2017517 HowTheFrankfurtSchoolHelpsUsToUnderstandDonaldTrump'sTwitterPopulism|HuffPostUK

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How The Frankfurt School Helps Us To Understand

Donald Trumps Twitter Populism
18/01/201715:32

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Christian Fuchs
Critic,writer,academic@UniversityofWestminster,digitalmedia&
societycommunication(s)&society,http://fuchs.uti.at@fuchschristian

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ChristianFuchsnewstudyDonaldTrump:ACriticalTheoryandPolitical
EconomyPerspectiveonEconomicPower,StatePowerandIdeological
PowerintheAgeofAuthoritarianCapitalismanalyseseconomic,political
andideologicaldimensionsofDonaldTrumpspower.Thestudyisbasedon
FrankfurtSchoolcriticaltheoryandworksbysomeofitsrepresentativessuch SPONSOREDFEATURE

asTheodorW.Adorno,FranzNeumannandErichFromm.Thepiece
publishedhereshowshowaspectsofFrankfurtSchooltheoryallowusto
understandTrumpsTwitterpopulism.

DonaldTrumpwontheUSpresidentialelectionagainstallexpectations.
HillaryClintonorganisedabigdatacampaignthatdidnotsucceedagainst
Trumpsideologicalcampaignthatfocusedonscapegoating,American
nationalism,friend/enemylogic,politicalanticorrectness,breakingtaboos,
andthemobilisationofemotions.
HowToActInTheCinemaAnd
HowNotTo
Twitter and Trump as Culture Industry QuickRead | Comments | 04.24.2017

How The Frankfurt School Helps Us To Understand Donald Trump

AfirstaspectofFrankfurtSchoolcritiqueisthatitanalyseshowcultureforthe

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2017517 HowTheFrankfurtSchoolHelpsUsToUnderstandDonaldTrump'sTwitterPopulism|HuffPostUK

matterofprofitabilityisturnedintoanindustryandashow.InmidJanuary
SUGGESTED FOR YOU
2017,Trumphadalmost20millionfollowersonTwitter.Thenumberofhis
followersincreasedrapidlyafterhehadwontheelection.Trumpisnotjusta
president,candidateandcapitalist.Trumpisabrandandamediaspectacle
thatcelebratesitselfandtherebyaccumulatescapital,powerandfollowers. SUBSCRIBE TO & FOLLOW
TrumpisalsoanideologyTrumpology.TrumpologyisTrumpstyleideology. UK POLITICS
Itisnottheideologyofasingleperson,butratherawholewayofthoughtand Learnmore

lifethatconsistsofelementssuchashyperindividualism,leadership,the Newsletter
friend/enemyscheme,andSocialDarwinism,andthefetishismofhard address@email.com
labour.ThisbecameevidentinthewayTrumpactedashostandchief SubscribeNow
eliminatorinTheApprentice.AsUSPresident,Trumphasbecomethechief
populistTwitterer,themasterof140characterpolitics.Theacceleration,
294K 48.5K
compression,superficiality,tabloidisationandonedimensionalityofpolitics
andideologyhavefoundanewpointofculminationinTrumpsTwitterverse.
CriticaltheoristsMaxHorkheimerandTheodorW.Adornowroteabout
22.8K Podcast

traditionalcommercialmassmediathat[c]ommunicationmakespeople
conformbyisolatingthem.IntheworldofTwitterandTrumpology, AddusonSnapchat

communicationmakespeopleconformbynetworkingthemasfriends,
followers,likersandretweetersoftheirleader.

