This article is an attempt to make sociological sense of the 2008 American election — particularly of the phenomenological observation of extraordinary enchantment and almost amorous attraction which unlikely members of the American population displayed for Obama, from the early days of the campaign onward. I draw on charisma theory to argue that sociology has something surprising to say on the phenomenon, and on the metaphor of the pipe to add detail about the technology of attraction that was in play.
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