“How did a bombastic, media-savvy reality TV star become one of the most controversial figures in modern American politics? The answer might lie in understanding the appeal of Trumpism.”

1. Trump Capitalized on a Nation Divided by Class and Geography

Trump’s rise must be seen through the lens of a deeply divided America. Coastal elites in cities like New York and San Francisco thrived on globalization, while the heartland, composed of working-class Americans, faced stagnating wages and dwindling opportunities. These disparities created fertile ground for Trump’s message.

Barack Obama’s progressive policies exacerbated the divide, leaving Republicans like John McCain and Mitt Romney too entrenched in the elite stratum to connect with middle America. Trump, as a perceived outsider, resonated with those who had become estranged from the political mainstream. He offered a voice to Americans who felt overshadowed by globalism and ignored by an indifferent establishment.

Trump’s message focused on jobs and military intervention. He claimed America was “not winning anymore,” and posed as someone willing to fix trade imbalances, stop endless wars, and build a wall to curb illegal immigration, directly addressing fears of job loss and security.

Examples

  • Economic stagnation in interior states compared to coastal boom.
  • Obama's push to the left alienating the working class.
  • Trump's proposed solutions like the border wall and new trade deals.

2. His Brash Personality Amplified His Policies

Trump’s outspoken and brash personality complemented his message of disruption. While past Republican candidates tried to play it safe, Trump leaned into being a provocateur, comparing himself to chemotherapy needed to cure America’s “progressive cancer.”

His background as a reality TV star taught him to command attention. On “The Apprentice,” his catchphrases and crude approach captivated millions. He carried this energy into his campaign, turning traditional political norms on their heads with bombastic speeches and insult-driven debates, endearing him to supporters looking for something different.

By speaking plainly and peppering in terms like “huge” and “winning,” he captured the emotions of his base. Rather than dazzle voters with policy detail, Trump cherished simplicity, making people feel like they were included and understood.

Examples

  • His infamous catchphrase "You're fired!" setting the tone for his political brand.
  • Straightforward language, such as calling out “fake news” and promising “tremendous” changes.
  • Turning criticism of his vulgarity into an advantage by linking it to authenticity.

3. A Weak Political Opposition Opened the Door for Trumpism

Both the Democratic and Republican establishments played right into Trump’s hands with their outdated and elitist platforms. The Democrats had increasingly shifted toward identity politics, economic regulation, and far-left policies under Hillary Clinton and Bernie Sanders, which alienated middle-class and working-class voters.

Meanwhile, Republican policies failed to address the core issues impacting their own base. The GOP establishment emphasized free trade, cheap labor through immigration, and military interventions – policies that left ordinary Americans feeling abandoned.

Trump differentiated himself by claiming to fight for “forgotten Americans.” His positions on trade, immigration, and foreign wars stood in stark contrast to both parties, making him a fresh option in a stale political landscape.

Examples

  • The push for identity politics under Clinton, such as focusing on her becoming the first woman president.
  • Republicans' longstanding support of free trade deals that shipped jobs overseas.
  • Trump railing against NAFTA and outsourcing to win the Rust Belt.

4. Populism vs. Insider Corruption: The Trump-Clinton Face-Off

The general election saw Trump craft a simple, two-pronged message: make America great again and stop "crooked" Hillary Clinton. His straightforward nationalism resonated with voters worried about American decline, while his attacks on Clinton’s integrity added fuel to his campaign.

Clinton’s ties to the establishment worked against her. Whether it was the email scandal or connections to Wall Street, Trump successfully painted her as the epitome of dysfunction in Washington, D.C. Voters accepted Trump’s flaws, preferring them to what they perceived as Clinton’s disingenuity.

This strategy was especially effective in states that felt neglected by the Democratic agenda. Rust Belt workers could relate to Trump’s promises of economic resurgence far more than they could to Clinton’s image-focused campaign.

Examples

  • Trump using “Make America Great Again” to tap into nostalgia for an idealized past.
  • Clinton calling Trump a tax dodger, leading him to counter-attack with her email scandal.
  • Rust Belt swing voters pivoting to Trump, swinging states like Michigan and Pennsylvania.