Authoritarianism Online Advertisement

AsecondaspectofFrankfurtSchoolcritiqueistheanalysisof
authoritarianismandtheauthoritarianpersonality.Theleadershipprincipleis
animportantelementofauthoritarianism.TheodorW.Adornowritesthatan
authoritarianleadercharacteristicallyindulgesinloquaciousstatements
abouthimself.Twittersstructuresupportsmecentrednessbyitsfocuson
individualprofiles,postingsandtheaccumulationoffollowersandretweets.
TrumplikestopresenthimselfonTwitteraslonewolfwhoisawinnerand
doesitallhisway:

Trumpspopulist,aggressive,attackoriented,offensive,proletarianlanguage
andstylemakehimappearasagreatlittleman,whoisonthetop,butatthe
sametimeanordinaryperson.ThegreatlittlemanisaccordingtoAdornoa
personwhosuggestsbothomnipotenceandtheideathatheisjustoneofthe
folks.Theleaderoftenpresentshimselfasalonewolffightingagainst
politicalelites.Thiscomesalongwithaversiontotheprofessionalpolitician
andperhapstoanykindofexpertness.Trumpstylepoliticsareposttruth
politics,wherenotfacts,themesanddebate,butideology,personalitiesand
emotionsmatter.ItturnedoutthatthegreatlittlemanTrumpappointedmany
representativesofthebillionaireclasstohiscabinet.Thatabillionaireturns
presidentmeansasignificantchangeintherelationshipbetweenthestate
How The Frankfurt School Helps Us To Understand Donald Trump
andtheeconomy.Bigcapitalhasmoreopportunitiestoruledirectly.

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Promisingtochallengetheruleofthepoliticalelite,Trumpinstalledtheruleof
yetanotherelitethebillionaireclass.

Tweeting Nationalism

Nationalismisanotherfeatureofauthoritarianism.Trumparguesthathewill
makeAmericagreatagain.Hepromisesprosperity,wealth,andworldwide
recognitiontoAmericancitizens.Byplayingwithnationalism,Trumpdetracts
attentionfromtheactualclassdifferenceswithintheUnitedStates.Twitters
allowstheuseofpicturesandimagesforvisualisingideologiessuchas
nationalism.

How The Frankfurt School Helps Us To Understand Donald Trump

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Online Liking of Friends, Online Hating of Enemies

Anotherfeatureofauthoritarianismisthatitmakesuseofthefriendenemy
scheme.Authoritarianismhasanextremelypolarisedrelationshiptothe
powerfulandtheweak.CriticaltheoristErichFrommsaysinthiscontext:To
theonegroupallgoodcharacteristicsareascribedandtheyareloved,andto
theothergroupallnegativecharacteristicsareascribedandtheyarehated.
CriticaltheoristFranzL.Neumannarguesthatinauthoritarianism,[h]atred,
resentment,dread,createdbygreatupheavals,areconcentratedoncertain
personswhoaredenouncedasdevilishconspirators.Insuchsituations,the
fearofsocialdegradation[...]createsforitselfatargetforthedischargeof
theresentmentsarsingfromdamagedselfesteem.

Trumpconstructsoutgroupssuchasillegalimmigrants,Mexico,China,
Muslims,oppositionalpoliticians,andhiscritics.Theyarepresentedas
threateningthegreatnessoftheAmericannation.Thespeedandanonymity
ofsocialmediaallowsthefastandglobalspreadofrumours,fakenews,
stereotypes,andprejudices.

How The Frankfurt School Helps Us To Understand Donald Trump

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2017517 HowTheFrankfurtSchoolHelpsUsToUnderstandDonaldTrump'sTwitterPopulism|HuffPostUK

DatascientistsconductedaquantitativeanalysisofTrumpstweets.They
foundthatTrumptendstouselanguagethatisnegativeandscapegoats:But
whatstrulydistinctiveishowheusesadjectives:Hecombinesanadjective
followedbysomeonesnameastunning10timesmorethananyother
candidate.ThisisprimarilybecauseofhisproclivityforusingTwittertolaunch
personalattacksonspecificindividuals,likelightweightMegynKelly,little
MarcoRubio,lowenergyJebBush,dopeyBillKristol,etc.[...]Trumpisalso
distinctiveinhisuseofpronouns(I,you,he,she,we,us,etc.).Trump
usespronounsinaverydifferentwaythantheothercandidates.Iandme
(aswellasTrumpsownname)areusedmuchmorethanothercandidates.
While@realDonaldTrumpsuseofweiswithintherangeofother
candidates,Trumphardlyusesthepronounusabitsurprisingfora
presidentialcandidatewhoisexpectedtoleadAmericatoagreatshared
future.

