Donald Trump and the Branding of the American Presidency

The President of Segments
1. Auflage 2022
ISBN: 978-3-030-30495-9
Verlag: Springer International Publishing

Buch, Englisch, 235 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 438 g

This book argues that Donald Trump’s election and Presidency represent the triumph of marketing, branding and segmentation in American politics. An early emphasis on political marketing helped Trump secure the presidency, but his use of marketing sharply limited his presidency. President Trump’s political marketing strategy privileged emotion—particularly anger—over policy, constraining his ability to represent all Americans or engage in bipartisan negotiation in Congress. Rather than pushing forward realistic legislation and rallying for bipartisan support, Trump’s campaign and presidency focused on providing emotional gratification to his target audience, leading those outside this audience to ultimately feel unrepresented and unsettled, further fracturing the already divided electorate. Donald Trump and the Branding of the American Presidency considers the impact of this new age of political marketing through an extensive analysis of the Trump phenomenon and its implications for future elections.   

Zielgruppe

Research

Autoren/Hrsg.

Cosgrove, Kenneth M.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Politikwissenschaft Politische Kultur Politische Kommunikation und Partizipation
• Sozialwissenschaften Politikwissenschaft Politikwissenschaft Allgemein Politische Studien zu einzelnen Ländern und Gebieten
• Rechtswissenschaften Recht, Rechtswissenschaft Allgemein Rechtspolitik

Inhaltsverzeichnis

1. Donald Trump and the Branding of the American Presidency.- 2. The Old Order and Its Discontents.- 3. Segmentation and Trump.- 4. Trump Direct to Consumer.- 5. Trump Race and Class.- 6. The Trump Brand Story: Attract and Repel.- 7. Brand Battle: Omnipresent Trump in Office and Beyond.- 8. The President of Segments.

Über Autor(innen)

Kenneth M. Cosgrove is Associate Professor in the Department of Government at Suffolk University, USA. He teaches and writes about political marketing and branding and has written extensively about the way in which political branding has been used by Conservatives to dominate the Republican Party and American politics, from Ronald Reagan to the present.