MASTER DEGREE IN ECONOMICS AND COMMUNICATION

FOR MANAGEMENT AND INNOVATION

ENTERPRISE COMMUNICATION MANAGEMENT

Lecture’s name: The Roman and Greek Heritage of Communication
Professor’s name: VALERIO MANCINI

Prof. Valerio Mancini

Department of Management
Faculty of Economics
A.A. 2022-2023
 Learning Outcomes

Improving knowledge in Political

Communication Government
starting from the Roman
heritage
Analyzing Political and nation
Branding techniques with the
focus of the Roman World

Studying the importance of

Roman and Greek rhetoric
concepts to the modern political
campaigns
Knowing the main symbols of
the Roman world, with a specific
focus on the Syrian heritage and
the Roman influence in the
region

2 www.romebusinesschool.it
 Objectives of the course

Learning about the historical background of Political

Learning marketing and Political public relations

Discoverin Discovering the Roman (and Greek) heritage in shaping

g modern public speaking and political communication

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 Learning outcomes:

After the lecture, you will be able to:

• Possess the principles of classical political
rhetoric
• Understand where the inner mechanisms of
political persuasion coming from
• Handle political communication strategies
How to build your marketing strategy

Product Strategic
Place Partnership
Market
Price Intelligence

What is Marketing about?

Promotion Customers

Brand Distribution Sponsorship

Channel
How to build your marketing strategy

“Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and value with
other”
Objectives (Philip Kotler)

Target customers

Target competitors

General strategy

Marketing mix

Communication Product Distribution

Price CRM
Promotion Service policy channels

Source: “Marketing Management”, Keller, Kotler, PEARSON and “Marketing Management, Wiener, Dahr, Mosca, APOGEO
 The first use of the term “political
marketing” has been attributed to
political scientist Stanley Kelley in his
book on Professional Public Relations
and Political Power (Kelley 1956) in
which he describes the growing
importance of “the public relations
man” in political campaigns.

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 HISTORY of the PR

Although some currents of thought trace the

origins of Public Relations back to the time of the
first Greek, Roman and Egyptian societies, PR as
we know them only came about in the early
1900s thanks to the American journalist Ivy Lee.
After following the election campaigns of the
Democratic Party, Ivy Lee was called in 1906 by
the Pennsylvania Railroad company to deal with
an accident on the Atlantic City railway line. On
that occasion Lee released what could be
considered the first press release, with the aim of
communicating what happened in a clear and
direct way to journalists and citizens.

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 STRATEGIC SOCIAL MEDIA WEBSITE OPTIMISATION RICH AND ENGAGING

Public CAMPAIGNS AND LOCAL VERSION CONTENT (LISTICLES, FACT

SHEETS, ANNOUNCEMENT
RELEASES, ETC.)

relations - KEY
actions
TARGETED PRESS TRIPS AND PARTNERING WITH THE PARTICIPATION IN FAIRS AND
MEDIA COVERAGE MOST IMPORTANT MEDIA ORGANISING EVENTS.

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 «Birth» of Political Marketing

in 1952, presidential
candidate General Dwight
Eisenhower decided to hire
the advertising agency
BBDO (Barton, Durstine,
Osborn & Batten Co.) to
work on his image during
the election campaign.

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 Public opinion as a group of opinions and
beliefs shaped by the influence of an elites

Reality is socially constructed and based on our

confirmations biases (the tendency to interpret new
evidence as confirmation of one's existing beliefs or
theories).

The Intellectuals are specialists in defamation,

they are basically political commissars, they
are the ideological administrators, the most
threatened by dissidence. (Noam Chomsky)

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Gustave Le Bon - The
Psychology of Peoples (1894)
Psychological crowd as a collective "unconsciousness" of
alienated individuals trapped into "magnetic influence given out
by the crowd" where individual's behavior becomes governed
by the "group mind".
Le Bon detailed three key processes that create the
psychological crowd (The Crowd: A Study of the Popular Mind -
1895):
• Anonymity
• Contagion
• Suggestibility

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 Public Opinion- Walter
Lippmann
“the pictures inside people’s heads do not automatically correspond with the world
outside”
“representation of the unseen facts”

Lippmann compared the masses to a “great beast” and a bewildered herd that
needed to be guided by a governing elite. The public sphere is an environment of mass
deception and manipulation.

