A friend of mine recently lent me a book called, “The Art of Seduction” by Robert Green. This is not really about sex, but about the ability to induce strong emotional ties and to “lead astray” (the word seduce comes from se- “aside, away” + ducere “to lead”). While it is interesting overall, what I found most interesting (so far) are the chapters on the Charismatic and Star archetypes. They both elucidate how our cultural obsessions with hollywood celebrities and with politicians work. While I already had some awareness of this, I’d never be able to so clearly articulate it. For the Charismatic type, a fierce energy (particularly expressed with the eyes) and belief in some cause (particularly in voicing something that many feel but are afraid to voice) are what seduce the masses. For the Star type, an unknowable quality that allows us to project our own desires and a mythic aspect are what seduce the masses. Both types exude constant self-confidence and they express their power indirectly, especially in terms of body language and insinuation, rather than overtly.
The book talks explicitly about John F. Kennedy as the Mythic Star archetype and it’s pretty interesting stuff that relates to the modern age of political activity, in which television is pivotal. The mythic aspect comes partially from the overall physical presentation (look/clothes/pose) but also from the ability to unite by appealing to fundamental emotions, such as fear and a desire for success/family. This aspect can defeat anyone who gets wrapped up in nitty-gritty details and thus inevitably divides his/her following. And like all seductive archetypes, it can be consciously enhanced, with attention to such details (for instance, JFK grew up around Hollywood as his dad was a producer and he himself spent time in Hollywood trying to figure out what made people stars), although it works best if there’s some natural ability at base (self-confidence, for example, cannot be easily faked and any exposure of insecurity would ruin the effect). This explains why many politicians are so adept at avoiding committal to any detailed issues and why they talk in very vague terms. Also, it explains why a self-styled “cowboy” (a Connecticut-born Ivy league brat who bought himself a ranch in Texas with family money and now has a Texas accent) was able to win the presidency, two terms in a row, despite having less than stellar credentials. The keys to this kind of seduction seems to be: never apologizing, bridging the gap between dreams and reality (not too realistic nor too unrealistic), being distinctive from the competition, never being afraid to go too far and never displaying self-doubt. And most of our recent presidents have had these qualities in abundance.
On a related note, although most of the power-grabbing described in the book is antiquated and doesn’t appeal much to me (I don’t see the point of working so hard to win the affections of those who will fall for such tricks while the seducer is unlikely to get get emotional satisfaction from the “victim” – i.e., I’m not looking for something to gain like money or power), I can see some value to the basic principals, especially the art of insinuation. If you can appeal to people subconsciously, it is much easier to open their minds. As the book says, we’re so inured to overt appeals and manipulations, that we’ve grown cynical, but subconscious demonstrations (of elements that draw us to people) can be highly effective. I may have to stop this blog, though, if I want to practice insinuating instead of just being controversial. 😉
