The Triangle of Leadership. Authenticity, Competence and Ordinariness in Political Marketing
Author(s)
Ceccobelli, Diego
Date Issued
2022
Type
article
Volume
2
Start Page
1
End Page
13
Journal
Abstract
By reflecting on the interactions among three components – the perception
of authenticity, ordinariness and competence – and adopting a holistic
approach, this article presents and offers an innovative conceptual framework and a heuristic tool to understand and graphically represent what
drives the popularity and success of contemporary political leaders and to
co-explain the reasons for their success (or failure). We name this tool the
triangle of leadership. With this research aim in mind, we organize this article
as follows. First, we pose its theoretical premises by distinctively reflecting
on why we believe that competence, authenticity and ordinariness are the
most useful and comprehensive dimensions (and terms) to use to understand what makes a political leader as such. Second, we present and discuss
its main features, properties, theoretical and practical implications. Finally,
with the aim of building a new and solid bridge between academia and
political marketing practices and practitioners, we conclude by claiming
that the triangle of leadership has the potential to empower political marketing practitioners (and the whole array of civil society actors and organizations) to effectively advise their clients in their attempts to attain high
personal approval ratings and electoral support.