Despite the apparent closeness of the general elections due in Jamaica by September, recent polls show that about 38% of registered voters are either not interested in voting or unsure who they’ll vote for. Aligned with this voter apathy is the fact that both Prime Minister and Jamaica Labour Party (JLP) leader Andrew Holness and People’s National Party (PNP) leader Mark Golding are attracting low favorability ratings. Both leaders are polling below 40% favorability, but according to a survey conducted in May, Holness holds a 7.5% advantage over Golding.
History has shown that individuals with that special quality known as charisma are more likely to gain popularity with voters and often have a smoother path to leading political parties and governments. But what exactly is charisma, and why does it hold such weight in politics?
Charisma is a combination of magnetic traits like confidence, passion, expressiveness, and vision—qualities that help a leader form strong emotional bonds with followers. It’s often a matter of perception: voters see someone as “extraordinary,” someone who sparks excitement.
Charismatic politicians inspire loyalty and generate enthusiasm that often eclipses policy details. In the United States, leaders like John F. Kennedy in 1960, Ronald Reagan in the 1980s, and Barack Obama from 2008 to 2012 built large, energized coalitions through storytelling and personal appeal.
In the Caribbean, Jamaica has also had its share of charismatic leaders who commanded mass followings and were swept into office with wide margins. National Hero Alexander Bustamante, founder and leader of the JLP, had immense personal appeal. Despite limited academic credentials, he was an effective political rival to his brilliant and intellectually formidable cousin, Norman Washington Manley, leader of the PNP. However, Bustamante’s charisma may have been eclipsed by Manley’s son, Michael Manley, who rode a wave of extraordinary popularity into the Prime Minister’s office in 1972.
No Jamaican prime minister has matched the charisma of Bustamante or Michael Manley, nor has any succeeded in mobilizing voters on the same scale. Donald Sangster was an effective and well-liked technocrat; Hugh Shearer, a man of charm; Edward Seaga, a talented, no-nonsense politician who was more feared than loved; P.J. Patterson, a skilled and steady hand; and Portia Simpson Miller, who possessed some charisma but, like Bustamante, struggled with class-based biases. Still, none of them were truly charismatic figures. Neither is Prime Minister Holness, who first became JLP leader and prime minister in 2011. Despite his youthful appeal, he and the party were soundly defeated by Portia Simpson Miller’s PNP just months later. Holness and the JLP rebounded narrowly in 2016, and in 2020, he led the party to a resounding victory over a capable but charisma-lacking Peter Phillips.
Today, Holness and the JLP face a challenge from the PNP led by relative newcomer Mark Golding. But neither Holness nor Golding possesses the kind of charisma that moves masses. Holness’s slight favorability edge likely stems from the media exposure that comes with incumbency. This charisma gap between both leaders may be a key reason for voter disinterest.
So, what about policy? Why aren’t voters more focused on what each leader is proposing? Oddly enough, charisma often proves a better predictor of electoral success than policy.
With the rise of television and social media, charisma has become even more potent. A strong personal image, compelling storytelling, and a commanding debate performance can significantly boost a campaign. Charisma fosters emotional loyalty that often survives poor policy decisions or even scandals.
Still, charisma isn’t everything. A leader lacking in charm can win on the strength of clear, competent, and well-timed policies. While charisma opens the door, policy and performance are what keep it open and earn public trust.
Charisma acts as a political accelerant. It draws attention, energizes support, and sways the undecided. But a durable democracy requires that substance accompany style. Either Holness or Golding will lead their party to victory in the upcoming elections, despite their lukewarm favorability. The winner should be the one who offers the most convincing policies for improving lives.
Jamaican voters must pay close attention to these policies and show up at the polls. It’s unlikely either leader will suddenly develop a magnetic personality in the months ahead. But what Jamaica needs is sound governance. Voters should turn out in large numbers and vote for the leader and party with the better plan.
