The rhetorical brilliance of Trump the demagogue
The Greek word “demagogue” (demos = people + agōgos = leader) literally means “a leader of the people.” Today, however, it’s used to describe a leader who capitalizes on popular prejudices, makes false claims and promises, and uses arguments based on emotion rather than reason.
.. Trump’s self-congratulating rhetoric makes him appear to be the epitome of hubris, which, according to research, is often the least attractive quality of a potential leader. However, Trump is so consistent in his hubris that it appears authentic: his greatness is America’s greatness.
.. On the campaign trail, he’s harnessed his macho businessman persona – crafted through social media and years spent on TV (where he was often the most powerful person in the room) – to make his case for the presidency. It’s a persona that rejects restraints: he speaks of not being constrained by his party, media, other candidates, political correctness, facts – anything, really. In a sense, he’s fashioning himself as an uncontrollable leader.
.. First, Trump draws on the myth of American exceptionalism. He depictes the United States as the world’s best hope: there is only one chosen nation and, as president, all of his decisions work toward making America great. By tying himself to American exceptionalism – while classifying his detractors as “weak” or “dummies” – he’s able to position his critics as people who don’t believe in, or won’t contribute to, the “greatness” of the nation.
.. When opponents question his ideas or stances, he’ll employ ad homenim attacks – or criticisms of the person, rather than the argument (dismissing his detractors as “dummies,” “weak” or “boring”). Perhaps most famously, he derided Carly Fiorina’s appearance when she started to go up in the polls after the first Republican debate (“Look at that face!” he cried. “Would anyone vote for that? Can you imagine that, the face of our next president?”).
.. Trump will also employ a rhetorical technique called paralipsis to make claims that he can’t be held accountable for. In paralipsis, the speaker will introduce a topic or argument by saying he doesn’t want to talk about it; in truth, he or she wants to emphasize that very thing.
For example, in New Hampshire on December 1, he said, “But all of [the other candidates] are weak and they’re just weak – I think that they are weak generally if you want to know the truth. But I don’t want to say that because I don’t want to…I don’t want to have any controversies, no controversies, is that okay? So I refuse to say that they are weak generally, okay?”