A Burkean inquiry into leader-follower identification motives

Abstract

The primary goal of this paper is to develop a rhetorically based understanding of the dynamics of the identification process between transformational or charismatic leaders and their followers. We bring to bear Burke's theory of identification in an effort to provide a finely nuanced and deeply rooted conceptualization of follower identification that we perceive to be a weakness of the transformational/charismatic leadership discourse. A secondary goal is to evaluate leader-follower identification motives to reveal the potential for 'questionable' motives on the part of both leaders and followers. A dramaturgical model is utilized to reveal the dramatic struggle that underlies the leader-follower identification process. We suggest that Goffman's views on morality and manipulation can provide a useful supplement to Burke's theory of identification as it highlights the performative aspects of transformational and charismatic leadership.