Tout pour le peuple ; rien par le peuple; Everything for the people,
without the people's consent

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Public opinion
– Case study 1

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Public opinion
– Case study 2

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Public opinion – Case study 3

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 Elites theory
A minority, consisting of members of the economic elite and
policy-planning networks, have the power and this power is
independent of a state's democratic elections process.
Through positions in corporations or on corporate boards, and
influence over the public opinion and via the media, members
of the "elite" exert power (Schumpeter, Pareto, Michels).
The elite theory simply rejects the possibility that citizens can
participate as equals.
The quality of a democracy is not that it is not ruled by elites
but that there is a democratic circulation of elites, their
formation and competition is democratic. Eg. Poliarchy (Dahl)

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Birth of propaganda – the «Consensus» strategy

Mass party Mass media

Charismatic leadership Nationalism and the

(Führerprinzip) concept of “Volk”

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 The NAZI Propaganda

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 https://www.youtube.com/watch?v=RTEN06p6Rqk

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Why and how
ancient Rome
matters to the
modern world?
 In Ancient
Rome
«consensus»
mattered since
the power has
never been
absolute but
based on
adherence to
traditions or
confiance of
Potestas auctoritas Imperium Senatus.

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 Elected from each of Rome's major tribes in turn

chief executive of the Senate and the people.

Only in military matters, the king's authority (Imperium) was

likely absolute.

In addition to the authority of the

King, there were three administrative
assemblies: the Senate, which acted
as an advisory body for the King; the
Comitia Curiata, which could
endorse and ratify laws suggested by
the King; and the Comitia Calata,
which was an assembly of the
priestly college
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 The Roman Republic resulted in an
unusual mixture of democracy and
oligarchy. The word «Republic» comes
from the Latin res publica, which literally
translates to "public business". Roman
laws traditionally could only be passed
by a vote of the Popular assembly
(Comitia Tributa).

Likewise, candidates for public positions had to run for election by the
people. However, the Roman Senate represented an oligarchic
institution, which acted as an advisory body.
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In the early Empire, the pretense of a
republican form of government was
maintained. The Roman Emperor was
portrayed as only a princeps, or "first
citizen", and the Senate gained
legislative power and all legal authority
previously held by the popular
assemblies.
Only later, the rule of the Emperors
became autocratic, and the Senate was
reduced to an advisory body appointed
by the Emperor.
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Roman ideas about citizenship and constitutions helped frame Western political thought.
The concept of individual liberty guaranteed by law, the beliefs that the end of political
rule is the common good and that the community stands and falls on the civic virtue of its
citizens, a strong notion of collective identity expressed in terms of cultural solidarity and
common love for the fatherland
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Rhetoric, especially the work of Cicero, as an extended engagement with the ideals and
demands of the Republican citizenship
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 One of the three members of the
trivium of the liberal arts, along
with grammar and dialectic,
rhetoric constituted the core
of study for educated Romans
by (at the latest) the first century
bce.
The study of classical rhetoric
spurred early modern practices
of politics and political
communication

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 Gorgias (Greek school; 400-300 B.C.) argues
that persuasive words have power (dunamis)
that is equivalent to that of the gods and as
strong as physical force.

"Just as different drugs draw forth different

humors from the body – some putting a stop
to disease, others to life – so too with words:
some cause pain, others joy, some strike fear,
some stir the audience to boldness, some
benumb and bewitch the soul with evil
persuasion" (Gorgias).

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 THE GREEK HERITAGE

Aristotle’s (Greek school; 380-340 B.C.) tripartite definition of the

parts of rhetoric, define these as problems of ethos (character),
logos (argument), and pathos

In classical rhetoric, oratory was divided into three

branches:
● judicial oratory (or "forensic");
● deliberative oratory (or "legislative") and.
● epideictic oratory ("ceremonial" or "demonstrative").

Aristotle: Rhetoric is "the faculty of discovering in any particular

case all of the available means of persuasion." ... Rhetoric is
"speech designed to persuade."

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 Three Rhetorical Appeals

Ethos: The rhetor is Pathos: The rhetor Logos: The rhetor

perceived by the attempts to persuade the attempts to persuade the
audience as credible (or audience by making audience by the use of
not). them feel certain arguments that they will
emotions. perceive as logical.

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 Aristotle discusses the types of political topics of
deliberative rhetoric. The five most common are:

• Finance
• War and peace
• national defense
• Import/export
• the framing of laws

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Plato criticized the Sophists for using rhetoric as
a means of deceit instead of discovering truth. In
"Gorgias", one of his Socratic Dialogues, Plato
defines rhetoric as the persuasion of
ignorant masses within the courts and
assemblies. Rhetoric, in Plato's opinion, is
merely a form of flattery and functions similarly
to cookery, which masks the undesirability of
unhealthy food by making it taste good. Thus,
Plato considered any speech of lengthy prose
aimed at flattery as within the scope of rhetoric.

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How to Win an Election is Quintus Tullius Cicero’s letter to his brother, Marcus, a candidate for Consul (the
highest office in the Roman Republic) in 64 B.C. ?

