The phrase “politics is show business for ugly people” is often dismissed as a mere quip, but it holds a deeper truth that election campaign professionals should take seriously.
Politics, much like show business, is a performance, and those who understand this tend to be more successful at the ballot box.
Trump’s campaign is a case study in superb performative politics. MAGA 2024 is infused with strong cultural references, moments of high drama, compelling characters, and clear plot lines.
The Power of Cultural References
Getting voters to relate to your candidate is a big step towards getting them to vote for you. Baking in resonant cultural references to your campaign is a brilliant way to build empathy.
At this year’s Republican National Convention the Republican Party announced J.D Vance as their Vice Presidential nominee, had Dana White introduce Trump to the stage and featured Hulk Hogan as a keynote speaker.
All three are relatable to the audience that Trump needs to motivate to vote and have electoral resonance.
J.D. Vance has strong cultural relevance due to his bestselling memoir, ‘Hillbilly Elegy’, which provided a poignant and personal look into the struggles of working-class Americans in Appalachia. The memoir’s insight into economic hardship, social decline, and the challenges faced by working-class communities was also made into a popular movie.
Dana White is CEO of the UFC, which has become a significant part of US culture due to its blend of athleticism, entertainment, and the American affinity for combat sports. Dana White has become a significant voice on issues beyond sport with video clips of his thoughts on business and society more widely going viral on social media.
Hulk Hogan, an iconic figure in American professional wrestling, became a cultural phenomenon in the 1980s and 1990s. But his legacy extends beyond the ring, as his high-profile privacy battle against Gawker, backed by Republican donor Peter Thiel, underscored issues of personal rights and media ethics, resonating with many Americans’ concerns about privacy.
Crafting Clear Plot Lines
Effective campaigns frame the election as a story with clear plot lines with conflicts that their lead character/s (read: candidates) need to resolve. This approach makes candidates more memorable and persuasive and can help complex issues become more accessible.
Trump is running an “outsider” narrative. The Trump campaign has created a bogeyman for him to conflict with: the Deep State, which holds back ordinary Americans.
In Trump’s narrative, he is the only person with the guts and strength to stand up to the Deep State.
Trump’s character in this narrative is a rebel with a cause. He’s refusing to accept the diktats of the establishment overlords and is calling on his supporters to revolt.
The Deep State is an amorphous body that manipulates the laws of the land to favour the elites and inflicts injustice on the people. Biden is currently the main manifestation of it, but judges, Republican opponents and the mainstream media are also deemed to be part of it.
Trump is on the side of natural justice for regular citizens, which brings him and his followers into conflict with the Deep State.
When he’s battling with courts or dodging bullets they are real-life events which bring his campaign narrative to life.
The picture of Trump standing in front of an American flag, bleeding from the ear, fist clenched and shouting “fight, fight” in the moments after an assassination attempt is the perfect visual encapsulation of his entire campaign narrative.
The Theatrics of Politics
Theatrics, when done right, are powerful tools. From stirring speeches to visually striking advertisements, the performative elements of a campaign can leave a lasting impact and drive home key messages in a memorable way.
The way Trump emerged onto the stage at the Republican National Convention was a brilliant piece of campaign theatrics. It was epic, and emotive and made him seem more like a pop culture icon than a politician.
There’s no other candidate that has perfected politics as a performance quite like Trump.
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Dangerously true.