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The Forging of a Brand Presidency: An analysis of Oratories by Donald Trump that Disrupted the Picture of Politics / JOHN BOLANDER

Swansea University Author: JOHN BOLANDER

  • E-Thesis under embargo until: 1st December 2025

DOI (Published version): 10.23889/SUthesis.65716

Abstract

The 2016 election of Donald Trump, as America’s first President without military or public office experience, was a surprise for most of America, as it represented a change to how voter’s viewed politics. This research studies the business rhetoric, branding and marketing techniques used to support...

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Published: Swansea, Wales, UK 2023
Institution: Swansea University
Degree level: Doctoral
Degree name: Ph.D
Supervisor: Rees, R. F; Rydzewska J; Sharp, B.
URI: https://cronfa.swan.ac.uk/Record/cronfa65716
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last_indexed 2024-02-29T11:10:05Z
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spelling v2 65716 2024-02-29 The Forging of a Brand Presidency: An analysis of Oratories by Donald Trump that Disrupted the Picture of Politics 82a89f63cb9c5975648f0cdd34134e2a JOHN BOLANDER JOHN BOLANDER true false 2024-02-29 The 2016 election of Donald Trump, as America’s first President without military or public office experience, was a surprise for most of America, as it represented a change to how voter’s viewed politics. This research studies the business rhetoric, branding and marketing techniques used to support Trump’s election campaign and proposes that his business approach is an important feature of Trump’s campaign success. This thesis incorporates discourse analysis with textual analysis of a corpus of stump speeches selected from the Trump campaign. The analysis explores how Trump used business marketing techniques and rhetoric to connect him to the lower and middle-income voters to persuasively convince them that he understood their needs. The methodology embraces Kenneth Burke’s Dramatistic Pentad (dramatism) to explore the construction and techniques of Trump’s business branding and propaganda in his rhetoric. In pursuance of the idea of purpose in Burke’s pentad, the study for this thesis intersects with Maslow’s Hierarchy of Needs as a generative marketing theory to underpin a more in-depth analysis of the notion of motive in Trump’s speeches. The approach identifies ten stump speeches which focus on Trump’s Make America Great Again movement toward neoliberalism and his grievances toward existing globalism policies of the United States government. This was used to identify if Trump’s populist grievance driven marketing rhetoric could persuade the population to vote for him and be a repeatable process. It has been concluded that in campaigning this approach is successful and repeatable. E-Thesis Swansea, Wales, UK Branding, Donald J. Trump, Hillary Clinton, Populism, Maslow&apos;s Hierarchy of Needs, Kenneth Burke&apos;s Dramatism, Critical Discourse Analysis, Grievance Rhetoric 1 11 2023 2023-11-01 10.23889/SUthesis.65716 Part of this thesis has been redacted to protect personal information COLLEGE NANME COLLEGE CODE Swansea University Rees, R. F; Rydzewska J; Sharp, B. Doctoral Ph.D 2024-04-07T23:25:06.7284427 2024-02-29T10:36:38.7637551 College of Arts and Humanities Media and Communication Studies JOHN BOLANDER 1 Under embargo Under embargo 2024-02-29T11:04:10.3331125 Output 3727404 application/pdf E-Thesis true 2025-12-01T00:00:00.0000000 Copyright: The author, John Jay Bolander, 2023 Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0). true eng
title The Forging of a Brand Presidency: An analysis of Oratories by Donald Trump that Disrupted the Picture of Politics
spellingShingle The Forging of a Brand Presidency: An analysis of Oratories by Donald Trump that Disrupted the Picture of Politics
JOHN BOLANDER
title_short The Forging of a Brand Presidency: An analysis of Oratories by Donald Trump that Disrupted the Picture of Politics
title_full The Forging of a Brand Presidency: An analysis of Oratories by Donald Trump that Disrupted the Picture of Politics
title_fullStr The Forging of a Brand Presidency: An analysis of Oratories by Donald Trump that Disrupted the Picture of Politics
title_full_unstemmed The Forging of a Brand Presidency: An analysis of Oratories by Donald Trump that Disrupted the Picture of Politics
title_sort The Forging of a Brand Presidency: An analysis of Oratories by Donald Trump that Disrupted the Picture of Politics
author_id_str_mv 82a89f63cb9c5975648f0cdd34134e2a
author_id_fullname_str_mv 82a89f63cb9c5975648f0cdd34134e2a_***_JOHN BOLANDER
author JOHN BOLANDER
author2 JOHN BOLANDER
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institution Swansea University
doi_str_mv 10.23889/SUthesis.65716
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department_str Media and Communication Studies{{{_:::_}}}College of Arts and Humanities{{{_:::_}}}Media and Communication Studies
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description The 2016 election of Donald Trump, as America’s first President without military or public office experience, was a surprise for most of America, as it represented a change to how voter’s viewed politics. This research studies the business rhetoric, branding and marketing techniques used to support Trump’s election campaign and proposes that his business approach is an important feature of Trump’s campaign success. This thesis incorporates discourse analysis with textual analysis of a corpus of stump speeches selected from the Trump campaign. The analysis explores how Trump used business marketing techniques and rhetoric to connect him to the lower and middle-income voters to persuasively convince them that he understood their needs. The methodology embraces Kenneth Burke’s Dramatistic Pentad (dramatism) to explore the construction and techniques of Trump’s business branding and propaganda in his rhetoric. In pursuance of the idea of purpose in Burke’s pentad, the study for this thesis intersects with Maslow’s Hierarchy of Needs as a generative marketing theory to underpin a more in-depth analysis of the notion of motive in Trump’s speeches. The approach identifies ten stump speeches which focus on Trump’s Make America Great Again movement toward neoliberalism and his grievances toward existing globalism policies of the United States government. This was used to identify if Trump’s populist grievance driven marketing rhetoric could persuade the population to vote for him and be a repeatable process. It has been concluded that in campaigning this approach is successful and repeatable.
published_date 2023-11-01T23:25:07Z
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score 11.012678

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