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 Cicero and the Political success

Politicalsuccess requires candidates to recognize weaknesses in

potential voters’ and supporters’ character and then exploit those weaknesses.
Cicero admonishes his brother “to learn the art of flattery – a disgraceful thing in
normal life but essential when you are running for office”

“The most important part of your campaign is to bring hope to people

and a feeling of good will toward you,” which might sound commendable
until he adds, “On the other hand…stick to vague generalities”

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 “Politics is full of deceit, treachery, and
betrayal”. Cicero tells to Marcus to “remind
them [voters] of what scoundrels your opponents
are and to smear these men at every
opportunity with the crimes, sexual scandals, and
corruption they have brought on themselves”

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 Cicero tells Marcus to “secure supporters from a wide variety of
backgrounds". He also suggests that “there are three things that will
guarantee votes in during the election:

● Favors

● Hope

● Personal attachment.

«You must work to give these incentives to the right people»

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 Quintus encourages his brother, Marcus, to «make good
use of the young people who admire you and want to
learn from you».
He later suggests, “It will help your campaign
tremendously to have the enthusiasm and the energy of
young people on your side to canvass voters, gain
supporters, spread news, and make you look good”.
Each election cycle, we hear a lot of hype about the value of
winning «the youth consensus»

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Question!
What in your opinion have candidates done
to appeal to you and your generation?

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 CICERO and The POWER of ORATOR (the modern
communication officer)

The power of the orator

Cicero says rhetoric is arranged
under three headings – “first of
all, the power of the orator;
secondly, the speech; thirdly, the
subject of the speech.”
consists of ideas and words,
which must be “discovered and
arranged.” “To discover” applies
mostly to ideas and “to be
eloquent” applies more to
language

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 There are five “companions of eloquence” - “voice,
gesture, expression of countenance,…action,…and
memory”
There are four parts of a speech: two of them explain a
subject – “narration” and “confirmation;” two of them
excite the minds of the hearers – “the opening” and “the
peroration” (the conclusion). The narration and
confirmation add credibility to the speech while the
opening and conclusion should produce feelings

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● Inventio (invention) is the process that leads to the
development and refinement of an argument.
● Once arguments are developed, dispositio (disposition, or
arrangement) is used to determine how it should be
organized for greatest effect, usually beginning with the
exordium.
● Once the speech content is known and the structure is
determined, the next steps involve elocutio (style) and
pronuntiatio (presentation).
● Memoria (memory) comes to play as the speaker recalls
each of these elements during the speech.
● Actio (delivery) is the final step as the speech is presented
in a gracious and pleasing way to the audience – the
Grand Style.

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 Quintilianus
● Marcus Fabius Quintilianus (c. 35 – c. 100 AD) was a Roman educator
and rhetorician from Hispania (Spain today), widely referred to in
medieval schools of rhetoric and in Renaissance writing

● The only extant work of Quintilian is a twelve-volume textbook on rhetoric

entitled Institutio Oratoria (generally referred to in English as the
Institutes of Oratory), published around AD 95. This work deals not
only with the theory and practice of rhetoric, but also with the
foundational education and development of the orator himself,
providing advice that ran from the cradle to the grave

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 Institutio Oratoria - QUINTILIANUS

● Quintilian establishes that the perfect orator is first a good man, and after that he is a good speaker. He also believed
that a speech should stay genuine to a message that is "just and honorable“. Coherently, this came to be known
as his good man theory, embracing the message that if one cannot be genuinely good, then one cannot be a good
speaker for the people. This theory also revolves around being of service to the people. A good man is one who
works for the good of the people and the prosperity of society.

● Quintilianus cites many authors in the Institutio Oratoria before providing his own definition of rhetoric (Quintilianus
1920, 10.1.3). His rhetoric is chiefly defined by Cato the Elder’s vir bonus, dicendi peritus, or “the good man skilled at
speaking”. Later he states: “I should like the orator I am training to be a sort of Roman Wise Man”. Quintilian also
“insists that his ideal orator is no philosopher because the philosopher does not take as a duty participation in civic life;
this is constitutive of Quintilian's (and Isocrates' and Cicero's) ideal orator“. Though he calls for imitation, he also urges
the orator to use this knowledge to inspire his own original invention

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 CICERO and the importance of Oratory

Oratory was considered a great art in ancient Rome and an important tool for disseminating
knowledge and promoting oneself in elections, in part because there were no regular
newspapers or mass media. Cicero was neither a patrician nor a plebeian noble; his rise
to political office despite his relatively humble origins has traditionally been attributed
to his brilliance as an orator.

Cicero received the honorific "pater patriae" for his efforts to suppress the Catiline’s conspiracy,
but lived thereafter in fear of trial or exile for having put Roman citizens to death without trial.
While the senatus consultum ultimum gave some legitimacy to the use of force against the
conspirators, Cicero also argued that Catiline's conspiracy, by virtue of its treason, made the
conspirators enemies of the state and forfeited the protections intrinsically possessed by
Roman citizens. The consuls moved decisively. Antonius Hybrida was dispatched to defeat
Catiline in battle that year, preventing Crassus or Pompey from exploiting the situation for their
own political aims.

