The recent Sherlock Holmes series on BBC Television was launched in a sustained and skillful blaze of publicity. Its impact suggests an explanation of charismatic influence
The advertising hype created a teaser over the apparent death of Sherlock at the end of the first series two years earlier. The character in the original Arthur Conan Doyle stories survived a fall. The viewers were now invited to explain the survival of the Sherlock as played by Benedict Cumberbatch
The Holmes Watson relationship
Two themes dominated the first of the three episodes. The first was How did Sherlock survive the fall from a high building? The second was the intense homoerotic nature of the Holmes Watson relationship.
The Marmite factor
The reaction of viewers to all episodes was intense. The reviews released a quite astonishing emotional outpouring of replies. Fans demonstrated the so called Marmite effect [you love it or loath it, with little cool or rational reactions displayed] Nearly a thousand comments appeared hours after the Guardian review.
For the first two episodes reviewers tended to be rather lukewarm towards the production, acknowledging outstanding elements of acting and plot but rather unsatisfactory coherence and more than a whiff of smug self-indulgence. The third was widely regarded as by far the most dramatic and compelling to watch.
The infatuation effect
As evidenced by the thousand comments [of the first two and more unsatisfactory episodes for the critics], a sizable proportion of fans were infatuated by the mega-star of the series, Holmes played by Benedict Cumberbatch. For this group, the overwhelming emotion was unconditional expressions of love, coupled with anger at those who expressed any signs of disappointment in the production.
Is this a clue to the nature of charismatic leadership?
Possibly. At least there is a suggestion of a line of research into followership and charisma. The vulnerability induced in followers by the charismatic leader could be studied through investigation of the concept of celebrity infatuation.