The importance of “contextual intelligence” in political leadership audience perception

  1. Rocío Zamora
  2. José Carlos Losada



This article empirically measures the role of “contextual intelligence” (Nye, 2008) to evaluate effective political leadership based on intuitive factors dealing with political situations over time. This study includes a case study that analyzes the importance of the use of contextual intelligence related to the leadership of the president of the Murcia region (Spain), Ramón Luis Valcárcel, one of the most popular presidents who served as a Spanish regional leader for the longest amount of time. Data were gathered from three representative surveys conducted in three consecutive regional election campaigns (2003, 2007, 2011) to measure the extent to which 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 political leadership along time.


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Central European Journal of Communication

Vol. 7, No 1 (12), Spring 2014

Pages from 34 to 50

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