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 Institutio Oratoria - QUINTILIANUS

● Quintilian establishes that the perfect orator is first a good man, and after that he is a good speaker. He also believed
that a speech should stay genuine to a message that is "just and honorable“. Coherently, this came to be known
as his good man theory, embracing the message that if one cannot be genuinely good, then one cannot be a good
speaker for the people. This theory also revolves around being of service to the people. A good man is one who
works for the good of the people and the prosperity of society.

● Quintilianus cites many authors in the Institutio Oratoria before providing his own definition
of rhetoric (Quintilianus). His rhetoric is chiefly defined by Cato the Elder’s vir bonus, dicendi peritus, or
“the good man skilled at speaking”. Later he states: “I should like the orator I am training to be a sort of
Roman Wise Man”. Quintilian also “insists that his ideal orator is no philosopher because the
philosopher does not take as a duty participation in civic life; this is constitutive of Quintilian's
(and Isocrates' and Cicero's) ideal orator“. Though he calls for imitation, he also urges the orator to use
this knowledge to inspire his own original invention

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 THE GRAND STYLE
In ancient Greece, the 'grand style' of rhetoric was known as 'adros', and in Latin 'supra' or
'magniloquens’. It was made prominent by Roman authors such as Marcus Tullius Cicero and
Quintilianus. However, it was not confined to classical antiquity. As interest in the classics
increased from the sixteenth century onwards in Britain its use gained acceptance. Poets
such as William Shakespeare and John Milton both used the grand style. Augustine, notable
for his On Christian Doctrine, expanded on Cicero's partition of the three styles by describing
them as follows:
• the plain style is intended merely to be understood
• the middle (or temperate) style is intended to be enjoyable to listen
• and the grand style is intended to also be persuasive.
The grand style incorporates all three, as it informs the audience of a concept, pleases
through rhetorical devices and persuades via its eloquence.

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 THE GRAND STYLE
Cicero described the style's positive and negative effects. He commented on
the eloquence and drive behind it, as well as the passion that it can convey to
an audience. He noted how it held great emotional power over an audience
and could be used to rally listeners to a cause.
However, he found danger in using the style. If the audience was not
sufficiently prepared for a major speech, he claimed that it would appear as if
the speaker were inebriated. He believed it necessary for a speaker to fully
appreciate the two other styles—plain and middle—used respectively for
'teaching' and for 'pleasing'. He claimed that without the understanding all
three, the potential of the grand style could never be realized.

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Ethos, Pathos and Logos in the modern political campaing

Make sure that your message is

simple, clear, and direct. Think
about how you would like a
headline to be written about it
and how you would like a first
paragraph of a story to read.
This will help you refine your
message!

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 Ethos, Pathos and Logos in the modern political campaing

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INSTAGRAM

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 Facebook - commenting/
communicating mainstream Pinterest, to target the female
news-telling a story (a day of audience
your campaign)

Twitter to immediately

If you want to Snapchat to target youngsters inflame the debate and scale
a political conflict

talk directly to
the public Instagram to tell a story,
triggering an emotional
appeal
Use video & images to feed
emotions

Use SM to tell something Write a blog for your site or

about you personal life an online outlet for in
(interests, sports.etc) depth commentaries

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 https://www.youtube.com/watch?v=hAZ2ofHK6XU

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 McWorld & McPolitics (Barber)
Post-truth politics is a phrase which defines a cultural context in
which the assumptions are framed by appeals to emotion
disconnected from the details of reality, e.g. Conspiracy Theory
The Social Construction of Reality is a by Peter L. Berger and
Thomas Luckmann. Berger and Luckmann maintain that people and
groups interacting in a social system create common meanings and
conceptions. What is perceived to be “natural” is the effect of social
interactions.
The term culture industry was coined by the critical theorists
Theodor Adorno and Max Horkheimer. Cultural industry
disseminates values and mental habits which are perceived to be
“neutral” but rather represent “frames” that push people to think in
a way which helps to establish a political power over the lives of
people.
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 "Through even dirty methods,
Russia will seize any opportunity
to influence public opinion and
elections in European countries.
Russia will be an anarchist
presence - sometimes real,
sometimes imaginary - in any
case of European political
instability”

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 THE POWER OF COMMUNICATION
Case study 1 - The Reagan case: In March 1983, President
Reagan launches the Strategic Defense Initiative (SDI)

https://www.youtube.com/watch?
v=oyJjngsudW4
A: “This was nothing but propaganda!!!!!!”
B: “Exactly, propaganda that ruined the
economy of the USSR”.
C: “It was theoretically possible at the time
and US had the economical and
technological power to make it real. But it
was going to take so much time and money.
Reagan used this a manipulation tool which
successfully damaged USSR economy. So it
was a little more then just a propaganda”

https://en.wikipedia.org/wiki/Strategic_Defense_Initiative
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Case study 2: Ronald Reagan
and Michael Jackson

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In a message, try
to balance the
emotional appeal
with the rational
appeal
Moral appeal is
also very
important.

