Screens of Power - Media and the Rise of Political Leaders

Author : Kumar Sheni, Yamuna N

Screens of Power: Media and the Rise of Political Leaders explores how media and technology have transformed political leadership, public engagement, and governance across history. From print to digital platforms, the book traces how each technological leap reshaped political power, charisma, and public perception, creating both democratic opportunities and challenges.
Beginning with the American Revolution, print media like Thomas Paine’s Common Sense mobilized citizens, proving media’s role as a revolutionary force. Radio introduced intimate communication, with Franklin D. Roosevelt’s fireside chats making leadership personal during crises. Television shifted focus to visual appeal, as seen in the 1960 Kennedy-Nixon debates, where Kennedy’s charisma trumped Nixon’s substance, highlighting image’s growing influence.
The rise of television and social media elevated narrative crafting. Leaders like Barack Obama and Narendra Modi used campaign ads and social platforms to build aspirational personas, with media actively constructing charisma, as per Max Weber’s insights. Social media democratized engagement, enabling movements like the Arab Spring, but also fueled misinformation and polarization, exemplified by the Cambridge Analytica scandal and algorithm-driven echo chambers.
Media framing shapes public perception, with leaders like Ronald Reagan benefiting from visionary portrayals, while others suffered from negative coverage. Populist leaders like Donald Trump and Modi bypassed traditional media, using platforms to foster loyalty and control narratives. Emerging technologies like AI and virtual reality promise further transformation but risk deepening digital divides and curated realities.