A follower-centric approach to the 2016 US presidential election: Candidate rhetoric and follower attributions of charisma and effectiveness

Abstract

The 2016 US Presidential Campaign was followed worldwide due to the dynamic nature of the candidates and the controversy surrounding them. This study takes a unique look at the candidacy of Donald Trump through the eyes of his followers. Using both qualitative data collected from campaign speeches and quantitative data collected from followers, our study examines (1) the positive/negative valence of the rhetoric used by both presidential candidates and (2) the relationship between follower characteristics, perceived threat of social groups, and attributions of charisma and effectiveness to Donald Trump. The results of this study suggest that Trump’s rhetoric was significantly more negative, hostile, and aggressive than Clinton’s. In addition, quantitative analyses show a direct relationship between followers’ attitudes toward gender and attributions of charisma and effectiveness to Trump. Finally, followers’ perceived threat of social groups mediated relationships between follower self-esteem, romance of leadership, gender attitudes, and attributions of charisma and effectiveness to Trump. Our results shed further light on the important role that follower characteristics and perceptions play in predicting social constructions of leadership and attributions of charisma. Implications for both organizations and scholars of leadership are discussed.