This research is done in the context of the 2008 presidential elections.

The
context is a country in crisis. A financial crisis and a crisis of confidence in
institutions and its leader. More specifically the republicans and George
bush. It was period of low popularity and trust for bush particularly because
he was himself seen as the one causing the crisis. An attitude of cynicism
prevailed. There was a negative attitude regarding the leaders ability to
bring about change.
STUDIES HAVE SHOWN THAT VALUES ARE MORE EVOLUTIONAL THAN CHARISMA.
AN AUTHENTIC LEADER IS MORE THAN JUST A CHARISMATIC LEADER.
CHARISMATIC LEADER ARE THOSE WHO CREATE A VISION AND PASS THAT ON TO
THEIR FOLLOWERS. AN AUTHENTIC LEADER IS ONE WHO NOT ONLY CONVEYS
THAT PURPOSE BUT ALSO BUILD TRUST WITH THE LEADERS.
HIS ACTIONS ALIIGN WITH HIS MORALS AND PRINCIPLES.
To be authentic, leaders must be
truthful, open, and honest at all
times. A leader may be attributed as
charismatic within the context of
crisis whereas to be attributed
authenticity leaders must act with
integrity and morality across all times
and contexts.
 EFFECTS OF CYNICISM
CYNICISM REFERS TO A GENERAL ATTITUDE OF NEGATIVITY AND
MISTRUST. IN AN ENVIRONMENT OF CYNICISM, EVEN THE MOST
SKILFULL AND PURE EVENTS MADE BY AN INSTITUTION TO BRING
ABOUT A CHANGE ARE REJECTED BY THE PEOPLE. AN ATTITUDE
CYNICISM ALSO AFFECTS THE PERCEPTION OF ANYONE TRYING TO
BRING ABOUT A CHANGE. HENCE
THERE IS A NEED FOR A LEADER
WHO CAN GENERATE A POSITIVE
ENVIRONMENT AND GAIN BACK THE
TRUST OF THE PEOPLE. A NEED OF
POSITIVE FORMS OF LEADERSHIP
AND LEADERS WHO DEMONSTRATE
AUTHENTICITY.
 VALUE CONGRUENCE

Value congruence refers to the similarity that exists between

two individuals. Value congruence plays an especially important
role for charismatic leaders who seek to develop shared
values as a key mechanism for motivating followers. When
leaders are transparent and authentic in their expression of
values, followers have greater access to the leader's ‘true
self’ and are better equipped to evaluate congruence. Value
congruence among leaders and followers positively influences
follower responses to charismatic messages and leader
charisma. Thus, value congruence may help followers overcome
attitudes of cynicism.
The prevailing attitude of cynicism had completely taken the credibility
of The Republicans. Despite being charismatic, Mccain could never
come off as an authentic leader and gain the trust of the people. On
the other hand, limited information was available about Obama. His
charisma was undeniable. However he was able to convey his ideas and
values and make the people resonate
with them. He was able to mitigate the
prevailing cynicism to a great extent
and come off an authentic leader.
Organizations can learn from this by engaging in impression
management techniques that attenuate the effects of such
blame. Our examination of value congruence as a moderator
of the relationship between cynicism and perceptions of
authentic and charismatic leadership is particularly important
to organizations. Charismatic and transformational leaders
will make appeals to follower values and emotions. Leaders can
influence the level of cynicism of employees who may have low
value congruence if they are able to build group cohesion,
acceptance of their values and demonstrate interpersonal and
informational justice.