In a Measure of Charisma, McCain Wins Out, Says UB Professor

BUFFALO, N.Y. -- Presidential candidate John McCain is the clear front-runner in the battle for charismatic appeal, says a University at Buffalo researcher who studies the attributes of charisma and leadership.

Using a six-point scale to measure the political charisma of the major presidential candidates, James Meindl, Carmichael Professor of Organization and Human Resources in the UB School of Management, believes that McCain more strongly exhibits intangible traits that make up

the phenomenon known as charisma.

George W. Bush's level of charisma is a distant second to McCain's, followed closely by Al Gore and Bill Bradley, says Meindl, who has published studies on the romance of leadership.

"McCain's eventful life story, his personal style and his use of unique political tactics create a formula for charisma that is very powerful when it's mixed with the country's current political atmosphere," Meindl says.

"Charisma is in the eye of the beholder, so a misstep by any of the candidates can diminish their charisma in the minds of the voters," adds Meindl. "But McCain right now seems to possess a blustery charm and quirky political strategy that is appealing to voters and to the media, which makes him seem more charismatic than the other candidates."

Gore and Bush, in particular, don't come close to matching McCain on a key attribute of charisma that Meindl calls "biography/background." According to Meindl, McCain's war-hero past elevates him to near mythic status, while the family backgrounds and Ivy-League pedigrees of Gore and Bush give them the appearance of unearned privilege, which may be causing voters to question the candidates' character.

"In this election, a candidate's background is a particularly important part of what constitutes charisma because the Clinton presidency has made characteristics such as integrity and honesty very important to people," Meindl says.

Bradley scores high on "biography/background" because of his professional basketball career, according to Meindl, but Bradley's appeal is diminished by his poor scores on other

attributes that make up charisma, such as "physical presence." This attribute was affected negatively, Meindl says, by reports of Bradley's heart condition, which called into question the candidate's vitality and strength.

Moreover, Meindl believes, Bradley's reputation for being intellectually aloof hurts him on another key element of charisma, "personal style," which Meindl defines as a host of communication skills and mannerisms that determine how successfully a candidate is able to emotionally connect with people.

"Modern-day charismatics are often intellectually stimulating, but the key is not simply being smart," Meindl says. "Intelligence needs to be conveyed with passion and emotion in a way that raises people's egos. Bradley strikes many people as being smart and reasonable, but minus the passion and emotion, he comes across as a bit of a 'poindexter.'"

Meindl outlines six attributes that he says form the basis of political charisma:

o Biography/background. Defined as life experiences and accomplishments. Meindl believes that Bush's poor score here in comparison to the other candidates contributes to his perceived "hollowness" of character.

o Personal style. Because charisma has so much to do with connecting emotionally with people, a candidate's oratory skills and how well he or she interacts with small and large groups of people is critical, Meindl says. Having a good sense of humor creates a warm and engaging personal style that raises the human appeal of the candidate without diminishing the importance of issues. McCain and Bush, despite their reputations for fiery tempers, create a public persona of warmth and humor that is less evident with Gore and Bradley, Meindl believes.

o Situation/circumstance. A person's ability to appear decisive and in control during a crisis or in the face of ambiguity is an important element of what makes them charismatic. How a candidate reacts to bumps on the campaign trail can either improve of diminish their charisma. "Charismatic appeal is very much of a band-wagon phenomenon," Meindl says. "An underdog on the rise is more charismatically appealing than one on the decline. The insurgency of McCain adds to his luster the same way that the recent setbacks of Bradley detract from his."

o Strategy/tactics. How adroitly a candidate manages his campaign and how he responds to his opposition's tactics dramatically affects his charismatic appeal, Meindl says. McCain's unconventional political tactics, such as the use of the "Straight Talk Express" campaign bus, give him the edge on this attribute of charisma.

o Position on issues. Voters tend to view candidates who are ideologically similar to them as charismatic, if the candidates are able to clearly articulate a vision for the future that is compelling to others. So the candidates must select and accentuate issues that imbue a sense of mission to the voters, Meindl says.

o Physical presence. Physical attractiveness is an important element of charisma, Meindl says. It can help to be tall and good-looking, but physical presence goes beyond looks and extends to a candidate's bearing and how he handles himself in public or during debates. Gore's handlers have done an effective job of presenting Gore as an "alpha male," says Meindl, but his naturally stiff public bearing obviously has affected his charismatic appeal, although he has worked hard to change that perception with some success.

"Charismatic leadership is very much a personal connection that is made between the leader and follower, be it up-close-and-personal or admired from afar, as is the case with the vast majority of voters," Meindl says. "In the end, whether a candidate is charismatic or not depends on how each one of us feels about him, based on our reaction to a number of complex factors."