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Leaders

Populism is often associated with charismatic and dominant leaders, and the populist leader is, according to Mudde and Rovira Kaltwasser, "the quintessential form of populist mobilization". These individuals campaign and attract support on the basis of their own personal appeal. Their supporters then develop a perceived personal connection with the leader. For these leaders, populist rhetoric allows them to claim that they have a direct relationship with "the people", and in many cases they claim to be a personification of "the people" themselves, presenting themselves as the vox populi or "voice of the people". Hugo Chávez for instance stated: "I demand absolute loyalty to me. I am not an individual, I am the people." Populist leaders can also present themselves as the saviour of the people because of their perceived unique talents and vision, and in doing so can claim to be making personal sacrifices for the good of the people. Because loyalty to the populist leader is thus seen as representing loyalty to the people, those who oppose the leader can be branded "enemies of the people".

The overwhelming majority of populist leaders have been men, although there have been various females occupying this role. Most of these female populist leaders gained positions of seniority through their connections to previously dominant men; Eva Perón was the wife of Juan Perón, Marine Le Pen the daughter of Jean-Marie Le Pen, Keiko Fujimori the daughter of Alberto Fujimori, and Yingluck Shinawatra the sister of Thaksin Shinawatra.