chapter  6
23 Pages

Charismatic leadership

Why, then, was Monti effectively trounced at the 2013 Italian national elections?

The answer lies, in large part, to his inability to match the charismatic rhetoric,

seductive promises and emotional appeal of his two less qualified (but far more

popular) rivals, Silvio Berlusconi and Beppe Grillo. Whilst neither could match

either Monti’s track record of fiscal success or his economic knowledge, they

were nevertheless able to make far superior gains in popularity, via their ability

to connect emotionally with the electorate, and to use rhetoric accordingly to

secure votes.