"Deserves a place alongside George Orwell's 'Politics and the English Language'. . . . one of the most important political books of this perilous summer."--The Washington Post "A must-read"--Salon
"Highly recommended"--Jack Shafer, Politico
Featured in "The Best New Books to Read This Summer" and "Lit Hub's Most Anticipated Books of 2020"--Literary Hub
Historic levels of polarization, a disaffected and frustrated electorate, and widespread distrust of government, the news media, and traditional political leadership set the stage in 2016 for an unexpected, unlikely, and unprecedented presidential contest. Donald Trump's campaign speeches and other rhetoric seemed on the surface to be simplistic, repetitive, and disorganized to many. As Demagogue for President
shows, Trump's campaign strategy was anything but simple.
Political communication expert Jennifer Mercieca shows how the Trump campaign expertly used the common rhetorical techniques of a demagogue, a word with two contradictory definitions--"a leader who makes use of popular prejudices and false claims and promises in order to gain power" or "a leader championing the cause of the common people in ancient times" (Merriam-Webster, 2019). These strategies, in conjunction with post-rhetorical public relations techniques, were meant to appeal to a segment of an already distrustful electorate. It was an effective tactic.
Mercieca analyzes rhetorical strategies such as argument ad hominem, argument ad baculum, argument ad populum, reification, paralipsis, and more to reveal a campaign that was morally repugnant to some but to others a brilliant appeal to American exceptionalism. By all accounts, it fundamentally changed the discourse of the American public sphere.
"From the moment Trump descended the escalator at Trump Tower, Jennifer Mercieca, like no one else, immersed herself in the rhetoric of Donald Trump, explicating in real time and with meticulous precision and clarity, how a bombastic pitchman emerged as America's authoritarian PT Barnum, using nothing more than his weaponized words to transform a polarized and dispirited nation into his own reality TV show. This book is essential to understanding how he did it and the peril it poses for democracy."--Jonathan Tilove, chief political writer, Austin American-Statesman--Jonathan Tilove
"A rollicking tour of Donald Trump and his rhetorical excess. Jen Mercieca hits all of the high points."--Roderick P. Hart, author of Political Tone: How Leaders Talk and Why
--Roderick P. Hart