The paper explores the rhetorical strategies Donald Trump employed during the 2016 U.S. presidential primary campaign. The study
shows that Trump aimed at garnering public support by defining himself as an anti-politician or anti-political establishment
candidate. His rhetorical strategies were aimed at building the depiction of his character as a successful businessman who came
from outside the political realm to save America and restore it to its former greatness. He denounced the traditional rules of
politics, avoided calculated, logical and politically correct utterances, and modeled himself as the only candidate who was fit
for the presidency. The analysis reveals Trump’s prominent rhetorical strategies, and shows how each one of them fulfilled what I
refer to as the ultimate “Anti-Political Rhetorical Strategy”, from an anti-politically correct strategy, which
is by nature anti-political, to more common strategies such as negativity, simplicity,
repetition and hyperbole.
2001 “Clarifying a Contested Concept: Populism in the Study of Latin American Politics.” Comparative Politics 34(1): 1–22.
1990Demagoguery and Rhetorics [in Hebrew]. Tel Aviv University: Papyrus Publication.
Yourish, Karen, Larry Buchanan, and Alicia Parlapiano
2016, August 29 “More Than 160 Republican Leaders Don’t Support Donald Trump. Here’s When They Reached Their Breaking Point.” Retrieved from [URL]
2004 “Presidential Rhetoric and the Power of Definition.” Presidential Studies Quarterly 34(3): 607–619.
Cited by 7 other publications
2023. Sports, Brand America and U.S. public diplomacy during the presidency of Donald Trump. Place Branding and Public Diplomacy 19:1 ► pp. 167 ff.
Elkin, Vladimir V., Elena N. Melnikova & Natalia M. Kashirina
2021. Linguocommunicative Grounds of the Cognitive Dissonance and Comic Absurdity in the Rhetorical Presidency. In Modern Global Economic System: Evolutional Development vs. Revolutionary Leap [Lecture Notes in Networks and Systems, 198], ► pp. 369 ff.
2023. Trump’s Rhetorical Way to Presidency. In U.S. Democracy in Danger [Springer Studies on Populism, Identity Politics and Social Justice, ], ► pp. 277 ff.
2023. Entrepreneurial CEO’s Intended Public Language Clarity as a Strategic Tool for Corporate Communication: Linguistic Analysis of Automotive Industry Leaders. Global Business Review
Morales, Erendira Abigail, Cindy J. Price Schultz & Kristen D. Landreville
2021. The Impact of 280 Characters: An Analysis of Trump’s Tweets and Television News Through the Lens of Agenda Building. Electronic News 15:1-2 ► pp. 21 ff.
Rouse, Melvin L.
2023. Promoting Gender-Affirming Care: Challenging Conflation and Embracing Complexity. Policy Insights from the Behavioral and Brain Sciences 10:2 ► pp. 186 ff.
This list is based on CrossRef data as of 29 november 2023. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers.
Any errors therein should be reported to them.