5. Trump Mastered the Media Like No Other Candidate

Trump’s years of media experience made him a master of leveraging news cycles to his advantage. He openly courted controversy with incendiary remarks, which prompted endless media coverage and gave him nearly a billion dollars in free advertising.

His approach was almost theatrical. By turning insult-heavy rallies into must-watch television, he drowned out his opponents' more mundane messaging. News outlets, even when critical, amplified his slogans and talking points, ensuring his campaign dominated public discourse.

The media’s constant coverage of Trump proved a double-edged sword for his critics. While journalists sought to undermine him, their obsession further ingrained his presence in the minds of voters. Curiosity evolved into fandom for his base.

Examples

  • An estimated $1 billion of free coverage during his campaign.
  • Trump's ability to dominate headlines, even with negative press.
  • The viral spread of his speeches and tweets, reaching millions instantly.

6. Standards for Trump Were Different Than for Other Leaders

Critics held Trump to standards that other presidents historically weren’t subjected to. The media frequently targeted his personal life and unorthodox governing style, often ignoring the successes of his policies for sensationalism.

Despite glowing economic indicators such as low unemployment and higher GDP growth during his presidency, mainstream outlets chose to highlight controversies such as White House staff turnover or unverified "insider" accounts.

Historical hypocrisy became evident when comparing coverage of past presidents. Scandals surrounding figures like JFK or Clinton received less scrutiny than Trump’s smallest faux pas, exposing the biases that fueled public division.

Examples

  • Economic successes like 4.1% GDP growth in mid-2018 overshadowed by scandals.
  • Media pushing Michael Wolff’s “Fire and Fury” while rarely questioning its credibility.
  • Past presidents’ scandals, such as Clinton’s Lewinsky affair, receiving comparatively less outrage.

7. A Populist Economic Boom Redefined His Presidency

Despite contention, Trump’s presidency ushered in significant economic changes. His tax reforms spurred investment, leading to job creation and wage growth not seen in over a decade. Trade renegotiations, such as revamping NAFTA into the USMCA, also reshaped global relationships.

Even with his withdrawal from environmental accords like the Paris Agreement, the United States managed to decrease carbon emissions due to advances like fracking while the European Union experienced emission increases.

Rather than adhere to traditional political correctness, Trump emphasized action over rhetoric, leaving behind measurable economic gains that would define his legacy.

Examples

  • Unemployment rates hitting a two-decade low of 3.9%.
  • The renegotiation of NAFTA leading to USMCA ratification.
  • The U.S. lowering carbon emissions despite exiting the Paris Climate Accord.

8. Populism Shaped Trump's Agenda but Left Projects Unfinished

Trump made waves with his promises, but some key items remained incomplete. His commitment to building a southern border wall was slowed by political and funding challenges. Healthcare reforms, such as repealing Obamacare, saw only partial fulfillment.

Opposition and bureaucracy complicated his goals. However, his base remained largely supportive, believing he had shifted the Overton window toward addressing their priorities like immigration reform and job creation.

His survival in Washington demonstrated his ability to focus national attention on overlooked issues, despite resistance from across the spectrum.

Examples

  • The partially constructed border wall symbolizing his immigration pledge.
  • Ongoing debates about replacing Obamacare.
  • Renewed focus on American manufacturing jobs.

9. The Age of Trumpism Redefined the Political Landscape

Trump’s victory didn’t just reflect his abilities – it marked a seismic shift in American politics. His nationalist-populist ethos forced both parties to rethink their strategies and platforms, creating ripples that lasted long after the election.

Even traditional Republican principles shifted under Trump. Issues like trade and foreign intervention were debated in terms of American self-interest rather than ideological consistency, setting a new tone for future leaders.

Regardless of opinion, Trump’s presidency stands as a transformative period, positioning populism and nationalist economics at the forefront of American politics.

Examples

  • Republican support for tariffs breaking from free-market orthodoxy.
  • Both parties debating immigration more intensely than before.
  • A shift in voter priorities from global issues to domestic well-being.

Takeaways

  1. Recognize the impact of economic and geographic divides when shaping political strategies.
  2. Understand that authenticity, even if polarizing, can resonate more strongly than polished speeches.
  3. Leverage media power strategically, even if it brings criticism, to amplify your message.

Books like The Case for Trump