Trump’s Narrative Playbook: Power Through Story
The Trump administration employs distinctive narrative techniques that are extensively analysed by linguists, political scientists, and communication experts. Trump's approach to constructing and deploying narratives represents a sophisticated communication strategy that proves highly effective in mobilizing supporters and framing political discourse. These techniques are organized here by their structural and rhetorical elements, media manipulation tactics, and populist themes.
Structural Elements of Trump's Narrative Construction
At the core of Trump's narrative construction lies the classic storytelling formula of villain-victim-hero. This structure consistently frames political issues through identifiable characters: villains such as "Crooked Hillary," "the swamp" in Washington, or foreign adversaries like China; victims represented by the American people, particularly his supporters, suffering under the actions of these villains; and Trump himself as the uniquely qualified hero who can rescue victims from these villains.
For instance, during his 2016 campaign, Trump refers to Hillary Clinton as "Crooked Hillary," framing her as the embodiment of political corruption [3][7]. Similarly, in March 2020, he labels COVID-19 the "China Virus," casting China as the villain responsible for both the pandemic and America’s economic struggles [3][7]. A more recent example of his crisis narrative strategy is his response to critiques of his deportation policies. After actress Selena Gomez posts an emotional video criticizing the human impact of these policies, the administration counters by releasing viral content featuring families affected by crimes committed by undocumented immigrants. This campaign garners tens of million views, showcasing how Trump amplifies crises to justify his actions and consolidate support [2].
Trump continues to employ the villain-victim-hero structure to frame political issues. For example, during his March 2025 address to Congress, he emphasized that his administration was targeting "murderers, human traffickers, gang members, and other criminals" among undocumented immigrants, reinforcing their role as villains threatening American society. He also praises tariffs as "beautiful tools" to rectify trade imbalances, portraying the American worker as a victim of foreign exploitation and himself as the hero restoring economic justice [1].
Trump's rhetoric consistently establishes a sense of crisis that requires immediate intervention. His narrative strategy identifies what is wrong with the current state of affairs, names the political agents responsible for creating crisis and loss and offers a path to restore greatness through his leadership [7]. Examples include his framing of immigration as an existential threat to national security through Executive Order 13769 (commonly known as the "Muslim Ban") in January 2017 [2][7], and his warnings during the 2020 presidential campaign about violent crime under Democratic leadership, linking Joe Biden and the Democratic Party to anarchists threatening American cities [7][9].
In foreign policy, Trump’s rhetoric on Ukraine exemplifies his system narratives. In early 2025, he describes Ukrainian President Volodymyr Zelensky as a "dictator without elections" while simultaneously claiming to seek peace in the region. These dual narrative positions Trump as both a critic of international elites and a peacemaker, appealing to his base's desire for strong leadership [10].
The administration crafts narratives at multiple levels. Issue narratives focus on specific policy challenges like immigration or trade, such as Trump's rhetoric on trade wars with China, framing tariffs as a necessary battle to protect American workers during speeches in 2018 [3][7]. Identity narratives construct perceptions about America and its adversaries, often portraying America as exploited by global systems [8]. For example, at rallies in Asheville on September 12, 2016, Trump transitions seamlessly between topics like energy costs and Hunter Biden’s laptop scandal while reinforcing America’s position as victimized by external forces [10]. System narratives provide broader frameworks about the international order, such as his repeated criticisms of NATO allies for not paying their fair share at events like the July 2018 NATO summit [7][9].
Linguistic and Rhetorical Techniques
Trump's linguistic style emphasizes accessibility through simplification and repetition. Buzzwords such as "Make America Great Again," "Build the Wall," and "Drain the Swamp" become rallying cries during his campaign and presidency [3][7]. His tweets often encapsulate complex issues in brief statements, such as his December 15, 2017 tweet about "fake news," which sparks widespread media coverage [4][6]. Trump’s use of simplified language and repetition remains central to his strategy. Phrases like "America is back" become slogans that resonate with his supporters.
Another notable technique is what Trump refers to as "the weave." During rallies like Asheville in August 2024, he transitions seamlessly between topics such as energy costs, Hunter Biden’s laptop scandal, Venezuelan oil production, migrant-related crime, climate policies ("the green new scam"), and Vice President Kamala Harris [10]. Critics argue that “the weave” is either a misdirection tactic or evidence of cognitive decline; however, researcher Loren D. Marsh suggests it is an intuitive rhetorical strategy designed to control media narratives by combining muthos (core themes) with episodic storytelling [4].
Trump consistently employs binary framing and absolutist language to simplify complex issues. For example, during debates over healthcare reform in 2017, he describes Obamacare as a policy that would "destroy American health care forever" [7]. Similarly, he describes John Kerry as a "total disaster" in September 2019 [7]. A striking example of binary framing occurs in January 2025 when Trump criticizes diversity initiatives at the Federal Aviation Administration following a plane crash. He initially blames these policies for compromising safety but later pivots to emphasize meritocracy, claiming, "We want the most competent people. We don't care what race they are." This contradiction allows supporters to selectively interpret his stance while keeping critics off balance [10].
