Cult of personality: characteristics of this form of domination

When we talk about inequality, we often focus only on the economic: the situations in which that a minority have enough money to control many aspects of the lives of the rest of the people.

It is true that it makes sense to focus on the material accumulation of goods and money, because today having a high level of income explains many things. However, we must not lose sight of the fact that there are other forms of inequality that go beyond our capacity. economic, and that is reflected in cultural phenomena and the ability to condition the behavior of the rest. The cult of personality, or cult of the person, is a clear example of this, and in this article we will see what it consists of.

• Related article: "Types of Leadership: The 5 most common types of leader"

What is the cult of personality?

The cult of personality is a massive phenomenon of following, flattery and constant obedience to an individual who has become erected leader of a particular movement or establishment, usually extending this to the scope of an entire country, as minimum.

On the other hand, the cult of the person characterized by the uncritical attitude of those who follow the leader, and by sectarian and hostile behavior towards those who do not obey, as well as by ritualized activities and the use of symbols and icons reminiscent of the leader, in a way similar to what happens with symbols in the case of organized religions typical of non-traditional societies. nomads.

Characteristics of this mass phenomenon

These are the main characteristics of the cult of personality, and they serve to distinguish it from other means of influence from leadership.

1. Generates a feeling of unity among the masses

The leader who is praised by the masses puts a face on something much more abstract, a collective movement that needs icons to represent his unity and defend it in an easy and intuitive way. In this sense, this class of caudillos have a function similar to that of kings, although unlike these they have more means to make themselves known to millions of people: photographs, television, Internet, radio, etc.

2. Projects an idealized image thanks to distancing

Another factor that allows the leader to maintain power is the fact that he controls his image a lot. Is not constantly exposed to the scrutiny of others, but does it on rare occasions and in a very studied way, to offer its most flattering facet. For this, video and photo editions are carried out, censorship policies before critics or journalists, etc.

• You may be interested: "The 5 types of dictatorship: from totalitarianism to authoritarianism"

3. It is associated with values ​​linked to conservative values

The cult of personality relies on ideas and symbols deeply ingrained culturally among the followers of the leader, but manipulating them to fit your specific purposes. For example, if in that society the nuclear family unit is considered something that must be defended at all costs, the leader can justify their anti-abortion measures stating that they will prevent daughters from leaving their parents due to the crisis that (supposedly) involves eliminating a embryo.

4. Add an emotional charge to political measures

Nothing conveys emotions like a face made of flesh and blood. Something as simple as having someone defend a political ideology can add legitimacy and attractiveness to these ideas, if a good public image is offered.

5. Give meaning to collective sacrifices

This aspect of the cult of personality is related to the previous one. Thanks to the constant requests to connect emotionally with the leader or caudillo, the hardships for which may pass the people are justified as part of a collective plan to reach the objectives set by the regime. The protests and riots are seen as a betrayal of the caudillo and, by extension, the people, which justifies their violent repression.

6. It allows filtering the interests of the elites in the public agenda

As the leader comes to represent the people, they can impose his own ideas (or those of the minority that help him to stay in power) in the objectives to be achieved collectively, making it clear that these are interests that benefit the most. This is the reason why the cult of personality has historically been used to advance totally new policies while in theory defends the rule of common sense and a conservative attitude (which in practice is expressed only in the face of what is considered to be "interference external ").

Why is it used by totalitarian regimes?

Judging by the characteristics of the cult of personality, it is already beginning to intuit why this social phenomenon is promoted by the oligarchies that maintain the power of a region. The figure of the leader who gives meaning to everything that happens among the civilian population allows to control dissent through simple and that appeals to the emotions, as well as not have to acknowledge mistakes or be accountable to any authority (because all authority is accumulated by the caudillo).

On the other hand, the country's propaganda machine can offer political and ideological propaganda speaking only of the leader and his proposals and ideas, passing this type of content as information of interest general.

On the other hand, the cult of personality has weaknesses in what are its strengths: if the leader is eliminated or if another establishment arises that surpasses in authority, all his propaganda and power cease to be viable, and his influence disappears beyond the minds of those nostalgic for the regime. previous.

Bibliographic references:

• Bradley K. Martin. Under the Loving Care of the Fatherly Leader: North Korea and the Kim Dynasty. New York: Saint Martin's Griffin.
• Kershaw, I. (2001). The Hitler Myth: Image and Reality in the Third Reich. London: Oxford University Press.
• Strong, Carol; Killingsworth, Matt (2011). Stalin the Charismatic Leader?: Explaining the 'Cult of Personality' as a legitimation technique. Politics, Religion & Ideology. 12 (4): pp. 391 - 411.