How The Frankfurt School Helps Us To Understand Donald Trump

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2017517 HowTheFrankfurtSchoolHelpsUsToUnderstandDonaldTrump'sTwitterPopulism|HuffPostUK

TrumpsTwitterpoliticsisapoliticsof140charactersthatconsistsofaworld
polarisedintofriendsandenemies.ViaTwitter,Trumpbroadcastsnewsabout
howhispersonalfriend/enemyschemeevolves.Therearetwosides:The
sideofthefriends,whomhecharacterisesasgreat,impressive,nice,
successful,andtalented.Andthesideoftheenemies,whomhe
characterisesasbad,biased,failing,inaccurate,dishonest,nasty,notnice,
onesided,overrated,poor,rude,sad,terrible,untalented,orwrong.Trumps
politicsisaworldofpolaropposites,inwhichrepresentativesofthetwosides
havecompletelyopposedcharacteristics.

Militarism and Patriarchy

Patriarchyplaysapeculiarroleinauthoritarianism.Themalewarrior,who
How The Frankfurt School Helps Us To Understand Donald Trump
fightsanddoesnotshowemotions,ispresentedastheidealhumanbeing

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2017517 HowTheFrankfurtSchoolHelpsUsToUnderstandDonaldTrump'sTwitterPopulism|HuffPostUK

thatshouldbeimitated.AccordingtoAdorno,inauthoritarianismthemodel
ofthemilitaryofficeristransferredtotherealmofpolitics:

ForTrump,Twitterisasymbolicandcommunicativebattlefield.Trumpcalls
socialmediahismethodoffightingback:Itsagreatformof
communication.[...]IthinkIpickedupyesterday100,000people.Imnot
sayingIloveit,butitdoesgetthewordout.Whenyougivemeabadstoryor
whenyougivemeaninaccuratestoryorwhensomebodyotherthanyouand
anothernetwork,orwhatever,causeofcourse,CBSwouldneverdoathing
likethatright?Ihaveamethodoffightingback.Thatsverytough.[...]Ireally
believethatthefactthatIhavesuchpowerintermsofnumberswith
Facebook,Twitter,Instagram,etcetera,Ithinkithelpedmewinallofthese
raceswheretheyrespendingmuchmoremoneythanIspent.

Theothersideofmilitarisminpatriarchalideologyisthedisrespecttowards
women.

Tweeting Emotions, Tweeting Ideology

CriticaltheoristWilhelmReicharguedthatauthoritarianpoliticiansare
convincedthatonecannotgetatthemasseswitharguments,proofs,and
knowledge,butonlywithfeelingsandbeliefs.Twitterisamediumthat
supportspoliticsthatarebasedonfeelings,beliefsandirrationalityinsteadof
arguments,proofsandknowledge.DonaldTrumphasmadeemotionally
ladenideologicalTwitterpoliticsakeyelementofhispoliticalstrategy.He
usesTwittersbrevityof140charactersforapoliticsthatdoesnotrelyon
arguments,butonnegativeemotionsthathecommunicatesandtriestostir
amonghisfollowers.Twitteristhebestsuitedmediumfortheemotionaland
How The Frankfurt School Helps Us To Understand Donald Trump
ideologicalpoliticsofoutrage,scapegoating,hatred,andattackbecauseits

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ephemerality,brevityandspeedsupportspectaclesandsensationalism.It
leavesnotimeandnospaceforsubstantialdebates.Thecustomoflikingand
retweetingonTwitterappealstoTrumpsnarcissisticsidesothatheenjoys
hisstatusasacelebrity,brandandpoliticalleader.Trumpmakesuseof
Twitterforbroadcasting140charactersoundbitesaboutwhathelikesand
dislikes.

