Jimmy Carter and the rhetoric of charisma |
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| Authors: | J Louis Campbell III |
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| Institution: | Assistant Professor, Department of Human Communication , Rutgers University |
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| Abstract: | Jimmy Carter's unusual success in the Presidential Primaries of 1976 has been the subject of much discussion. One rhetorical explanation posits that Carter's message may be described in terms of Weber's concept of charisma, and Bormann's theory of rhetorical vision. The charismatic message was caught up in a unique rhetorical situation, the social fantasies attending the Bicentennial Celebration. Carter's rhetoric and the people's fantasies transcended along similar lines. This confluence helped to carry Carter to the White House. |
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