When we talk about inequality, we often focus only on the economic: situations where a minority holds enough money to control many aspects of other people’s lives.

It is true that it makes sense to focus on the material accumulation of goods and money, because nowadays having a high level of income explains many things. However, we must not lose sight of the fact that there are other forms of inequality that go beyond our economic capacity, and which are reflected in cultural phenomena and the ability to condition the behaviour of others. The cult of personality, or cult of the person , is a clear example of this, and in this article we will see what it consists of.

What is personality cult?

Personality worship is a mass phenomenon of constant following, adulation, and obedience to an individual who has become the leader of a particular movement or establishment, usually extending to at least one entire country.

On the other hand, the cult of the person is characterised by the uncritical attitude of those who follow the leader , and by sectarian and hostile behaviour towards those who do not obey, as well as by ritualised activities and the use of symbols and icons that remind us of the leader, in a similar way to what happens with symbols in the case of organised religions typical of non-nomadic societies.

Characteristics of this mass phenomenon

These are the main characteristics of personality cult, and they serve to distinguish it from other means of influence from leadership.

1. Generates a feeling of unity among the masses

The leader who is praised by the masses puts a face to something much more abstract, a collective movement that needs icons to represent its unity and defend it easily and intuitively. In this sense, this kind of leader has a function similar to that of a king, although unlike kings they have more means to make themselves known in the eyes of millions of people : photographs, television, Internet, radio, etc.

2. It projects an idealized image thanks to the distance

Another factor that allows the leader to maintain power is the fact that he has a lot of control over his image. He does not expose himself constantly to the scrutiny of others , but does so on rare occasions and in a very studied way, to offer his most flattering facet. To this end, video and photographic editions are made, censorship policies are implemented in relation to critics or journalists, etc.

3. It is associated with values linked to conservative values

The cult of personality relies on ideas and symbols that are culturally rooted among the leader’s followers, but manipulates them to suit his specific purposes. For example, if in such a society the unity of the nuclear family is considered something that must be defended at all costs, the leader can justify his anti-abortion measures by pointing out that they will prevent daughters from leaving their parents because of the crisis that (supposedly) involves eliminating an embryo.

4. Adds emotional burden to policy measures

Nothing conveys emotion like a face of flesh and blood. Something as simple as having someone defending a political ideology allows you to add legitimacy and appeal to these ideas, if you offer a good public image.

5. Gives meaning to collective sacrifices

This aspect of personality cult is related to the previous one. Thanks to the constant requests to connect emotionally with the leader or chieftain, the hardships the people may go through are justified as part of a collective plan to reach the objectives set by the regime. The protests and revolts are seen as a betrayal of the caudillo and, by extension, of the people, which justifies their violent repression.

6. Allows for filtering elite interests in the public agenda

As the leader comes to represent the people, the people can impose their own ideas (or those of the minority that help them to hold on to power) on the objectives to be achieved collectively, making it appear that these are interests that benefit the majority. This is why the cult of personality has historically been used to push through entirely new policies while in theory defending the rule of common sense and the conservative attitude (which in practice expresses itself only in the face of what is considered “outside interference”).

Why is it used by totalitarian regimes?

Judging by the characteristics of the cult of personality, it is already beginning to be intuited why this social phenomenon is encouraged by the oligarchies that maintain the power of a region. The figure of the leader who gives meaning to everything that happens among the civilian population allows for the control of dissidence through simple and emotionally appealing means, as well as not having to acknowledge mistakes or be accountable to any entity with authority (because all authority is accumulated by the warlord).

On the other hand, the propaganda machinery of the country can offer political and ideological propaganda by talking only about the leader and his proposals and ideas, passing off this kind of content as information of general interest.

On the other hand, the cult of personality has weaknesses in what are its strengths: if the leader is eliminated or if another stratum emerges that surpasses him in authority, all his propaganda and power cease to be viable, and his influence disappears beyond the minds of those nostalgic for the previous regime.

Bibliographic references:

  • Bradley K. Martin. Under the Loving Care of the Fatherly Leader: North Korea and the Kim Dynasty. New York: Saint Martin’s Griffin.
  • Kershaw, I. (2001). The Hitler Myth: Image and Reality in the Third Reich. London: Oxford University Press.
  • Strong, Carol; Killingsworth, Matt (2011). Stalin the Charismatic Leader?: Explaining the ‘Cult of Personality’ as a technical legitimation. Politics, Religion & Ideology. 12(4): pp. 391 – 411.