Twitter Diplomacy

Diplomacyisaformofpoliticalcommunicationthatrequiresdirect
communication,listening,empathy,compromiseandagreement.Inaworldin
crisis,diplomacyisoftremendousimportanceinordertopreventnewwars.
Trumps140characterTwitterdiplomacyoperatesbyoffense,
unpredictability,provocation,attackanddisagreement.Whatlotsofpeople
fearisthatTrumpspersonalityistoouncontrolledandtoorevengeful,which
couldbedangerousinaticklishpoliticalsituation.ChinasXinhuanews
agency,amouthpieceoftheChinesegovernment,commentedthatTrumps
obsessionwithTwitterdiplomacyisundesirable
How The Frankfurt School Helps Us To Understand Donald Trump

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Liberal Media = Trumps Political-Economic Allies

TheNewYorkTimessawitspaidsubscriptionsincreasingby132,000during
athreeweekperiodinNovember2016,agrowthratetentimeshigherthan
duringthesameperiodin2015.ThefirsttelevisiondebatebetweenTrump
andClintonreachedatotalof84millionUSviewers,thelargestaudience
everinsixtyyearsoftelevisedUSpresidentialdebates.Intheworldofthe
capitalistspectacle,thecapitalistmedianeedTrumpjustlikeTrumpneeds
themedia.ThemainstreammediahelpedmakingTrumpbotheconomically
andpolitically.

ThemainstreammediasTrumpspectaclealsocontinuesaftertheelection.It
hasnowbecomecommonthattheydevotefrontpagesandentirearticlesand
reportstoTrumptweets.EithertheyreportwhatTrumptweetsorina
Kafkaesquemannerdiscusswhetheritisgoodornotthatthemediareport
aboutTrumpstweets.ThepointisthattheygiveconstantattentiontoTrump
andprovidefreeTrumpbrandpropaganda.ThecontinuedattentionforTrump
isitselfthemessage.Trumpmakesstrategicuseofthefactthathesells
attention.Trump:ThecostofafullpageadintheNewYorkTimescanbe
morethan$100,000.Butwhentheywriteastoryaboutoneofmydeals,it
doesntcostmeacent,andIgetmoreimportantpublicity.Ihaveamutually
profitabletwowayrelationshipwiththemediawegiveeachotherwhatwe
need.AndnowIamusingthatrelationshiptotalkaboutthefutureofAmerica.
[...]Thesemediatypessellmoremagazineswhenmyfaceisonthecover,or
whenIbringabiggeraudiencetotheirtelevisionshowthantheynormally
attract,andbyfar.Andwhatsfunnyisthatitturnsoutthebestwayforthem
How The Frankfurt School Helps Us To Understand Donald Trump
togetthatattentionistocriticizeme.

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AtrulycriticalstrategywouldbetoprovidenofreepromotiontoTrumpby
ignoringhim.Tosaynothing,reportnothing,andcommentonnothingthatis
rightwingpopulistincharacterhastobepartofbreakingtherightwing
spectaclesspell.Accordingtoareport,NBC,CBSandABCgave23.4times
morecoveragetoTrumpthantoSanders.Analternativestrategyalso
requireschangingthebalanceofforcesinmediacoverage.

Trumpstweetsaretheultimateexpressionofpopulistandideological
communicationinacapitalismthatisbasedonhighvelocity,highone
dimensionalityandhighsuperficiality.Theonlypracticalhopeforpolitical
communicationisthestrugglefordialecticalformsofpoliticalcommunication
thatprovidespaceandtimeforreportinganddebatingtheworldscomplexity.

Christian Fuchs study Donald Trump: A Critical Theory- and Political

Economy-Perspective on Economic Power, State Power and Ideological
Power in the Age of Authoritarian Capitalism can be read here.

FollowChristianFuchsonTwitter:www.twitter.com/fuchschristian

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