Politainment: Donald Trump's NewPlayground

https://upload.wikimedia.org/wikipedia/commons/d/db/Donald_Trump_by_Gage_Skidmore_5_(cut).jpg

Can you hear the crowdscreaming, waving their flagsand wearing caps? Are theywaiting for the nationalbaseball team?

Actually, they are waiting fortheir champion Donald Trump.The ex-host of the famous tvreality-show, the Apprentice, seemsan unusual candidate for apresidential election. He uses the“politainment” strategy in playingboth with politics andentertainment. He knows all thetricks of a good reality show andhe does not hesitate to use and re-use them in his speech.

Basically, he only comments on burningissues. However, his supporters keep oncheering for him. Trump has destroyed thepolitically correct dimension of thepresidential campaign. He even criticizes hisown party and his opponents. He declaimshow the political speeches are formatted inthe political sphere and the hypocrisy of theother candidates. It explains why he doesexactly the opposite; Trump considershimself as an outsider and he does not seemto have any campaign strategy.

The elected President is able to argue againsthis contestants without preparing anythingand entertain the crowd for 70 minutes long.It is nothing new for him as he alreadymastered the qualities of a good reality TVshowman.

Even without political experience, DonaldTrump succeeded in making the most of

his past as a TV reality star in hispresidential campaign.

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http://www.impawards.com/tv/posters/apprentice_ver3_xlg.jpg

Having been the host of the reality show,The Apprentice, for 14 years, he has obtaineda certain oral dexterity. The show-businessmogul knows what people want to see andhear. They are here for the show. Trump'smeetings are more about his appearance onscreen and showing off in public just aswhat an artist would do in front of his fansthan running a presidential campaign.

However, if he is considered a leadernowadays, it has not always been the case.Indeed, when he debuted in The Apprentice,Trump was not a leader. According toStuart Heritage, Trump's role was merelyappearing, giving the tone of the show byyelling at people and telling them “you'refired” and then disappearing. That was notleadership.

Nonetheless, this is how many Americansdiscovered him. The Apprentice, whichdebuted in 2004 on the NBC channel,became very popular in a short period oftime, and so did Donald Trump. Thesentence, “you're fired” repeated by thebusinessman for each episode becameiconic. It enabled him to convey the imageof the boss who judges the candidates and

played up a lot of conflicts in front of thecameras to increase the audience. And itworked; thanks to the millions of viewers eachseason, the reality TV show, which is stillpopular among Americans today, providedTrump with all the tools of communication forhis presidential campaign. Above all, Trumpbecame conscious that the ubiquity on thepolitical stage is more important than beingpopular: this is how he built his image of anoutsider for his campaign.

True to himself, the candidate decided not tofollow the usual political pattern of the electoralcampaign by transforming it into a giant TVreality show. The goal is to convince citizensthat he is able to run a country, hoping they willnot tell him “you're fired” before reaching theWhite House. As Paul Manafort, a senior Trumpcampaign adviser, said:

“This is the ultimate reality show.It’s the presidency of the United

States.”

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He ran his campaign just as what a CEOwould do for his TV show: it was all abouthaving good ratings and getting thepublic's attention on him. In order to do so,the Republican candidate spared noexpense and all means were legitimate. Thestrategy he adopted to widen his audienceconsisted in bringing suspense, shockingpeople, just like for an episode of a good TVshow. Trump keeps people on tenterhooksjust like cliffhangers at the end of anepisode of a TV show.

Mocked by his rivals who turn him into afool, he states that he is the only one whocan make “America great again”. He doesnot hesitate to denigrate the othercandidates and depicts himself as the“outsider” candidate.

He gets off the beaten track imposed bypresidential campaigns. While hisopponents recite a politically correctspeech learnt by heart likely to be writtenby advisers, Trump gives the impression ofad-libing on stage, giving a real show to thepublic who love it.

