Trump's "Reality" Hustle. (November 2016)

• Record Type: Journal Article
• Authors: Hearn, Alison
• Is Part Of: Television & new media. Volume 17:Number 7(2017)
• Page Start: 656
• Page End: 659
• Publication Date: 2016-11
• Subjects: branding -- American politics -- Donald Trump -- reality TV -- promotional culture -- marketing; Télévision -- Aspect social -- Périodiques; Télévision -- Aspect économique -- Périodiques; Médias -- Publics -- Périodiques; Civilisation -- Histoire -- Périodiques; Television broadcasting -- Social aspects -- Periodicals; Digital media -- Periodicals; 302.234505
• DOI: 10.1177/1527476416652699
• Languages: English
• ISSNs: 1527-4764

Abstract

This brief editorial links Trump's popularity to reality television's messages of promotionalism and the spread of overt forms of self-branding and reputation-seeking across the population at large thanks to social media. Against the backdrop of growing economic insecurity, most people must now assiduously self-promote and hustle in order to find or protect their jobs. Trump supporters are not 'dupes' buying the hype then; they recognize that Trump's brand is his skill set, admire it, and see it as all the qualification he needs to become president. While Trump's 'brand' is figured as the result of his own personal style and power, it is actually the product of the underpaid, highly exploited labour of thousands of workers. Trump the Brand and reality television's gauzy promise of mini-celebrity are symptoms of, and alibis for a flawed and failing political economic system. It will take the concerted, collective power of people in the streets, demanding something better, to stop him.