Perception of charisma in text and speech

The perception of leaders as charismatic personalities has been linked to the level of (positive) emotion in their messages. The present paper reports a cross-modal perception study on the relationship between perceived charisma and positive as well as negative emotions. One hundred forty-nine participants listened or read Brexit speeches by four British politicians (David Cameron, Nicola Sturgeon, Nigel Farage, Theresa May) and rated their charisma using a 7-point Likert scale. Emotions in speeches were quantified on three dimensions (valence, arousal, dominance) and supplemented by analyses of person deixis (I vs. we). Results revealed that effects of emotions on perceived charisma are moderated by the modality of speeches. Emotionally positive words as well as inclusive person deixis increased charisma ratings in written messages, but the effect was reduced or not present in auditory versions of these messages. Implications arise for studies of political discourse that tend to focus on scripted speeches.