How to Become a Demagogue in Sixteen Easy Steps

There has been extensive academic research and mainstream debate about the source of former President Donald J. Trump’s popularity. Many commenters cite long term trends of disenfranchisement, populist notions, reckless elites and white nationalism, among other sociological, cultural, political and economic factors. These certainly all play some role, but, as this thesis will contest, Trump’s rhetoric and messaging techniques are critical to the identity of the Trump movement and its success. Much of the existing literature on the 45th President tends to gloss over Trump’s strategic messaging platform and its pervasive impact on his popularity with his base, beyond admitting that he caters to the emotional desires of his base. Trump’s unprecedented popularity and ability to control his base deserves more in-depth analysis. Beyond just the impact on his base, Trump’s messaging is unique, differing from both other populists and from any opponent he has faced. Trumpism has brought a new type of political discourse and strategy that welds populism, conspiracism, fascism and authoritarianism into a single movement. This thesis aims to classify a handful of distinct and repeated messaging strategies used by Donald Trump, through content analysis of his tweets, speeches, rallies, debates, and interviews in the months of August through November in both 2016 and 2021. This thesis outlines the mechanics of sixteen messaging strategies used by Trump in both elections and determines that they are not only effective but likely replicable by future demagogic political actors.