makes people likeable, then why does Trump have so many supporters?

Surely, he isn’t charismatic?

Here’s the thing. Trump’s ‘charisma’ can also be measured with the symbolic, emotional and value-based criteria.

• Trump became president by promising to ‘Make America Great Again’. He appealed to the logic of people who wanted to see America’s economy thrive again.
• He appeals to the emotions of a select few. Trump chose to appeal to a select group of people that would make up the majority of his supporters and voters. Thus, his speeches are targeted and appeal to those who think and feel like him.
• Whilst some, or perhaps most of Trump’s values are controversial, he is still able to appear charismatic. Again, this has to do with his target demographic. They have the same values and so find Trump likeable.

Thus, we see that charisma can work on a select group and can even make you president.

John Ensor, a magician, notes that “at its best, charisma is a mind-controlling superpower.”

We see that through President Trump and we see that when Hitler was able to herd masses of Nazis.

Back to Katie

Earlier in the post, I wrote that Katie Hopkins has no charisma because her values are misplaced.

I still stand by that. The majority of the UK — both young and old — find Katie Hopkins annoying at best and problematic at worst.

She is no longer a respectable social critic. Her try-hard-to-be-overtly-racist and controversial media personality leave people with a sour taste in their mouths.

I don’t find Katie charismatic in the same way I don’t find Trump nor Hitler charismatic. Most people don’t find all three charismatic.

To find them charismatic is to find them likeable. It is to support and to be appealed by them. And truth is, all three hate my kind of people.

Katie Hopkins indeed has some friends, some supporters and some fans. But they are only some. They are what keep her afloat. But they (thankfully) don’t reflect the feelings of the majority of people in the UK and elsewhere in the world.

Key Takeaway 🥡

Charisma is ‘a mind-controlling superpower’. It invites people to not only like you but to follow you mindlessly.

To be charismatic, one must present themselves and their ideas in a ‘symbolic, emotional and value-based manner’.

A simple way to do this is to be present and evoke warmth.

Be like Trevor Noah. Be charismatic.

Fatima Sultan is a writer, tutor and, self-proclaimed nerd. She writes about life and its many excitements and disappointments. She also apparently likes referring to herself in the third person. You can read more of her writing by subscribing to her free newsletter.