"Always bear in mind that your own resolution to succeed is more important than any other," explained Abraham Lincoln, the 16th President of the United States. Yet, not even Abraham Lincoln could imagine the remarkable 2008 presidential election as it unfolded. It was unpredictable and historical in many ways. This paper examines this important historical event through the lenses provided by Trait, Postmodernism, and Transformational Leadership theories. These approaches provide insight on how the perception of leadership attributes influence voting behavior. Additionally, insight from this investigation may generate insight on leadership perception in other settings including business and the nonprofit sectors. Siegel (2001) suggested that business executives can learn a great deal about leadership by analyzing the campaign management practices of American presidents. Therefore, both researchers and practitioners can benefit from the results of this analysis.
The election was the longest presidential campaign and the most expensive in history (Deutsche Press Agentur, 2008). Additionally, the event marked the first time that two US senators would run against each other. Furthermore, New York Senator Hilary Rodham Clinton was the first serious female presidential candidate, and Senator Barak Obama was the first African American nominated by a major party for president. For the Republican Party, Arizona Senator John McCain had hoped to become the oldest person elected president to a first term in America. His running mate Alaska Governor Sarah Palin was the first woman vice president candidate for the Republican Party (Green, 2009).
Throughout this historical presidential race, a key question discussed in the media and among experts was whether a multiracial candidate could win. The media continued to remind the public about the significance of race and social class in the presidential election. Some observers argued that Obama may not win because of his racial background (Weisberg, 2008a). Conversely, other observers viewed him as a post-racial candidate (Steele, 2008). Would white citizens vote for a black man in America? Could Obama redraw the electoral map with a new energized segment of the population that included young voters, independents, and minorities? Other opponents mentioned that Obama was too inexperienced, untested, and unready to become the president. Nevertheless, his political savvy, innovative election strategy, and charismatic personality was enough to make him victorious (Green, 2009). On November 4, 2008, Obama became the first African American elected to the US Presidency.
This study utilizes the application of leadership theories in analyzing the election of President Obama in 2008. Leadership Theory provides researchers an opportunity to understand the dynamic leader-follower relationships in a cultural framework. Hackman and Johnson framed (2004) the leadership definition in several themes which were (a) the ability to influence others, (b) influence as a group context, and (c) the emphasis on collaboration. Bass and Riggio (2005) argued that leadership is not just about the province of people at the top. In fact, leadership can happen at all levels and by any person. Therefore, leadership involves human (symbolic) communication which modifies the followers' attitudes and behaviors so that the group can meet shared goals and needs. Northouse (2006) further supported Hackman and Johnson's leadership premise. He suggested that there several some commonalties about leadership despite the varying definitions. They include the following: (a) leadership is a process, (b) leadership involves influencing, (c) leadership occurs in a group context, and (d) leadership involves goal attainment. Schmidt (2006) further argued that leadership definitions reflect the viewpoint of an industrial society, and a new era begat a new definition for leadership. …