Charisma as Social Process: A Longiduinal Case Study of George W Bush's Leadership

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The problem is that there is a disagreement among scholars concerning emergence of charisma. The purpose of the study is to explore emergence of charisma in different contexts. Consequently, in order to shed light on the problem I ask how charisma emerges in the contexts of this study. In order to answer the question, I do a longitudinal case study of George W Bush (GWB) in three contexts: GWB as Governor of Texas, GWB as President prior to 9/11 and GWB as President after 9/11. By employing a longitudinal case study I study GWB’s leadership contexts, his interaction with Americans, his manipulation of 9/11 for his own purposes and whether a change occurs at each context. The study uses a theoretical framework based on conceptualization of charisma developed by Bradley (1999). He distinguishes three different levels of charisma: charisma as social category, charisma as social relationship and charisma as social structure. In my case study I have explored and analyzed manifestation of charisma at each of these levels in the contexts by using Bradley’s definition of charisma as social phenomenon. The study concludes that charisma has "probably" emerged in the third context after 9/11, because a radical social change occurred. The first and the second contexts failed to produce any change, because there was absent of charisma at all levels. Two factors determined the emergence of charisma: - A crisis was present during the third context. It is a necessary condition for emergence of charisma. - Charisma is a structural phenomenon. It is not a personal quality of a leader. A large amount of collective energy was boiled at the structural level after 9/11. As a result a change occurred. Conseque...