Sign in Subscribe
College faculty

The White House's Theatrical Social Media Posts: A Calculated Strategy to Target Trump's Base

Strategic Insights

— 2 min read

The Trump administration's social media posts often blur the lines between politics and entertainment, and between reality and illusion. White House communications, particularly on Instagram and Facebook, feature dramatic and exaggerated visual schemes, colloquial language, and a tone that is almost circus-like. These posts are part of a calculated strategy to appeal to Trump's deeply disaffected political base, largely made up of white, working-class, rural, or small-town voters who are evangelical and culturally conservative. The administration's goal is to create a sense of strength and righteousness among its supporters, using propaganda to persuade citizens that the government is strong, its enemies are evil, and that fellow citizens – "real Americans" – think the same way.

Key Takeaways:

  • The Trump administration's social media posts often use melodramatic and exaggerated visual schemes, colloquial language, and a tone that is almost circus-like.
  • These posts are part of a calculated strategy to appeal to Trump's deeply disaffected political base, primarily made up of white, working-class, rural, or small-town voters who are evangelical and culturally conservative.
  • The White House uses social media to create a sense of strength and righteousness among its supporters, using propaganda to persuade citizens that the government is strong, its enemies are evil, and that fellow citizens – "real Americans" – think the same way.
  • The administration's communication style often portrays undocumented immigrants as inherently evil and uses direct and informal communication that appeals to fear and resentment.
  • Trump's communication strategies are setting a global precedent, encouraging other politicians to adopt similar theatrical and polarizing tactics that distort or deny facts.
  • The White House's social media style echoes the visual style of authoritarian governments, seeking to be seen as in control of the social and political order and thereby to discourage dissent.

Statistics:

  • According to John King's study, populist political communication has become more common with the proliferation of social media, altering the norms of communication in politics. (1)
  • Research shows that voters who are part of the "precariat," a group whose once-stable, union-protected jobs have been outsourced or replaced with low-wage, insecure service work, are highly receptive to messages that confirm their grievances and view Trump as their champion. (2)
  • A study found that Trump's supporters view his use of comedy and spectacle on social media as a playful and entertaining take down of political correctness, forming a sturdy pillar of his support. (3)

Sources:

  • (1) The Conversation, "King, pope, Jedi, Superman: Trump's social media images exclusively target his base and try to blur political reality" by Andrew Rojecki
  • (2) The Conversation, "The precariat and the rise of Trump" by John King
  • (3) The Conversation, "Trump's social media strategy: A recipe for disaster" by Andrew Rojecki
  • (4) King, pope, Jedi, Superman: Trump's social media images exclusively target his base and try to blur political reality -- https://theconversation.com/king-pope-jedi-superman-trumps-social-media-images-exclusively-target-his-base-and-try-to-blur-political-reality-259950
  • (5) MIL OSI (http://milnz.co.nz/mil-osi-aggregation/), "Copyright 2025 Multimedia Investments Ltd, distributed by Contify.com"

Read more