Spectacle of the Strongman: Donald Trump’s Use of Media Strategy in his Campaigns

Author: Jenny Cho

Field of Study: Economics

Program Affiliation: Source Project Research Program

Faculty Mentors: Matthew Cole

Easel: 66

Timeslot: Midday

Abstract: Modern authoritarian regimes rely on narrative control and spectacle rather than on oppression. The past decade in American politics has been turbulent. Existing literature explores authoritarian regimes in Russia and China, but there is a gap in understanding how political entertainment operates in those contexts compared to established democracies. This paper investigates how these same techniques operate in democracies without formal censorship and propaganda. Specifically, key media spectacles over the 2016, 2020, and 2024 presidential elections in the United States and how that impacted the public’s perception of Donald Trump, including mainstream media and social media. Results support the idea that Trump’s media strategy was a deliberate tool to build popular support leading up to the race. This strongly suggests that democratic backsliding occurs through emotional attachment to leaders rather than through coercion.