Trump's Persuasive Skill as a Demagogue
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In the whirlwind of the 2016 U.S. presidential campaign, Donald Trump's rhetorical style has been a topic of much debate. Dr. Jennifer Mercieca, Associate Professor of Communication at Texas A&M University, has analysed Trump's rhetorical prowess and identified several techniques characteristic of demagogues.
Trump often appeals to his supporters by framing political conflicts as zero-sum struggles between opposing identity groups. He reduces complex political issues to battles of dominance, portraying disagreements as existential fights for power and identity rather than policy debates. This creates a simplified us-versus-them mentality among supporters, where compromise is cast as betrayal.
One of the key techniques Trump employs is the denial and distortion of facts. He frequently denies well-documented facts, brands critical media as "fake news," and fires wild accusations to evade accountability. This continual reinvention of reality reflects a deliberate strategy to control the narrative and discredit dissenting voices.
Trump's rhetoric is also marked by malignant narcissism and emotional appeal. Psychological analyses highlight Trump's use of malignant narcissism, blending grandiosity with genuine confusion and cognitive strain to maintain a combative and dominant public persona that resonates emotionally with his base.
Trump actively uses his position and rhetoric to intimidate media and political opponents, reinforcing loyalty by positioning himself and his followers as besieged warriors against corrupt elites. His speeches are peppered with ad baculum arguments, which involve threats of force.
In his December 7, 2015 statement on preventing Muslim immigration, Trump made American exceptionalism and Muslims' hatred for America axiomatic, supported by ad populum. However, his use of evidence was incomplete and biased, citing a survey from the Center for Security Policy, an anti-Muslim think tank. Trump failed to report that the same survey also showed that 61% of American Muslims agreed that violence against those who insult the prophet Muhammad, the Qur'an, or Islamic faith is not acceptable.
Trump's rhetoric has been compared to that of former Alabama governor George Wallace. His self-congratulating rhetoric makes him appear to be the epitome of hubris, which is often the least attractive quality of a potential leader. In fact, his lack of specificity about how he would accomplish his goals is less relevant than his self-assured, convincing rhetoric.
Trump's tactics have not gone unnoticed. In the US, his comments were denounced by Democrats, Republicans, the media, and religious groups. Nearly 500,000 Britons signed a petition asking their government to prevent Trump from entering their country. Trump's December 7, 2015 Statement on Preventing Muslim Immigration attracted worldwide disdain.
Despite being called a demagogue and a fascist, and comparisons to polarizing figures like George Wallace, Joseph McCarthy, Father Coughlin, and even Hitler, Trump's support persists. He has harnessed his macho businessman persona to make his case for the presidency, rejecting restraints and fashioning himself as an uncontrollable leader. Trump reifies Muslims, treating them as objects rather than people, and links this reification to his axioms to support his case.
Together, these rhetorical techniques foster a sense of personal loyalty and emotional investment among supporters, characteristic of demagogic leadership aiming to consolidate power by deepening social divisions and undermining democratic pluralism.
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