Bobbie Schermbeck
March 10th, 2025, 49 days since President Trump took office for the second time. An overwhelming question has been on my mind since then: Why do people support him? I’m trying to separate this question from the black and white of Republican vs. Democrat. When people talk about America, the American Dream, and “how great” America is, it suggests we’re looking for a strong leader—someone who will guide America toward a brighter future, much like Reagan or Roosevelt did, at least by Republican standards. Yet, instead, we have a former reality TV star and felon. The connection to a strong America just isn’t there for me.
I studied psychology while in undergraduate school, so I looked for answers there. Following the Holocaust, several theorists thought prejudice might be pathological and searched for personality syndromes associated with it.[1] Theodor Adorno, one of the theorists who fled Nazi Germany, and his co-authors believed that the key to prejudice lay in the Authoritarian Personality.[2] Bob Altemeyer, a renowned psychologist in the area, focused most of his career on authoritarianism. He proposed that there were two characteristics that marked authoritarians and caused prejudice.[3] The first is their tendency to organize their world views as in-groups and out-groups.[4] The second is their self-righteousness, and that they will feel free to express prejudice against members of the out-groups who their authority figure has labeled immoral or a threat to their traditional values.[5]
Today, the research in this area reflects the political sphere, and two theories are associated with right-wing voters. The first, Right Wing Authoritarianism (RWA), is defined as “a personality type that describes somebody who is naturally submissive to their authority figures, acts aggressively in the name of said authorities, and is conformist in thought and behavior.”[6] Social Dominance Theory (SDO), the second, is a “model of the development and maintenance of social dominance and oppression that assumes societies minimize group conflict by creating consensus on ideologies that promote the superiority of one group over others.”[7] These Ideologies promote or maintain group inequality and are tools that legitimize discrimination.[8] SDO is also used to reinforce hierarchical myths.[9] Both RWA and SDO are substantial predictors of intergroup prejudices.[10] Individuals who have higher levels of authoritarian traits are more likely to have negative views of minority groups, or those they consider the out-group.[11]
Of course, not all of Trump’s supporters are authoritarians or would rank highly on either scale. However, the degree to which authoritarian tendencies manifest in public life depends on whether society gives those views credibility.[12] That is where the “charismatic” leader comes in. Trump could teach a master class on how to cause civil unrest as he plays on both his voters’ fears and desires with almost an expert employment of dog-whistle politics. He either overtly or covertly gives his followers the credibility they seek regarding their outgroup beliefs.
Dog-whistle politics is a political ideology that suggests the use of coded messages that on their face are innoxious but to a follower is suggestive and will garner political support.[13] They appeal to specific audiences with the goal of inciting support or perpetuating divisive ideologies without directly stating them. For example, before the election, Trump’s Vice Presidential candidate said, “In two days, we are going to take out the trash in Washington, D.C., and the trash’s name is Kamala Harris.”[14] While not overtly racist or sexist on the surface, an audience already predisposed to negative stereotypes about women and Black individuals will resonate with the message. A more covert example is the Trump Administration’s play on language like ‘hard work,’ which is used to uphold stereotypes that people create their own poverty because they are lazy and rely on government handouts.[15] On its face, his message may have a positive spin, but it subtly implies that people in poverty are undeserving of help. This is broadly appealing to those who believe in rugged individualism while stigmatizing others who rely on government assistance, particularly targeting marginalized communities. Dog-whistling can create a sense of solidarity or reinforce in-group/out-group dynamics among voters, which may explain why people are drawn to it–even if the rhetoric itself isn’t overtly aggressive–which plays well to the voters who do register highly on the authoritarian scale, as well asvoters who identify with the underlying messages. Of late, Trump has mostly left these veiled messages behind and moved for more a more openly bigoted rhetoric. The Trump Administration’s rhetoric is akin to populism. Populism is where a “charismatic leader” claims to be speaking for and to his people.[16] This leader will articulate his followers’ grievances in a way few other mainstream politicians are willing to do.[17] Trump has consistently positioned himself as a champion of the “common people” against a corrupt elite, including the media, politicians, and the “deep state,” a key aspect of populism. He has also framed his campaigns as anti-establishment, promising to “drain the swamp” and disrupt Washington’s entrenched political class. He appeals to his followers with inflammatory statements and frames himself as an outsider fighting against a corrupt elite.[18]
