Central European Journal of Communication

Central European Journal of Communication (ISSN 1899-5101) – the official Journal of the Polish Communication Association is published twice a year.

You are here: Home > List of issues > 2014 > Central European Journal of Communication Volume 7 No 1 (12) Spring 2014 > The importance of the ‘contextual intelligence’ in the political leadership audience perception

The importance of the ‘contextual intelligence’ in the political leadership audience perception

Rocío Zamora and José Carlos Losadaa

(University of Murcia, Spain)

ABSTRACT: This article empirically measures the role of the  “contextual intelligence” (Nye, 2008), based on the leader intuitive diagnosis to make a good judgment of the political situation each time, as a key factor for an effective political leadership. This study includes a case study that analyzes the importance of the use of the contextual intelligence related the leadership of president of Murcia region (Spain), Ramón Luis Valcárcel, one of the most popular and longest in government Spanish regional leaders. Data were gathered from three representative surveys conducted in three consecutive regional election campaigns (2003, 2007, 2011) to measure in what extend Valcarcel´s leadership public perceptions were associated with his strategic link to specific 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 effectiveness of the contextual factors for constructing the political leadership along time.

 

KEYWORDS:  Political leadership, contextual intelligence, priming, public opinion, local elections, political communication.

FULL TEXT:  The-importance-of-the-contextual-intelligence-in-the-political-leadership-audience-perception (PDF / 229.31 kb)