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.<\/p>\n
The approach represents a shift from traditional White House communications, with content that resembles social media posts you might find on college students\u2019 pages.<\/p>\n
\u201cIt\u2019s hard to conclude that we\u2019re not in a new era,\u201d said Frank Sesno, a former White House correspondent and professor at George Washington University School of Media and Public Affairs.<\/p>\n
The communications team has tapped into algorithm-driven social media platforms, with President Donald Trump leading the effort.<\/p>\n
\u201cThrough his very nontraditional digital presence, he is irreverent, he is outrageous, and he is speaking to those who are drawn to that,\u201d Sesno said.<\/p>\n
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.<\/p>\n
\u201cWhat we know through research and other things is what attracts attention is that kind of message that triggers emotion,\u201d Sesno said.<\/p>\n
The transformation from formal presidential communications to this new approach has adapted to reach the public where they consume information, and that\u2019s online.<\/p>\n
According to experts, the strategy works for Trump because it maintains authenticity.<\/p>\n
\u201cHowever it works, wherever it works, it\u2019s got to be authentic, it\u2019s got to feel real,\u201d Sesno said.<\/p>\n
The White House did not immediately respond to requests for comment about their social media strategy.<\/p>\n
The administration\u2019s use of profanity, insults and shock value continues to draw attention and generate viral content, with each new upload demonstrating the team\u2019s awareness of their digital impact.<\/p>\n
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