Here are a few examples of Trump’s rhetoric: When a white supremacist mob marched in Charlottesville in 2017 and chanted through the streets “Blacks will not replace us” and “Jews will not replace us”,[19] Trump came to their defense, saying, “there was blame on both sides…You had some very bad people in that group. You also had some very fine people on both sides.”[20] Another infamous example is asking the Proud Boys[21] to “stand back and stand by.”[22] Beyond these general expressions of bigotry, Trump’s rhetoric also targets specific groups, particularly immigrants, reinforcing his populist narrative with inflammatory and dehumanizing language. During his rallies for his first administration, he would often read lyrics from “The Snake”. He quotes “You knew damn well I was a snake before you let me in” to spin a negative light on immigrants who have come into this country.[23] He turns his followers against immigrants and anyone sympathetic to them by convincing them that outsiders are a mortal threat, a clear example of feeding into out-group dynamics.[24] “His voters are primed to accept anti-immigration rhetoric and to be frightened by it.”[25] Ironically, a civil rights activist wrote “The Snake”, and his family is suing Trump for using the lyrics.[26] To cement the idea to his followers that immigrants are dangerous, he has likened them to murderers andanimals, said they had failed genes, and that they were all from “Shithole Countries”. During his latest campaign, he accused Haitian immigrants of “Eating the dogs.”[27]
This type of discourse is not new to him.[28] In 1973, the DOJ sued Trump for racial discrimination after his apartment manager admitted Trump told him not to rent to Black tenants.[29] In 1989, he continued by taking out an ad in a New York newspaper that called for the reinstatement of the death penalty.[30] The ad targeted the Central Park Five, a group of young Black boys wrongly accused of raping a woman in central park. DNA evidence exonerated all five men, and Trump refused to make an apology.[31] Trump even doubleddown just last year, saying the Central Park Fivehad killed the person attacked[32] It is likewise ironic Trump would claim to “stand up” for a woman who has been raped, given his own history of supporting or engaging in behavior that aligns with sexual harassment. With perhaps his most famous quote from 2005, “I’m automatically attracted to beautiful women—I just start kissing them, it’s like a magnet. Just kiss. I don’t even wait. And when you’re a star, they let you do it. You can do anything…Grab them by the pussy.”[33] Trump’s ability to make such statements without consequence while holding our nation’s highest office validates his followers in holding or expressing the same harmful beliefs.
It is past supposition that Trump’s words are being seen by his followers as a call to do harm. In November 2016, the Southern Poverty Law Center recorded 1,094 reports of incidents involving hate and harassment directed at women, Muslims, and other groups criticized by Trump.[34] In 2018, Cesar Sayoc sent 16 pipe bombs to journalists, prominent Democrats, and other public figures whom Trump had openly denounced.[35] During court proceedings, Sayoc’s lawyer said Trump’s rhetoric caused his client’s behavior.[36] By 2019, the Guardian identified 52 instances of violence or threats of violence carried out by Trump supporters “in the name of Trump.”[37] On January 6, 2021, a crowd of Trump supporters stormed the U.S. Capitol, shouting threats against legislators opposing Trump and even members of his administration, including Vice President Mike Pence, whom they viewed as disloyal to Trump.[38] And in 2024, in the town of Springfield, Ohio, where he accused immigrants of eating dogs, there were bomb threats investigated by the FBI and white nationalist groups like the Proud Boys and the Ku Klux Klan marching the streets.[39] Trump’s campaigns have energized the racist right; “the most prominent U.S.-based white supremacist websites, the neo-Nazi Stormfront and The Daily Stormer, launched extensive online campaigns supporting Trump’s presidential bid, and both sites experienced dramatic increases in traffic.”[40] Some studies have hypothesized that not only did his rhetoric throughout his first campaign create an uptick in hate crimes, but that his subsequent election validated those crimes to his followers.[41]
Going a step further, Trump has employed a very interesting scheme related to the media. He has created an enemy of the press by labeling all mainstream news outlets that say things he doesn’t like as “fake news.” This has not only created distrust in the media but has facilitated the spread of actual misinformation, encouraging his supporters to disregard factual reporting and accept his narrative instead. By attacking the credibility of outlets like CNN, The New York Times, and others, he undermined the media’s role as a check on political power, making it harder for the public to discern fact from fiction. But he also uses the media, especially social media, to allow for more widespread coverage of his ideals. Social media platforms, particularly Twitter (now X) and Truth Social, allowed him to bypass traditional media filters, speak directly to his followers, and spread his message without any editorial oversight. His tweets and rallies often sparked viral news cycles, amplifying his views and keeping his agenda at the forefront of public discussion. At the same time, this media manipulation created a fragmented landscape, where his supporters consumed news that reinforced their beliefs, while critics were painted as part of the “elite” media. In doing so, Trump has reshaped how political messaging is delivered, furthering polarization and making it difficult for people to agree on shared facts.
