A cult of personality is created through a combination of psychological, social, and political mechanisms that elevate a leader to an almost divine status, often to maintain and consolidate power. This phenomenon is characterized by excessive flattery, loyalty signaling, and the manipulation of public perception.
Creation of a Cult of Personality
Psychological and Charismatic Factors: Leaders often possess or are perceived to possess exceptional qualities, which are amplified during times of crisis. This perception is crucial, as charismatic authority relies on followers believing in the leader’s extraordinary abilities, even if these are not objectively present (, 2020).
Mechanisms of Flattery and Loyalty: Personality cults are often built through mechanisms like loyalty signaling and emotional amplification. These mechanisms transform ordinary flattery into practices of ruler worship, often facilitated by patronage relationships (Márquez, 2020).
Media and Propaganda: Modern mass communication tools, such as media and propaganda, play a significant role in constructing and maintaining a cult of personality. For instance, Xi Jinping’s cult in China is bolstered by a vast propaganda apparatus (Lynch, 2020), while Abu Bakr al-Baghdadi used communication strategies to mystify his persona (Salih, 2024).
Maintenance of Power
Preference Falsification: Participation in a cult of personality often involves preference falsification, where individuals publicly support the leader despite private dissent. This helps dictators make informed personnel decisions and maintain control (Crabtree, Kern and Siegel, 2020).
Psychological Needs of Leaders: Some leaders, driven by narcissism and a need for adulation, use personality cults to satisfy personal psychological needs and reinforce their power (, 2020).
Ritualized Flattery: Excessive public flattery serves as a tool for political legitimation, especially in the absence of democratic processes. It discourages dissent and promotes conformity, thus stabilizing the leader’s position (Danziger, 2021).
Cults of personality are constructed through a blend of psychological manipulation, strategic use of media, and social mechanisms like loyalty signaling. These cults help maintain power by fostering an environment of conformity and adulation, which discourages dissent and reinforces the leader’s authority.
References
Crabtree, C., Kern, H., & Siegel, D., 2020. Cults of personality, preference falsification, and the dictator’s dilemma. Journal of Theoretical Politics, 32, pp. 409 – 434. https://doi.org/10.1177/0951629820927790
, 2020. Expanded literature review — ONLINE ONLY. **.
Márquez, X., 2020. The Mechanisms of Cult Production: An Overview. **. https://doi.org/10.2139/ssrn.3650704
Lynch, T., 2020. China Has Brought Forth a Xi Dada. **, 3, pp. 77-89.
Salih, M., 2024. The Curious Personality Cult of Abu Bakr Al-Baghdadi: At the Crossroads of Religion, Politics, and Communication Strategies and Technologies. Journal of Religion, Media and Digital Culture. https://doi.org/10.1163/21659214-bja10107
Danziger, R., 2021. The democratic king: The role of ritualized flattery in political discourse. Discourse & Society, 32, pp. 645 – 665. https://doi.org/10.1177/09579265211023224