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 Remember!

Political communications is not limited to the press

office
The media are no more the main political player
we have to refer to in order to build consensus or
orientate the electorate during the campaign.
Thanks to the increasing usage of Internet, political
actors speak directly to the public and unscale the
professional intermediaries such as parties (whose
mission was dealing with the electorate),
traditional media (who used to set public
discourses or to influence public opinion) or
intelligentsia (whose mission was to shape culture
and politics)

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U.S. «Situation
room»…find
the differences

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 From the ETHOS to the modern Ethics: Codes of Conduct

The government press office exists in two realms at once. You represent the government's position
to the public, but in a sense you also stand for the interests of the press and the people inside the
government. This dual role will put you in some difficult moral positions on occasion.
As a press spokesperson, what do you do if your boss tells you to withhold from the press
information that is not classified? What do you do if your boss lies to the media, and you know it?
Government press officials have to deal with these questions in every country. To help them do this,
many have developed codes of ethics.
Those value systems, by which a person determines what is right or wrong, fair or unfair, just or
unjust, set acceptable norms of behavior for working professionals and employees. They are the
conscience of a profession. Equally important, a well-recognized code of ethics can give an employer
a clear understanding of the standards of behavior that his or her employees will follow.
Government spokespersons must make decisions that satisfy the public interest and their employer,
as well as their personal values and professional standards. Because these values can be in conflict,
codes of conduct are, ultimately, a measure of correct behavior. In essence, credibility is critically
important to a press spokesperson. Although it is important to show loyalty to an employer, anything
less than total honesty with the media will destroy a spokesperson's credibility, and ultimately
destroy that person's value to an employer as well.
The trust of the media in a spokesperson is hard earned, achieved only over time through highly
professional and ethical performance. Thus, the first goal of an ethical communicator is to truthfully
communicate the reality of an event, an issue, a policy, or a plan.
While it might seem that the government and the press should be adversarial in their codes of
behavior, in a democracy their codes have many principles in common.
 Do’s !!!
• Do tell the truth – ALWAYS.
• Do be honest and accurate. Your credibility and reputation depend on it.

In Brief: Do’s •

•
Do admit it if you don't know the answer to a question. Offer to get the answer, and do so as
quickly as you can.
Do correct mistakes immediately. State that you didn't give an adequate answer, and you would

and Don’ts in •
like to clear up the confusion.
Do avoid using jargon. Speak in plain language.
•
Dealing with
Do assume that everything you say is on the record.
• Do be as open with the media as possible.
• Do call reporters if a story appears that is inaccurate. Politely point out what was wrong and

the Media •
substantiate it.
Do keep a list of accomplishments. Update it frequently. Things happen so quickly that you may
forget what you, the official, and your ministry or government have achieved.
• Do always return phone calls, or have an aide return the calls, in time for reporters to meet
deadlines.
• Do try to get the information reporters want even if it means an extra effort, such as staying at
work late or hand-delivering material.
• Do have a sense of humor.
 Don’ts !!!
• Don't lie – EVER.
• Don't say "No Comment" – EVER.
In Brief: Do’s • Don't improvise, don't speculate, and don't guess. Good
reporters check facts. If you are wrong, your credibility will be
and Don’ts in destroyed.
• Don't try to put a comment "off the record" after you have
Dealing with said it.
• Don't be unresponsive.
the Media • Don't make news until you have in hand the information to go
with it. Don't make an announcement and then later prepare
a press release and fact sheets. If you have the material
prepared before a press conference, you can spend your time
after an announcement explaining it to the press.
WHEN THERE IS AN ERROR
Dealing with Mistakes
(e.g. skype kid walks: https://www.youtube.com/watch?v=PLMSoD1riE0 )
If you are misquoted in a story or if misinformation is given, act promptly.
Speak to the reporter. Don't make threats. Have facts, and expect
everything you say in correcting the mistake to be on the record. If you
don't get anywhere with the reporter, go to his or her editor.
You can ask for a retraction or correction of an error, and many officials do
this. But others feel it only keeps the misinformation in the news by
dredging it up again. With the Internet, however, incorrect news can be
accessed in perpetuity. For this reason, requesting a correction is often the
route to take. What you actually do depends on the mistake and its
severity. But at a minimum, you should contact the reporter and correct
the misinformation or misquotation.
 ….OR BAD NEWS
Dealing with Bad News
• Don't lie.
• Don't cover up. If you lie or cover up, you
lose your credibility.
• Don't avoid reporters' phone calls.
• Acknowledge the problem.
• Explain how it is being corrected.
Ethos, Pathos and Logos in the modern political campaing

Candidates running for office

The power of work hard to reduce the
complexities of the modern
Storytelling in world into simple, soundbite-
friendly stories. They invoke
Politics heroes and villains, fear and
hope.

Every election cycle, we’re

asked to make monumental
decisions about which people The politicians that
and policies should control our prevail are excellent
country, and we have to sort storytellers
through a barrage of information
to arrive at our selections.

