Can charisma be taught?

Overview

The video argues that charisma plays a major role in elections and public persuasion, often outweighing specific policy issues. It uses a political anecdote—Rick Perry stumbling in a debate and forgetting key names—to illustrate charisma visibly “breaking” in real time, suggesting voters respond not only to what candidates say, but to their perceived confidence and presence.

How Scholars Define Charisma

Scholars featured explain charisma as a form of personal magnetism—a “winning personality” that helps people get others to follow them. The commentary emphasizes that most voters aren’t choosing based on detailed policy; they’re reacting to how they feel about the person.

Charisma is described as:

• Neither purely earned nor universal—like beauty, it depends on the beholder.

Examples of Charisma in Politics

The video compares different politicians’ charisma styles:

• Reagan: praised for projecting warmth and leadership through humor; cited by polling as highly charismatic (though not #1 overall).
• George H. W. Bush: portrayed as less personally compelling but still able to win, reinforcing that charisma isn’t identical for everyone.
• George W. Bush: discussed as polarizing—sometimes compelling, sometimes not.
• Obama, Kennedy, and Clinton: referenced as examples of charisma with strong supporters and strong detractors.

Charisma Beyond Politics

The video broadens charisma beyond politicians, using comedic examples such as George Clooney, Derek Jeter, Oprah, and even the Cookie Monster (as a joke about “things that start with C”). The implication is that charisma is a general human social phenomenon.

Measuring Charisma Scientifically

A major portion introduces a scientific approach to measuring charisma using MIT research—via a device called the “sociometer” designed by Professor Alex Pentland.

Key claims include that charisma can be assessed through:

• How people move and speak
• Energy
• Hand and voice behavior
• Speech consistency/fluency

Notably, in business-related tests, charisma cues (such as sounding excited and speaking fluidly) could predict how a business plan would be judged even without knowing the plan.

Can Charisma Be Taught?

The video argues charisma can be taught and improved through training.

• John Neffinger (and partners at K&P Communications) defines charisma as strength + warmth and recommends practical techniques grounded in body language.
• Examples include:
  • Standing up straight (signals confidence/seriousness)
  • Smiling (signals warmth)
  • Eye intensity (signals strength)

The segment applies this framework critically to candidates:

• It suggests Obama sometimes distances himself by raising his chin—an authority cue that can look arrogant.
• It claims Mitt Romney can appear ingratiating or “fake” when trying too hard to seem friendly.

Warning: The Risk of Overvaluing Likability

The video cautions that while charisma can strongly influence voting (citing poll results where many voters say it matters), relying too heavily on superficial “likability” can lead to disastrous policy choices—a risk heightened by the media/television-driven nature of modern politics.

Presenters / Contributors

• Joseph Nye (Professor, Harvard Kennedy School) (name appears as “Joseph NY” in subtitles)
• Mark Oppenheimer (Yale professor)
• Alex Pentland (MIT; inventor of the sociometer)
• John Neffinger (K&P Communications; runs charisma workshops)
• MIT Media Lab researchers (team referenced via Pentland)
• Harvard Kennedy School (institution referenced via Nye)
• Yale (institution referenced via Oppenheimer)

Discussed as Examples (Not Contributors)

• Rick Perry, Ronald Reagan, George H. W. Bush, George W. Bush, Barack Obama, Mitt Romney
• Barack Obama’s supporters/critics