A dramaturgical analysis of charismatic leader discourse

Many charismatic leaders are renowned for their exemplary rhetorical skills and powers of persuasion and their sense of drama. Interpreting the charismatic relationship as a drama invokes a cast of characters, with the charismatic leader and followers as main protagonist and co‐protagonists, respectively, and competitors and opponents as antagonists. Viewing the charismatic relationship from this perspective also suggests tensions and dilemmas that the leader, in particular, must resolve for the drama to have an outcome mutually acceptable to the actors and their audience. This paper describes the kinds of impression management techniques used by Steve Jobs of Apple Computer, a well‐known charismatic leader, to resolve the dilemmas and tensions resulting from the dramatic nature of the charismatic relationship.