Narrative Control and Media Manipulation
Trump demonstrates mastery over media manipulation through strategic use of chaos and tactical media domination. His unpredictable statements dominate media cycles—such as his early morning December 15, 2017 tweet criticizing "fake news"—triggering widespread reactions across cable news networks [4][6]. During the COVID-19 pandemic in March 2020, Trump makes numerous conflicting statements about its severity while blaming China for its origins. These remarks overwhelm fact-checkers while shifting focus away from other topics [6][8].
His former frequent use of Twitter during his presidency ensures constant media coverage regardless of sentiment. Even critical coverage engages with his framing rather than opposing narratives [6][8]. Since his ban from Twitter in January 2021, Trump shifts to using Truth Social, his own social media platform, to continue shaping narratives and maintaining direct communication with his base. While the platform reaches a smaller and more ideologically aligned audience, it allows Trump to retain narrative control and bypass traditional media filters.
Trump’s media strategy evolves with the use of Truth Social. In April 2025, he posts a message urging followers to invest in the stock market just hours before announcing a pause on tariffs—a move that critics label "market manipulation." This tactic not only influences market behaviour but also reinforces Trump’s image as a decisive leader capable of shaping economic outcomes [12].
The administration's digital team also embraces unconventional methods to dominate media cycles. For instance, in response to criticism from Democrats about immigration raids, they release ASMR-style videos featuring sounds from deportation flights. These provocative tactics ensure constant engagement with Trump's narrative while sidelining opposing viewpoints [2].
Populist Themes and Identity Construction
Populist themes remain central to Trump's narrative techniques. He employs a restrictive definition of "the people," describing supporters as "real Americans" while casting opponents as illegitimate or un-American during rallies like those held in Pennsylvania in October 2020 [9][11]. During recent rallies in Pennsylvania, he continues to describe his supporters as "real Americans" while casting opponents as part of a corrupt elite undermining national identity. This rhetoric echoes his inaugural speech in 2017 but intensifies with new policy proposals aimed at dismantling diversity initiatives and promoting "race-neutral" regulations under Project 2025 [8][9]. In March 2025, Trump’s plan to annex Gaza and transform it into a luxury resort further exemplifies his populist identity construction. While critics decry it as imperialistic, supporters interpret it as bold leadership reclaiming global prestige for America [10].
In summary:
The Trump administration’s narrative techniques represent a sophisticated and adaptive model of political communication. By weaving together structural storytelling methods like the villain-victim-hero formula, employing binary oppositions, and leveraging simplified and emotionally charged language, Trump effectively mobilizes his political base and dominates media narratives. His strategies extend beyond traditional rhetoric to include deliberate media manipulation and populist identity construction, which portray him as both an outsider and a saviour figure. From early examples such as his 2016 attacks on Hillary Clinton to recent actions involving immigration, trade, and foreign policy in 2025, Trump continues to refine these techniques to suit changing political landscapes and digital communication platforms. The transition from Twitter to Truth Social illustrates his ability to retain narrative control in a rapidly evolving media environment. Understanding these techniques offers crucial insight into the power of narrative in contemporary politics, and how such methods shape public perception, media coverage, and political allegiance both within the United States and globally.
Citations:
[1] https://www.aljazeera.com/news/2025/3/5/seven-takeaways-from-donald-trumps-speech-to-us-congress
[2] https://www.washingtonpost.com/technology/2025/03/06/trump-white-house-media-social-influencers/
[3] https://www.msbexecutive.com/donald-trump-storytelling-140-characters/
[4] https://theconversation.com/donald-trumps-victim-rhetoric-will-boost-his-popularity-following-latest-indictment-210945
[5] https://www.dw.com/en/fact-check-how-to-spot-fabricated-news-reports/a-71992819
[6] https://dailycampus.com/2025/04/07/the-chaos-strategy-behind-trumps-term-limit-threats/
[7] https://www.motherjones.com/politics/2025/04/donald-trump-war-on-history-restoring-truth-sanity-propaganda-racism/
[8] https://en.wikipedia.org/wiki/Project_2025
[9] https://www.populismstudies.org/trump-2025-dystopia-and-fascism-the-rise-of-authoritarianism-in-the-new-government/
[10] https://www.nytimes.com/2025/03/08/us/politics/trump-third-term-gaza-contradictions.html
[11] https://theconversation.com/how-to-manufacture-a-crisis-deconstructing-donald-trumps-immigration-rhetoric-111049
[12] https://www.washingtonpost.com/business/2025/04/09/trump-market-manipulation/