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 Generally principles

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 Process, people and power

• •Principle#1: Leadership is a process, not a person. Leadership and leaders are two different concepts and they
should not be used synonymously. For example, when someone states that “we need good leadership”, we
should not think that they mean “we need good leaders”. Leadership is a process, leaders are people. Think of
leadership as the big “L” and leaders ast he small “l”.
• •Principle#2: Leadership involves three factors: leaders, followers, and context. These three factors interact to
impact the leadership process. There are no leaders without followers, and leaders are only as good ast heir
followers. Their combined impact on the leadership process depends largely on their effectiveness given the
context in which they are operating.
• •Principle#3: Leadership involves power and influence. Leaders and followers need power to influence the
leadership process. If leaders and followers effectively use power to influence the leadership process, then they
will help get the right results. Ultimately, leadership is about getting the right results.

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 Significant Social Advancement means…
• Civil Rights
• Wealth distribution
• Access to Education
• Welfare
• Disease Management
• Economy growth
• Gender/Social gap
• Working conditions

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 It’s always helpful to rembember that in
Democracy….

Leader of a political party or heads could be selected for a

variety of means:
• because he/she is part of a political party
• he/she can express or be viewed as a unifiers
• he/she represent the majority standpoint in the battle of ideas.
• He/she is the most persuasive or popular with the wider
electorate.

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 Context Factors that influence the PoliticalLeadership

Geo
• Geo Political aspect Economy Political

• Cultural/Tradition
• Sociology
• Technology Technology Cultural
• Economy
Sociology

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 History of source of Leadership

The German sociologist and philosopher Max Weber first published his book
"The Three Types of Legitimate Rule" in 1958. In it, he sets forth a tripartite
classification of authority for organizations and governments:
• Traditional: Rule is accepted by followers because it is believed to be the
correct order
• Legal/rational: Authority established through rational legal norms
• Charismatic: Some leaders manage to obtain authority over a set of
followers by opposing tradition and while operating outside the prevailing
system of rule

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 Charismatic leadership
• Etymology. The English term charisma is from the Greek χάρισµα
(khárisma), which means "favor freely given" or "gift of grace". The
term and its plural χαρίσµατα (charismata) derive from χάρις (charis),
which means "grace" or indeed "charm" with which it shares the root.
• The charismatic leadership style relies on the charm and persuasiveness of
the leader. Charismatic leaders are driven by their convictions and
commitment to their cause.
• Charismatic leaders also are sometimes called transformational leaders
because they share multiple similarities. Their main difference is focus and
audience. Charismatic leaders often try to make the status quo better, while
transformational leaders focus on transforming organizations into the leader's
vision.

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 ´Martin Luther King, Jr.
´ Born in 1929, Dr. King followed in the footsteps of his father as a Baptist minister.
He started his civil rights career as the leader of the bus boycott the night that
Rosa Parks was arrested in Montgomery, Alabama. Dr. King's powerful
speeches and belief in peaceful protest put energy into the civil rights movement.
In January 1957, he and several others founded the Southern Christian
Leadership Conference. In 1960, Dr. King gained national notoriety for his arrest at
a lunch counter sit-in, which came to the attention of presidential candidate John F.
Kennedy. He was soon released and went on to have even greater influence in the
fight for civil rights.
´ Martin Luther King, Jr.'s speeches ignited smaller movements for equal rights
through the American South and beyond. Dr. King is best known for the
August 28, 1963, march on Washington that drew more than 200,000 people.
At that march, he delivered his famous "I Have a Dream" speech. The
following year, the Civil Rights Act of 1964 was passed.
Examplesof Charismatic ´Mother Teresa
Leadership ´ Born in Macedonia (now Yugoslavia) as Anjezë Gonxhe Bojaxhiu in 1910,
Mother Teresa was a Roman Catholic nun best known for her work with the poor.
Mother Teresa joined the Sisters of Loreto when she was 18 and moved to
India in 1929. As a novitiate, she was sent to Calcutta and taught at St. Mary's
School for Girls.
´ In 1946, Mother Teresa abandoned teaching to follow what she considered her
calling, founding the Missionaries of Charity to live and serve in the slums of
Calcutta. Over the course of the 1950s and '60s, she established a leper colony,
an orphanage, a nursing home, a family clinic and a string of mobile clinics.
´ In 1971, she traveled to New York to open her first U.S.-based house of charity. In
1985, she spoke at the 40th anniversary of the United Nations General
Assembly. By the time of her death, the Missionaries of Charity numbered over
4,000 sisters with 610 foundations in 123 countries. Her inspiring, devout
persona and devotion to a singular idea make her a good example of a charismatic
82 leader.
 Charisma seems to be innate….
• While charisma is something that seems innate to leaders like the
Rev. Martin Luther King, Jr., Indian leader Mahatma Gandhi and
former president Barack Obama, Professor Richard Wiseman of the
University of Hertfordshire told Forbes that charisma is 50
percent innate and 50 percent trained.

