There's something alluring about Hlaudi Motsoeneng. If you ask him what it is, he'll probably say: "I'm Hlaudi Motsoeneng, baby." The recently appointed group executive of corporate affairs at the SABC is known for referring to himself in the third person. But he's in good company. World leaders such as Donald Trump, Bernie Sanders and Julius Caesar have harnessed the power of their names when addressing large crowds. Two of Motsoeneng's most notable quotes this week were:"I want to applaud people who recognise this wonderful person called Hlaudi. Because when I came here there was no SABC. People will tell you there was no SABC. When I came here, there was just a disaster.""Hlaudi Motsoeneng is Hlaudi Motsoeneng and there is only one Hlaudi in South Africa, no one else."There's a name for this and it's not Hlaudism or Trumping, but Illeism - the act of referring to oneself in the third person. Johannesburg clinical psychologist Craig Traub said although this practice may be considered bizarre it was often a technique leaders used to separate themselves from the crowd."When someone speaks in the third person it helps create a following and it creates a sense of authority. People then don't question the content because they have latched on to the emotion."Traub said it was a skill some leaders are born with and others have acquired. Sports minister Fikile Mbalula often refers to himself in the third person using his many nicknames: Razzmatazz, Mbaweezy or Fleekile. He also creates memes using his own picture which he posts to his Twitter account. US presidential candidate Donald Trump refers to himself as "Trump" and even tweeted himself last year. "It acts as a reminder to others; it's a way of getting people to remember them. It's also to make a point that we are different, people who speak in third person and tend to struggle to connect well with others on a deep level," Traub said.Traub said people are often naturally drawn to leaders who use rhetoric to remind their audience that they are different."As humans we have to find someone to idealise, we put people on a pedestal, that's why the concept of celebrity works so well. Leaders are especially good at using what they can to instil this sense of idealisation," he said.Whatever protection Hlaudi Motsoeneng enjoys at the SABC, it is not coming from the ANC.The party's chief whip Jackson Mthembu yesterday lambasted the decision of the board to reappoint him and called for a parliamentary inquiry into their conduct. Mthembu said he was "gravely concerned" about the situation at the public broadcaster as its "shenanigans" were cause for embarrassment.He said the board's latest move, to reappoint Motsoeneng into a position that had not been advertised, was unlawful and disrespected the rule of law. He said the board should immediately rescind the decision.He said the ANC would call for an official parliamentary inquiry into the fitness of the board to hold office."It is clear that this board is failing spectacularly to exercise its fiduciary obligations," he said. - Bianca Capazorio..