Transcending Boundaries: Where Politics Meets Humanity
What stands out is how this phenomenon transcends political and conventional boundaries, blending political admiration with human appeal, official recognition with popular fascination. It is as though President al-Sharaa has effortlessly broken through cultural and political barriers, transforming himself from a head of state into a media icon that evokes both curiosity and admiration.
Enigma of Transformation
The question arises: How did this president become a phenomenon so quickly? What is the secret behind his ability to capture the attention of the global media in such a remarkable way? The answer may lie in a deep understanding of the shifts in the digital age and the modern psychology of the masses, where politics is no longer just about programs and ideologies but has become a stage for imagery, symbolism, and humanity.
The Age of Imagery
In the era of visuals and social media, being a successful politician is no longer enough. A leader must now embody a "phenomenon" in every sense of the word. With remarkable intelligence, President al-Sharaa has personified this new equation, turning his political presence into a compelling human story, his militant (jihadi) journey into a modern legend, and his persona into a model of a leader who combines steadfastness with elegance.
Le Bon and the Masses
The keys to understanding this may lie in Gustave Le Bon's The Crowd: A Study of the Popular Mind, published over a century ago. What is happening today with President al-Sharaa appears to be a practical application of Le Bon’s theories on mass psychology and the mechanisms of influence.
From Wanted Man to International Star
This is the story of a stunning transformation—from a man once on wanted lists to an international figure confidently walking the red carpets of the White House and the Kremlin. This change was no accident but a carefully orchestrated reshaping of the image of the Arab leader in the 21st century.
Between Elegance and Authority
Al-Sharaa steps onto the international stage in tailored suits with slicked-back hair, as described by BBC reports, in a dramatic transformation of a man once listed as a wanted figure. This change was not random; it appears to be a meticulously directed narrative for the modern Arab leader—a story that redefines "prestige" by blending the power of office with the allure of personality.
Militant Past as a Source of Strength
Adding depth to this image is President al-Sharaa’s jihadi background, a crucial factor in building his persona. His military and revolutionary past is no longer a liability in this new era but has become an asset of credibility and strength. This explains the bewilderment of many journalists at the noticeable admiration—in words, gestures, and facial expressions—displayed by politicians of both genders when meeting President al-Sharaa. It is not merely about handsomeness or elegance but a strength of character rooted in a storied history of struggle.
When a Question Becomes an Answer
When asked by a 60 Minutes interviewer about Trump’s description of him as "handsome, tough, and with a strong past," he replied with a smile, "Do you doubt that?" This brief response encapsulates what Le Bon termed "affirmation"—one of the most powerful tools for influencing the masses. It is not merely self-confidence but a deliberate construction of the image of a leader who never doubts his own prestige, compelling the masses to follow suit.
Perfume and Laughter
The moment when President Trump sprayed cologne on President al-Sharaa in the White House, saying, "This is men’s perfume... It’s the best," then jokingly asked, "How many wives do you have? One?" to which the Syrian president smiled and replied, "One," before they shared a laugh—this human moment spread like wildfire. Le Bon called this phenomenon "contagion," where emotions and images spread through the masses like a disease, transforming a politician from a mere official into a relatable, human figure capable of emotional connection.
A New Leader for a New Era
The model of the Arab leader is no longer confined to the charismatic figure emerging from the countryside or military barracks, as seen in the histories of Gamal Abdel Nasser, Anwar Sadat, and other figures of the revolutionary era. Instead, President Ahmad al-Sharaa, alongside his counterparts like the Emir of Qatar and the Crown Prince of Saudi Arabia, heralds the birth of a new leadership model. He is the son of an educated upper-middle class, a visionary who bridges traditional political heritage with the genius of the digital age, serving as a link between the icy "political glaciers" and the dynamism of "Silicon Valley." His discourse no longer relies on chauvinistic nationalism or revolutionary fervor but is grounded in a comprehensive national vision that places the renaissance and modernization of the country at its core, addressing geographical challenges while leveraging the opportunities of globalization.
Art of Brevity: Power of a Single Word
Notably, al-Sharaa’s communication strategy is marked by his skill in condensing political messages into concise speeches rich with meaning. When announcing the launch of the battle to deter aggression a year ago, his message was brief yet decisive, just as his victory speech was succinct but profound. This mastery of brevity recalls the ability of great historical leaders to encapsulate the destinies of nations in a few words.
Presidential Stories: Digital Intimacy
President al-Sharaa has recognized that the era of long speeches is over. He has transformed official occasion posts on social media into short narrative "stories," creating a sense of intimacy and emotional connection, as though whispering directly into the ear of each follower. This is not traditional image polishing but, from the perspective of digital sociology, a qualitative shift in the crafting of political leadership, where depth is no longer measured by word count but by the ability of a single word to carry worlds of meaning.
The Alphabet of Civilization
The gifts presented by al-Sharaa to Trump on November 10th—"the first alphabet," "the first seal," and "the first musical note"—were no coincidence. They were a calculated message redefining identity through symbols of civilization, rather than ideological rhetoric. This strategy plays on what Le Bon called "repetition," reinforcing the ideas of authenticity, heritage, and enlightened leadership until they become ingrained in the collective mind.
When the Heart Captivates the Mind
In an age where political programs resemble one another and challenges grow increasingly complex, the masses are searching for a hero—not in the traditional sense, but a personality who inspires them, captivates their admiration, and makes them feel proud. President Ahmad al-Sharaa, through his carefully crafted international image, captivating media presence, confident grace, and militant background, has understood Le Bon’s most crucial lesson: in the end, the masses follow their hearts, not their minds. The true leader is the one who knows how to speak to that heart in the language of beauty, prestige, and charisma—captivating eyes before minds.
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Mohamed Hamdan (@mohdhhamdan) is a cultural sociology researcher. His work examines how digital platforms reshape collective identity in the Arab world.
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