The Perspective Makes the Leader: The Camera Perspective in a Leader Photograph Shapes Their Charismatic Effect and Observers’ Approval

Abstract

Although politicians, top managers, or informal leaders like influencers have millions of followers, they are mostly known through photographs or videos. Especially in photographs, it is important to make a leader-like impression—both figuratively and physically. However, the role of camera angles on impression formation of leaders has not been studied so far. Across four experimental studies (N = 2,474), we examined the effect of camera angles on the perception of leaders’ charisma, prototypical leader attributes and approval. Results showed that the perception of a male leader is influenced by the camera angle along the vertical axis. When leaders are viewed from above, compared to a perspective where followers look at them at eye-level, they are perceived as less charismatic and prototypical of their position, accompanied by a loss of approval, while the effect of the steep from below photographs were less clear (study 1 and 3). Moreover, we also point out boundary conditions such as eye-contact (study 1) and sex (study 2 and 3). When the leader's photograph was combined with a message of change for their organization, participants were less likely to support the leader specifically when they looked down on him (study 4). Our findings support the idea that camera angles shape an audience's perception of leaders, with steep high or low angle shots associated with lower approval. These results have implications for an embodiment approach to leaders’ charisma as well as applications for how leaders can effectively present themselves in the media and real-life settings.