According to Terror Management Theory (TMT), which is a motivational theory in which humans are motivated by negative emotions. People posses a biological instinct for self-preservation, yet they are also aware that their death is inevitable and out of their control. This ultimately causes a “paralyzing terror” in the unconscious mind. To handle the anxiety of the knowledge ones’ down death the frivolity of life; people ascribe to cultural worldviews and reinforce their self-esteem. TMT research, more specifically the "Fatal Attraction Experiment," has shown that after people are reminded of their own mortality, they tend to unconsciously prefer charismatic leaders over relationship-orientated leaders (Cohen et al).

In Terror Management Theory, a charismatic leader is not necessarily one who has the magnetism of a Kennedy or a Hitler; but rather any leader who can articulate a mission and reinvigorate the sense of meaning and self-worth in the followers in a time of crisis. Followers will flock to the task-orientated leader that appears best suited to protect them and give them a sense of stability and comfort.

TMT is important because of its dangerous capacity for abuse—especially in a political context. When a society or country goes through a traumatic incident in which their security is in danger—they are more likely to become pro-establishment and willing, unquestioning followers of our leaders.
TMT was given real world salience after the attacks of September 11th, 2001. While initially somewhat unpopular after election in 2000, President George W. Bush’s approval ratings spiked to a record high over 90% by late September. Fearful that their lives and those of their loved ones could be at risk, Americans put a tremendous amount of trust and confidence in the ability of their President to protect and guide them in a time of fear, instability, and confusion. Standing confidently above the wreckage of the twin towers, Bush promised Americans to bring the fight to the enemies in a new War on Terrorism—with the aim of avenging the terrible loss of American life. His simple, simple, understandable, confident message made him accessible to all in need of someone to protect them.

Seen by the American public as a task-orientated leader capable of giving security and meaning to the fearful in the face of such a tremendous tragedy, President Bush was granted unprecedented executive powers to protect America from her enemies in the form of the Patriot Act. At the State of the Union address he delivered that year, Bush described America’s enemies as part of an “Axis of Evil”. These enemies, Iran, North Korea, and especially Iraq, were described as rouge nations that sought to destroy the American way of life because they were jealous of our freedom and prosperity. Armed with the political capitol of a trusting and frightened electorate, President Bush ordered the invasion of Iraq less than a year later.

President Bush’s popularity would continue to spike during major security threats during the course of his first term as president: after 9/11, after the initial invasion of Iraq, and after the capture of Saddam Hussein. As a result of the continued threat of terrorism and the wars in Afghanistan and Iraq, the election of 2004 revolved almost entirely around security issues—his strong suit. However, despite record popularity after the 9/11 attacks; high casualty rates and the rapidly deteriorating condition on the ground in Iraq caused many to question the capacity of Bush to lead and protect America. Nonetheless, he squeaked by, winning by less than a percentage point.

Since reelection, President Bush’s popularity has precipitously declined. Much of this decline occurred as a result of the Bush Administrations lackluster response to Hurricane Katrina. Unlike the Bush of 2001, who rallied Americans with a sense of common purpose and reaffirmed our self-esteem—Bush of 2005 had none of the charisma that so characterized his first term.

Whether President Bush or his advisers realized the powerful psychological effect of Terror Management Theory is unclear and highly speculative. What is clear, however, is that the TMT has a profound effect on not only the historic popularity of President Bush, but also the amount of unfettered power and deference given to him my Congress and the Judiciary. While President Bush is by no means a cruel and despotic ruler, he demonstrates very well how easily a manipulator of TMT might be able to abuse their powers in the future if we are not cautious.

Rhetorical uses of Terror Management


Reference: Pyszczynski, T.; Solomon, S., Greenberg, J., Maxfield, M., & Cohen, F. (2004). "Fatal attraction. The effects of mortality salience on evaluations of charismatic, task-oriented,".