The politics of manipulated resonance: personalised leadership in populism

Purpose The article aims to examine the role of personalised leadership in populism, focusing on its impact on the construction of political hegemony within the process of signifying the people. It highlights how populist leaders manipulate the resonance with the people, transforming disintermediation into a challenge to liberal democracy. Design/methodology/approach Drawing on a political sociological perspective, this article integrates theoretical frameworks on the personalisation of politics and leadership, disintermediation and populism. Using a sociological theoretical approach, it examines how populist leaders construct an imagined “people” and establish direct, emotionally charged connections with them. Findings The findings indicate that the personalisation of populist leadership constitutes a distinct trajectory within the broader phenomenon of personalisation, shaped by its unique conception of politics and democracy. Populist leaders politicise social resentment and shape the people as a symbolic and homogeneous community characterised by anti-elitism and anti-pluralism. This dynamic is defined by a process of leadership legitimation rooted in the strategic manipulation of resonance with the people. The study examines how populist leaders employ symbolic and performative strategies to unify fragmented societies, leveraging the politics of similarity to forge strong and direct bonds with their constituencies. Research limitations/implications This article, while primarily rooted in theoretical analysis, provides a foundation for future empirical research exploring the mechanisms and impacts of populist leadership across varied cultural and political contexts. Originality/value This research advances the discourse on political sociology by providing a nuanced understanding of populist leadership. It outlines the processes through which leaders manipulate resonance and redefine political representation, providing valuable insights into the broader implications of populism for contemporary democracy.