• Similarly, blogger Seth Godin told NPR that, “Charisma doesn't cause
you to become a leader. Being a leader makes you charismatic.”

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 Some caracteristics of charismatic leaders
1.Confidence
• Leaders have powerful
personalitiesthat people are
drawn to. Much of that attraction
stems from the fact that they
exude confidence. Confident
leaders have a strong sense of self
and rarely express self-doubt.
• To be a stronger leader, you need
to practice self-confidence. If
you’re alwayssecond-guessing
yourselfand feeling shy around
your coworkers, they won’t follow
you. If you aren’t confidentabout
your own actions, who will be?
2. Creativity
• Charismatic leaders think
outside the box and aren’t
afraid to push the limits. While
others may see this kind of
push as risky, these leaders are
the ones leading the way and
driving innovation.
• When a problem arises, leaders
don’t see only the difficulties. • In his book, Start with Why: How
Instead, they rise to the
challenge and see it as an
opportunity. In business, this
creativity can lead to powerful
change and transformation,
which can inspire and motivate
others.
3. Vision
• Because leaders value innovation,
they are focused on the future and
how they can improve it. They have
a dream and direction that
motivates and inspires others.A
report form Universum revealed
that 41% of executives polled said
the top quality they looked for in
future leaders is the ability to
empower people.
Great Leaders Inspire Everyone to
Take Action, Sinek wrote
“Leadership requires two things: a
vision of the
exist and theworld
abilitythat does not yet
to communicate
it.”
 Some caracteristics of charismatic leaders
4. Determination
• Vision, in fact, becomes the drive and
main purpose for many leaders.
Everything they do revolves around
making their vision a reality. To achieve
their dream, leaders set specific goals
and work to achieve them by bringing
their teams together, developing an
organized strategy andworking hard.
• Leaders are focused on getting results
Goleman accomplishing what they set
out to do. They don’t give up when
things get tough. Instead, they push
through and continue even when they
encounter challenges.
5. Communication
• When leaders speak, they
communicate with confidence
and charisma, which makes
people sit up and pay attention.
They are clear and articulate
with their words and ensure
that each statement has a
purpose.
• Leaders are also aware of their
body language. They have good
posture and maintain eye
contact with the people they are
talking to. They are comfortable
speaking in front of large groups
as well as one on one. No
matter what the situation, they
articulate their goals and vision.
 Political Leadership Style Definition

Is the type of »interaction» among leader and

followers regarding:
• Envisioning
• Decision making
• Acting style
in which members of the group take a more
participative role in the process.
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 How to inspire
people?
• What’s gonna make a difference is
the WHY
• Helping people to understand «why»
is the key to make people feel
inspired
• People inspired can challenge the
status quo of our organization

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 Starting from
Aristotle Greek
Philosopher
"MAN IS BY NATURE A POLITICAL ANIMAL"

ARISTOTLE
 Global Terrorism
Growing Poverty
What are the main
traits of a Political Uncontrolled Population Growth

Leader considering Global Economic Crisis

Global Warming
the main Depleting Energy Reserves
challengies? Pandemic
 The modern rethoric is the power of storytelling:
How to Win an Election
"In this film, a campaign manager reveals the storytelling strategies used to elect Mr.
Bush with openness and candor, and in doing so lays bare the fundamental narrative
strategies that remain at the core of today’s presidential campaigns. But Mr.
McKinnon believes that the power of storytelling has a dark side that voters should
be more aware of. His new message is a warning to all citizens: You’re being
manipulated, and our democracy relies on your ability to see that."
From New York Times Article: How To Win
https://www.youtube.com/watch?v=tly8abRH4ws&feature=youtu.be

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 Common Features of Political Storytelling

VICTIMS VILLAINS HEROES OPPORTUNITIE THREATS

S

RESOLUTION FEAR HOPE

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 Campaign Ad Library

Watch a few videos from the campaign library and please respond to the
question in the next slide:
• https://www.youtube.com/watch?v=NKGqyMtnO7E#action=share

• https://www.youtube.com/watch?time_continue=32&v=6FxL242-
z6I&feature=emb_title

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 The Greatest Extent of Roman Empire (117 A.D.)

https://youtu.be/GylVIyK6voU
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 The Roman world symbolism

94
 Mussolini Strives for a New Roman Empire

https://www.youtube.com/watch?v=yt_FGb3688A

95
 The Roman world symbolism

96
 The Roman symbols for the Nazi propaganda

97
 Rome & US

98
 The Roman world and US

99
 The Roman world and US

100
 THE HAMILTON CODE – AMERICAN REVOLUTIONARIES with ANCIENT ROMAN
“ALIAS”

101
 ROME in the US

102
 ROME in the WORLD

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 But also…..neo-classic influence form GREECE

