In regard to communication, charismatic leaders need more than just the distribution of information in order to communicate effectively. Therefore, to be effective, emotional appeals in their rhetoric are often incorporated, this includes use of symbols, metaphoric and dramatic language hence lending credibility to communication. Moreover, when charismatics communicate with inspiration, passion, motivation and emotion, followers are expected to attribute charisma. Additionally, charismatic leaders are renowned for passionate exciting public oratory thus, making the audience full of excitement. Therefore, the charismatic behaviours in this context lead to a self-serving style, since this leaders seek to appeal themselves to the people (Levay, 2010).
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