Unique Personalities in the Limelight? A Cross-National Analysis of Politicians’ Personality and Media Visibility during Elections

News visibility is central to political success, shaping how citizens evaluate political actors. While previous research emphasizes institutional power as the main driver of media coverage, less is known about how elite personalities influence visibility across countries. This study combines personality profiles (Big Five and Dark Core) and media appearances of 159 candidates in 85 national elections across 52 countries (2016–2022). Stable politicians receive greater visibility overall, whereas dark traits—particularly narcissism and Machiavellianism—increase coverage in media systems emphasizing personalization and negativity. These findings reveal how media logic amplifies manipulative and antagonistic leaders, often linked to democratic backsliding.