PARTHENON - ATHENS
LINCOLN MEMORIAL

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 ….and TODAY: Las Vegas

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 The Roman World in Latin America

CUBA – LA HABANA ROME – Campidoglio BUENOS AIRES - ARGENTINA

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 ARC of TRIUMPH. A Roman symbol in the world

PARIS
PARIS

LISBON PALMYRA PARIS

ROME

MOSCOW PARIS
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 ARC of TRIUMPH in the World

MILAN BUCHAREST LONDON MUNICH

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 Rome and NAPOLEON

ROME PARIS ROME

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 Correlation between the Roman Empire and the British Empire (the Commonwealth)

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 Correlation between the Roman Empire and the British Empire (the Commonwealth)

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 Correlation between the Roman Empire and the British Empire (the Commonwealth)

112
 The Holy Roman Empire and Spanish Empire

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 The Portuguese Empire

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 Case study: The Provincia Syria (province of the Roman Empire)

The ancient city of Palmyra was an important trading center and

possibly Roman Syria's most prospering city Roman Syria highlighted in 125 CE

116
 The Roman heritage in Syria

From 268 to 273, Syria was part of the breakaway

Palmyrene Empire.

The universality of the message of Roman culture

is a fundamental part of the Syrian civilization
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 The Roman heritage in Syria

Roman ideas about citizenship and constitutions helped frame Western political
thought. The concept of individual liberty guaranteed by law, the beliefs that the end
of political rule is the common good and that the community stands and falls on the
civic virtue of its citizens, a strong notion of collective identity expressed in terms of
cultural solidarity and common love for the fatherland

In the Roman Empire as in today's Syria the most important value was the concept
of citizenship, to allow the peaceful coexistence of different ethnic and religious
groups within the same society and under the same government

HERITAGE: importance of the element of protection of minorities and diversity in

the modern Syrian nation branding

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 The Roman heritage in Syria
Important role of the Roman Empire
starting from the Constantine’s reform in
conveying Christianity in the world.

Correlation with the importance that Syria

has today in protecting Christian
minorities (see Homs and Maaloula in
the video) → importance of the defense
of Christianity in the Syrian nation
branding

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 The Roman heritage in Syria
•

Will of the ISIS and other terrorist

groups to destroy the Roman
architecture/heritage to eliminate
the historical and architectural
elements that are recognized by
all the Syrian people

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 PALMYRA (Palmira Hadriana). THE WIFE OF DESERT

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 = It is self-communication because it is self-directed
in the elaboration and sending of the message, self-
selected in the reception of the message, and self-
defined in terms of the formation of the
communication space.
The definition, if you wish, in concrete terms of a
Mass self network society is a society where the key social
structures and activities are organized around
communication electronically processed information networks. So it's
not just about networks or social networks, because
social networks have been very old forms of social
organization. It's about social networks which
process and manage information and are using
micro-electronic based technologies (Manuel
Castells, The rise of the network society - 2010)
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Brain control & psychopolitics

Modern man/woman is caught in the false self-image of individual

freedom and in reality is subject to the internalization of outward,
well-disguised mechanisms of foreign control. The new power
mechanisms are not of a primarily aggressive kind but camouflaged as
“smart power with a free and friendly appearance that stimulates and
seduces” and is more effective than that power that orders, threatens
and decrees.” While the modern persons permanently optimizing
himself is subject to the error of freedom, he submits in reality to the
neoliberal rule that establishes the new power structures through
consumption and the pressure to permanent communication. This
power is so successful because it is camouflaged as voluntariness.
Neoliberalism’s exercise of power is deeply embedded in the sphere of
supposed individual freedom. The best pressure is unnoticed by the
coerced who sees his own conduct as voluntary. (Byung-Chul Han,
“Psychopolitics: Neoliberalism and New Technologies of Power” -
2017)
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 Psychological operations (PSYOP)

Psychological operations (PSYOP)

are planned operations to convey
selected information and
indicators to audiences to
influence their emotions motives,
and objective reasoning, and
ultimately the behavior of
governments, organizations,
groups, and individuals.
(Dictionary of Military and
Associated Terms)

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Twitter:
Donald
Trump

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References • Rosillo-López, C., Political Communication in the Roman World. Impact
of Empire (2016)
• Lees-Marshment, J., Political Marketing: Principles and Applications
(2018)
• Le Bon, G., The Crowd: A Study of the Popular Mind (1895)
• Lippmann, W. Public opinion (1922)
• Chomsky, N. Manufacturing Consent: The Political Economy of the Mass
Media (1988)
• Dahl, R. Polyarchy: Participation and Opposition (1972)
• Laurence, R., Rumour and Communication in Roman Politics (1994)
• Eilers, C., Diplomat and Diplomacy in the Roman World (2009)
• Klim, M., Paul Joseph Goebbels: Propaganda (2018)
• Castells, M., The rise of the network society (2010)

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