An insatiable hunger for charisma? A follower-centric analysis of populism and charismatic leadership

While scholarship often assumes that strong leaders and charismatic leadership play an important role in the emergence of populist politics, research has missed a closer exploration of charisma attribution to populists. Addressing this charismatic leadership hypothesis requires populism and charisma to be analysed from the followers’ perspective. This article takes a unique look at the social-psychological dynamics behind populism. Using quantitative survey data that was collected from Hungarian voters (N = 1200), this article examines the relationship between populist attitudes as follower characteristics in modern politics and charisma attribution. To reveal how a populist worldview can affect the follower’s expectations and perceptions, we break charisma attribution down into three phases: (1) the general hunger for charisma (the romance of leadership); (2) perceptions of charismatic behaviour of the top candidates in the 2022 Hungarian parliamentary elections (i.e., Viktor Orbán and Péter Márki-Zay); and (3) emotional attachment to these leaders. Our findings show that populism makes people more hungry for charisma and more sensitive to recognising charismatic behaviour but does not necessarily create an emotional bond with specific leaders. This article also sheds light on some directions of future research to explore other distinctive characteristics of populist followers that can influence social constructions of charismatic leadership. The limitations and implications are also discussed.