He uses himself as an example to fulfillthe “American Dream”. As heir of a realestate empire, he has successfullymaintained and extended his legacy until itreached its summit.

As a businessman, he represents to the peoplethe one who acts by himself. His career showedthat he was able to take over his business bybuilding properties, creating his own TV showand creating jobs. According to his supporters,he embodies the “Self-made man” whosucceeded by building his own wealth. He boaststhat he can finance his own campaign while theother candidates are financed by donors. Hiswebsite proclaims:

“Paid for by Donald J. Trump forpresident.” (https://www.donaldjtrump.com)

He gives the impression that success is withineveryone's reach. He is now as famous asHollywood personalities and inevitably acts likethem; not only does he sell his political programduring his campaign, but he sells his own image.On his website, you can find a “shop” where heoffers his supporters merchandising products.He even has his own star on the legendaryHollywood Walk of Fame.

https://upload.wikimedia.org/wikipedia/commons/a/a9/Donald_Trump_star_Hollywood_Walk_of_Fame.JPG

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Like celebrities, internet medias are thebest way for Trump to express himself. Thepresident uses social networks, especiallytwitter to express his opinion,discontentment and annoyance, especiallythrough Twitter. Furthermore, PresidentDonald Trump acts unpredictably, sayingwhat he wants, whenever he wants,whether it is controversial or not.

We all remember the great scandal heprovoked on Twitter on January 9th 2017. Hisresponse on Twitter was immediate with abarely concealed insult towards Meryl Streepafter her speech at the Golden Globes whereshe openly criticized him.

http://static.goldderby.com/wp-content/uploads/2017/01/donald-trump-tweets-about-meryl-streep-620x360.jpg

Once again, this is not politics and it looksmore like a scene of rivalry betweencandidates during a reality show.

But this is what people want to see. As JenChaney says: “When Trump’s supportersare asked what they like about him, theyoften cite his blunt talk and lack of politicalcorrectness.” The public is attracted byscandals and they give him great visibilitywhich is reminiscent of the image of thecruel boss he conveyed in The Apprentice.

The Presidency, Donald Trump'snew playground?

He promised to create a new reality show for 4years but instead of taking place in Trump'sbuildings, it will take place on a huge stage, atthe White House. Trump became an icon for hissupporters who are dreaming of a newfoundAmerica, and a danger for others. But what issure is that people from all over the world willgaze at the White House and wait for theupcoming episode of Trump's reality show.

Méline TRAMONTANACamille SARTORIO

Laura SUCHOKI

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General Sources:

https://www.theguardian.com/us-news/2016/dec/20/donald-trump-apprentice-outtakes-tape-tom-arnold

https://www.theguardian.com/us-news/2016/dec/24/trump-transition-reality-show-kanye-west-naked-cowboy

https://www.theguardian.com/commentisfree/2016/dec/14/donald-trump-president-transition-reality-television-the-apprentice

https://www.theguardian.com/commentisfree/2016/nov/10/trump-the-apprentice-president-elect-reality-tv

http://time.com/4596770/donald-trump-reality-tv/

http://www.hollywoodreporter.com/news/andy-richter-donald-trump-presidential-875366

http://www.washingtonpost.com/posteverything/wp/2016/05/13/donald-trump-is-running-for-president-as-the-reality-tv-villain-people-love-to-hate/

http://www.news.com.au/finance/work/leaders/four-ways-donald-trump-is-running-the-us-government-like-a-reality-tv-show/news-story/41aca3ede85753a6c5eb96e3db5ce57e

http://thehill.com/homenews/administration/319834-trump-media-makes-up-stories-and-sources

http://thehill.com/homenews/campaign/309319-trumps-popularity-spikes-but-lags-behind-past-presidents

http://www.courrierinternational.com/article/etats-unis-trump-un-clown-prendre-au-serieux

http://www.lavie.fr/actualite/monde/donald-trump-le-vrai-et-le-show-12-07-2016-74673_5.php

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