CHAPTER 5

The Third Lens—Charismatic Leadership

In previous chapters, lenses from theories of communication and persuasion were used to view the phenomena of successful public speaking. For both of these lenses, the factors of the sender and the message were explored in some detail. While in the last chapter, the concepts of understanding the receiver’s beliefs, attitudes, and behaviors were discussed, the factors that really bring out the success of a message from a receiver’s perspective will be explained in this chapter. This third lens from leadership studies completes the kaleidoscope of viewing the phenomena of impactful public speaking.

In this chapter, we will take the example of Susan Cain’s TED talk that was delivered in February 2012. ...

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