Chapter 2 The Rhetoric of Charismatic Leadership: A Theoretical Extension, a Case Study, and Implications for Research

Despite apparent consensus about the importance of leader rhetoric, the topic has not received systematic attention from leadership scholars. The purpose of this article is to advance the study of the relationship between rhetorical behavior and charismatic leadership in three ways: first, by presenting theoretically derived propositions about the expected contents of charismatic leaders’ speeches; second, by offering a thematic content analysis of a representative speech by a charismatic orator, in order to demonstrate the content themes suggested by the propositions; and third, by specifying the requirements for more systematic studies of the relationship between speech content and charisma.