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Donald Trump and the Branding of the American Presidency
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Donald Trump's election and Presidency represent the triumph of marketing, branding and segmentation in American politics. Although an emphasis on political marketing led to Trump's presidency, its use has sharply limited his ability to represent all Americans or negotiate with both parties in Congress, as it sets a style and tone of governance that places emotion-particularly anger-in front of policy. Thus, rather than push forward realistic legislation and rally for bipartisan support, Trump must first provide emotional gratification to his target audience. Those outside this audience ultimately feel unrepresented and unsettled, further fracturing the already divided electorate. Donald J. Trump and the Branding of the American Presidency will consider the impact of this new age of political marketing through an extensive analysis of the Trump phenomenon and its implications for future elections.
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