The importance of “contextual intelligence” in political leadership audience perception

• Authors: Zamora Rocío , Losada José Carlos
• Languages of publication: EN

Abstracts

EN

Th is article empirically measures the role of “contextual intelligence” (Nye, 2008) to evaluate eff ective political leadership based on intuitive factors dealing with political situations over time. Th is study includes a case study that analyzes the importance of the use of contextual intelligence related to the leadership of the president of the Murcia region (Spain), Ramón Luis Valcárcel, one of the most popular presidents who served as a Spanish regional leader for the longest amount of time. Data were gathered from three representative surveys conducted in three consecutive regional election campaigns (2003, 2007, 2011) to measure the extent to which Valcarcel’s leadership public perceptions were associated with his strategic link to specifi c issues and attributes. Results showed correlations between his public image and perceptions about public prioritized issues each time and attributes connected with citizen expectations demonstrating the eff ectiveness of the contextual factors for constructing political leadership along time.

Keywords

EN

political leadership; contextual intelligence; priming; public opinion; local elections; political communication

• Publisher: Polskie Towarzystwo Komunikacji Społecznej
• Journal: Central European Journal of Communication
• Year: 2014
• Volume: 7
• Issue: 1(12)
• Pages: 34-50

Contributors

author

Zamora Rocío

author

Losada José Carlos