New Books In World Affairs

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 Charm: How Magnetic Personalities Shape Global Politics (Princeton UP, 2024), 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 leader