s Max Weber highlighted in his theory, charisma is the only force that can ensure social dynamics [1]. According to the sociologist, it emerges in extraordinary moments, when everyday life comes into crisis. Charismatic power is based on the exceptional qualities possessed by few people, able to redefine the established social order. In its original sense, charisma derives from the belief that someone has a direct and privileged relationship with a deity. The anthropology of religion allows us to understand the conceptual roots of charisma thanks to the study of the magician kings, both in the primitive societies of Africa and Oceania, and in Europe during absolute monarchies. According to James George Frazer, Kings Charles II of Great Britain was able to heal scrofula by the laying on of hands [2]. As evidenced in numerous documents collected by Frazer, the king's intercession with the deity made it possible to obtain great influence. Weber also sees the roots of charisma in religion. Charisma represents a divine gift granted for the benefit of a population that God wants to protect, save, or lead to a position of dominance over other peoples [3]. Weber's analysis emphasises the importance of religious links between power and divine grace. In the Bible, the ancient prophets have supernatural powers, and the figure of Moses represents the prototype of all charismatic leaders. The biblical prophet says, “You have heard that it was said … But I say to you …” to express disruptive charismatic power. It is a vocation with a specific mission: to save people from slavery. For this reason, charisma must
CHARISMA AND BRAND RELEVANCE: How to achieve a strong corporate identity
Aug 01, 2022
9 minutes
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