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Charisma Reconsidered

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particular institutions, offices and practices become sacralized – could be inverted,<br />

and used to explain the charisma of leaders. The fact that leaders are often<br />

believed to be touched by a divine spark now comes to be seen as a result of the<br />

fact that they embody in themselves something greater and more sacred than<br />

themselves. Considerations like these led Edward Shils, whom I will discuss<br />

shortly, to look for a larger alternative conception within which this generalized<br />

residual notion of charisma could be placed. His strategy, which organized the<br />

problem around the concept of the charisma of central institutions, tended to<br />

assimilate the idea of charisma to the idea of the holy and to the sacred–profane<br />

distinction, an assimilation that brings the concept of charisma closer to Weber’s<br />

own ideas about magic and enchantment.<br />

Even more puzzling is the use of charisma in combination with its<br />

apparent opposites. The sections on discipline and charisma and on business<br />

charisma in Economy and Society (1978 [1922]) are particularly interesting<br />

examples of this. In these cases the relationship between the concepts in question<br />

reflects primarily the institutional sense of charisma. It is possible to identify, in the<br />

case of military discipline, ‘leadership’ elements that strongly resemble the type of<br />

pure charisma, but the concept of discipline, in effect, and by definition, excludes<br />

the violation of routines, and might even be understood as the internalization<br />

through habituation, in a particularly powerful way, of written or unwritten rules,<br />

thus making it paradoxical that a ‘combination’ of charisma and discipline could<br />

occur at all.<br />

Similarly for business. If decisions to buy and sell in a marketplace are the<br />

paradigm of rational, instrumental behavior, in which one succeeds through more<br />

closely approximating the pure type of instrumental rationality (meaning to<br />

exclude from consideration all irrational attachments, emotions and sentimental<br />

considerations), then the residual is excluded from the pure type by definition,<br />

and from the empirical approximations to this pure type by the fact that in a<br />

market the inclusion of ‘irrational’ elements typically leads to error and business<br />

failure. 2 But Weber elaborates at some length about a case of business charisma, in<br />

which his own family’s fortunes were apparently directly involved. It was a case in<br />

which a great financier achieved financial success by virtue of his almost Napoleonic<br />

capacity to get investors to throw their lot in with him without any clear<br />

understanding of the strategy he was to employ but entirely out of respect for his<br />

prowess, that is to say, his extraordinary capacity for making money and therefore<br />

for making money for those who invested with him.<br />

The type here is essentially a Herzog of the market. Such types still exist in<br />

financial markets, and advisers on investments are known and indeed revered as<br />

‘gurus’. But what Weber makes of this phenomenon is difficult to grasp and to<br />

square with the notion of ideal-types. Ideal-types, at the formal level, operate<br />

according to the logic of mutual exclusion, in which the notion of combination<br />

makes no sense. In the case of the business leader, the problem arises not because<br />

there is a combination here that represents a new type, a combined type, but<br />

TURNER CHARISMA RECONSIDERED 11

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