WASHINGTON (Gray DC) – The Trump administration has developed a communication strategy that relies on viral moments, custom-made memes and snarky insults to reach audiences in the digital age.
The approach represents a shift from traditional White House communications, with content that resembles social media posts you might find on college students’ pages.
“It’s hard to conclude that we’re not in a new era,” said Frank Sesno, a former White House correspondent and professor at George Washington University School of Media and Public Affairs.
The communications team has tapped into algorithm-driven social media platforms, with President Donald Trump leading the effort.
“Through his very nontraditional digital presence, he is irreverent, he is outrageous, and he is speaking to those who are drawn to that,” Sesno said.
The strategy targets audiences who may be overlooked by traditional media, using what experts call political trolling as a form of warfare on social platforms.
“What we know through research and other things is what attracts attention is that kind of message that triggers emotion,” Sesno said.
The transformation from formal presidential communications to this new approach has adapted to reach the public where they consume information, and that’s online.
According to experts, the strategy works for Trump because it maintains authenticity.
“However it works, wherever it works, it’s got to be authentic, it’s got to feel real,” Sesno said.
The White House did not immediately respond to requests for comment about their social media strategy.
The administration’s use of profanity, insults and shock value continues to draw attention and generate viral content, with each new upload demonstrating the team’s awareness of their digital impact.
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