In recent years, few personalities have been as polarising in American political theatre – or as effective in dominating the national conversation – as Donald J. Trump. From his first venture into presidential politics in 2015 to his previous term in office and subsequent campaigns, Trump has consistently employed propaganda techniques to reach and influence tens of millions. Whether through speeches at rallies or posts on social media platforms, his messaging strategy relies on repetition, stirring rhetoric, and a constant stream of polarising content. These tactics ensure that his messages are strengthened by supporters and remain unavoidable for his opponents.
At the core of Trump’s propaganda strategy is his ability to create a spectacle. Drawing large crowds isn’t just a way to measure his popularity; it also serves a psychological purpose. The sight of packed arenas gives the impression of power and ‘certainty.’ By filling venues to capacity, Trump can argue that public support for him is greater than what polls suggest, using the visual impact of these events to push back against negative media coverage. Supporters often describe these rallies as high-energy gatherings where a shared sense of identity is on full display. Chants, slogans, and the symbolic red hats become signs of belonging to a larger group. This creates a double effect: it motivates his base and, at the same time, ensures that these events dominate the news cycle, as the media rush to cover every controversial or provocative moment (Rakich, 2019). Trump’s approach to social media is just as calculated. Following controversy on established social platforms, he has looked for alternative networks that offer him more freedom to publish content without so many restrictions. Here he is capitalizing on a model of political communication that appeals directly to consumers and bypasses the traditional press. Researchers note that Trump’s online posts often mix patriotic appeals with targeted attacks on his opponents, blending declarative statements such as ‘America First’ or ‘Make America Great Again’ with accusations against political opponents, journalists or other perceived enemies (Internationales Forscherteam Analysiert 200 Millionen Social, n.d.). His contributions – short, emotional, and often aggressive – are very well received by his followers, who are conditioned to expect provocative content from him. One of the most well-known propaganda tactics in Trump’s toolbox is the ‘big lie,’ or the repetition of unproven allegations. During the 2020 and 2024 election cycles, he has repeatedly questioned the integrity of elections, claiming widespread voter fraud or wrongdoing despite no court-approved evidence. Psychologists call this technique the ‘illusory truth effect,’ in which repeated statements can appear true to the public over time, regardless of their veracity (Illusory Truth Effect – the Decision Lab, n.d.). Even when fact-checkers, courts or election officials contradict these claims, the persistence of the narrative can sow doubt in parts of the electorate. By the time official denials are leaked, the seeds have often taken root among the believers.
Trump’s campaign often uses scapegoating as a key strategy, blaming political opponents by calling them “radical leftists” or presenting immigrants and foreign nations as threats. This helps focus public anger on specific groups or issues. This approach works especially well during times of economic problems or social tension because fear makes people react quickly without thinking about other important topics. By turning complex problems into a simple “us versus them” idea, his campaign builds stronger support from his followers (Roberts, 2021). Critics, on the other hand, say this kind of talk makes the country even more divided.
Another big part of Trump’s strategy is the feedback loop he creates with conservative media. Things he says at rallies or on social media, like claims about “election fraud” or “Democratic corruption,” are quickly picked up by certain TV channels, radio shows, or websites. These platforms repeat his words and make them seem more believable to his supporters. When Trump is criticized by other media, he points to these friendly outlets as proof that he is right. This helps him control the story and keep his followers on his side. In this sense, Trump’s brand of propaganda isn’t just about spreading misinformation; it’s also about creating an emotional connection with voters who feel ignored or left out by more traditional politicians (The Trump-Fox Feedback Loop Is Powering an Assault on Democracy, 2020).
Another important part of Trump’s strategy is how he handles his own controversies. When faced with scandals—whether personal, legal, or related to his policies—he often reframes them as “witch hunts” created by his political enemies. This tactic, which can be seen as a projection, turns accusations against him into part of a bigger conspiracy. By doing this, he encourages his supporters to see any criticism as proof that he’s fighting against powerful forces that want to stop him. This creates a repeating pattern where every new controversy fits neatly into his existing story of being unfairly targeted.
Overall, Trump’s campaign relies on several connected strategies to keep his supporters engaged and loyal. These include his large rallies, which feel more like community events than traditional political gatherings, and his polarizing social media posts, which are spread and supported by friendly media outlets. While his communication style may seem chaotic, he is meticulous about keeping his community happy. Some see this as a way to give a voice to ordinary people, while others see it as a way to twist public discussion and create division. Either way, his methods have a strong impact on how political debates in America are shaped.
Sources:
Rakich, N. (2019, September 5). Don’t Let Crowd Sizes Mislead You. FiveThirtyEight. https://fivethirtyeight.com/features/dont-let-crowd-sizes-mislead-you/
Internationales Forscherteam analysiert 200 Millionen Social. (n.d.-b). https://www.wiwi.uni-muenster.de/fakultaet/de/news/4890
Illusory truth effect – The Decision Lab. (n.d.). The Decision Lab. https://thedecisionlab.com/biases/illusory-truth-effect
Roberts, K. M. (2021). Populism and polarization in comparative perspective: constitutive, spatial and institutional dimensions. Government and Opposition, 57(4), 680–702. https://doi.org/10.1017/gov.2021.14
The Trump-Fox feedback loop is powering an assault on democracy. (2020, November 9).
Media Matters for America. https://www.mediamatters.org/fox-news/trump-fox-feedback-loop-powering-assault-democracy
