Exploring charismatic leadership and the use of vision and imagery in the speeches of President Barack Obama in the 2012 campaign.
(2013) Exploring charismatic leadership and the use of vision and imagery in the speeches of President Barack Obama in the 2012 campaign., no. 89.
Purpose - This dissertation research aims to analyse the speeches of President Barack Obama delivered during the 2012 USA Presidential election campaign. The research focuses on leader's use of visions and the relation these visions have to charismatic leadership. This study continues the work of previous authors as it is focuses on the most recent election. Methodology - A qualitative approach was employed using content analysis to code the one hundred and fifty one speeches for visions. An initial sample of fifteen speeches was coded for the presence visions. The process of coding uncovered eleven common speech images which were then categorised into four groups using a table inspired by the literature. Findings - The research explored the speech images with charismatic leadership theory as a guide and found that the images employed by President Obama had the potential to induce desired behaviours in followers in line with the literature. The study also found that negativity towards his opponent was vey common and featured in each of the four categories of speech images. Implications - The implications of this study are focused towards research as the are a continuum of current studies on Presidential elections. While previous studies on charismatic leadership have looked at past leaders this study focuses on a current leader still in office. There is scope, however for further research into the data to uncover a greater depth of understanding.