WASHINGTON — In a striking turn of events, Donald Trump has achieved reelection several months back yet finds himself unable to run for a subsequent term. Despite this, the official communications from the White House seem to indicate otherwise, as Trump and his associates persist with the assertive media strategy that marked his campaign. Their tactics involve coarse language and a penchant for lashing out at critics as well as teasing mainstream news outlets.
This week’s events highlighted their media strategy, particularly when White House communications director Steven Cheung took to social media to critique a forthcoming meeting of anti-Trump Republicans, branding it “the Cuck Convention” via his government account. This term has been used within political circles to publicly belittle opponents.
On another occasion, the official White House account shared a video showing shackled migrants being loaded onto airplanes, accompanied by the sounds of clanking chains and jet engines. The post carried the caption “ASMR: Illegal Alien Deportation Flight,” referencing the relaxation response known as ASMR that some individuals experience in reaction to audio or visual stimuli. The post prompted backlash from critics who deemed it “shameful” and “unworthy of the White House.”
Additionally, the account shared an image of a mock Time magazine cover showcasing Trump in a golden crown with the phrase, “LONG LIVE THE KING.” This coincided with Trump’s announcement regarding the termination of New York City’s congestion pricing initiative.
The outlandish nature of these posts appears intentional. White House press secretary Karoline Leavitt emphasized that Trump returned to the Oval Office on a historic mandate meant to fulfill his campaign promises. She stated, “One of the many reasons the American public overwhelmingly support President Trump right now is because he does what he says he was going to do.”
It is not unexpected that Trump’s campaign methodologies have transitioned into the White House environment. Similar to previous administrations, Trump’s team is populated with numerous former campaign staff members, from the chief of staff to essential digital communication personnel.
Among his staff is Cheung, a long-standing member of Trump’s past three campaigns, who previously worked with the Ultimate Fighting Championship. His provocative online comments are informally referred to within the White House as “love taps.” While aboard Air Force One, Trump commended Cheung by stating he’s “a sweetheart” and jokingly noted, “you wouldn’t want to get in a fight with him.”
An unnamed White House official noted that the administration employs various messaging strategies concurrently. According to the official, although some messages may come across as aggressive, other communications retain a more conventional tone.
Nonetheless, the official acknowledged that certain posts are designed to provoke responses. While Trump’s base remains energized, his critics often amplify his messages by reacting with outrage. A prime example occurred on Valentine’s Day when the White House posted, “roses are red, violets are blue, come here illegally and we’ll deport you.”
In response to the virality of this post, Deputy Communications Director Kaelan Dorr highlighted the ensuing media coverage, humorously indicating, “Media eating up our content like a crazy ex,” and teasing that more is on the horizon.
Alex Conant, a Republican strategist with prior connections to presidential campaigns, implied that each administration mirrors its leader’s temperament. “This president is feeling super combative,” he remarked, adding that the team interprets their victory as a strong mandate and thus chooses to aggressively confront any dissenting opinions.
Unlike most administrations that prefer to avoid the spotlight during turbulent times, Conant remarked that Trump’s outlook is the opposite, as he endeavors to dominate the news cycle daily. “Their posture is always: Be on offense. Never explain. Never apologize. Never defend,” Conant asserts, characterizing their strategy as overwhelming the media environment while staying aggressive.
Meanwhile, the administration continues to embrace traditional campaign tactics. Trump made history as the first sitting president to attend the Super Bowl earlier this month and recently led vehicles around the track during the Daytona 500 in the presidential limousine, dubbed “The Beast.”
These public appearances aim to connect with American citizens beyond the political realm and engage those less inclined to follow the news closely, a tactic that may boost his approval ratings as he further pursues his agenda.
Critics argue that Trump’s current approach deviates sharply from previous administrations, which typically sought to moderate heated political rhetoric as they transitioned from campaigning to governance. Former Biden communications team member Kate Berner noted that during her tenure, they would never have employed the kind of language currently displayed by Trump’s team, even during campaign efforts.
“You can communicate assertively and clearly while still maintaining respect and not resorting to degrading language,” she explained. Regarding the ASMR post, Berner stated it reflects a shift toward appealing solely to his base rather than serving all Americans.
Rep. Eric Swalwell, a frequent target of Trump’s allies due to his past participation in the House Intelligence Committee’s investigation into Russian election interference, voiced his concerns regarding the administration’s cheap shots. After he attempted to blame Trump for recent plane crashes, Cheung refuted his claims as “false and disgusting” in an official release, while responding with a social media message containing a personal insult related to Swalwell’s prior liaison with an alleged Chinese spy.
Ari Fleischer, who served as press secretary under George W. Bush, noted that sharp political messaging is not an entirely new phenomenon. He referenced the Clinton administration’s embrace of “the permanent campaign” and President Obama’s innovative use of platforms such as YouTube for official communications that might otherwise be criticized as propaganda.
“The Trump White House simply represents the evolution of strategies used in previous administrations,” Fleischer concluded. “Their messaging might be tougher today, but it’s part of a longstanding pattern that has developed over decades.”