So, has Trump’s rise to power simply been a matter of him saying the right things to the right people? In many ways, it seems that way—Trump’s success appears to stem from his ability to tap into the emotions, frustrations, and fears of specific groups, speaking directly to their concerns in a way that resonates deeply with them. He has mastered the art of knowing which buttons to press to rally his base, often using language that stirs strong feelings without ever directly addressing the complexities of the issues at hand. It is chilling to consider how easily such rhetoric can sway people and shift political dynamics. After all, it only took Hitler 53 days to convince an entire nation, using similarly simplistic and emotionally charged rhetoric that capitalized on existing fears, economic turmoil, and a sense of national grievance to pass the Enabling Act.[42] While the comparison might seem extreme, the underlying tactics of appealing to baseless fears, creating scapegoats, and manipulating emotions are disturbingly similar, raising questions about how fragile public opinion can be when leaders know exactly what to say to exploit it.
Donald Trump’s discourse and political strategies illustrate the significant influence of language in shaping societal attitudes and behaviors. His use of dog-whistle politics and, increasingly, overtly divisive statements has not only fostered animosity toward marginalized groups but also amplified existing social and political divides. By framing certain groups as threats and embracing inflammatory discourse, Trump has empowered his supporters while leaving others alienated and vulnerable to harm. The real-world consequences of this rhetoric are difficult to ignore. These patterns raise important questions about the responsibilities of political leaders and the impact their words can have on a nation’s cohesion and moral fabric. As Trump’s influence continues to shape political discourse in the United States, how deeply these divisions will affect the country’s future is unknown. Understanding and addressing these dynamics may be critical to fostering a society that values inclusion, dialogue, and mutual respect over division and hostility. I am worried that this second term is validating his messaging, and the divide will grow so deep that we will not be able to cross over it again.
[1]S. Plous, The Psychology of Prejudice, Stereotyping, and Discrimination: An Overview, Understanding Prejudice, https://secure.understandingprejudice.org/apa/english/page3.htm#:~:text=First%2C%20a%20politically%20conservative%20form,a%20central%20ingredient%20in%20prejudice.%20 (last visited Mar. 13, 2025).
[2] Id.
[3] B. E. Whitley, Jr., Right-wing Authoritarianism, Social Dominance Orientation, and Prejudice. 77 J. Personality & Soc. Psych. 1, 126–34. https://doi.org/10.1037/0022-3514.77.1.126
[4] Id.
[5] Id.
[6] Right Wing Authoritarianism, Scholarly Community Encyclopedia, https://encyclopedia.pub/entry/28405 (last visited March 13, 2025). Not to be confused with left-wing authoritarians, who Altemeyer described as people who submit to authorities who want to overthrow the establishment, versus right-wing authoritarians, who submit to the already established authority figure.
[7] Social Dominance Theory (SDT), Am. Psych. Ass’n, https://dictionary.apa.org/social-dominance-theory (last visited Mar. 13, 2025).
[8] Id.
[9] Id.
[10]Amélie Bret et al., Right Wing Authoritarianism Is Associated with Race Bias in Face Detection, PLoS One (July 10, 2017), https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0179894.
[11] Id.
[12] Authoritarianism Among Trump Voters, Monmouth Univ., https://www.monmouth.edu/polling-institute/reports/monmouthpoll_authpanel_011921/ (last visited Mar. 13, 2025).
[13] Ian Olasov, Offensive political dog whistles: You know them when you hear them. Or do you?, Vox, (Nov. 7, 2016) https://www.vox.com/the-big-idea/2016/11/7/13549154/dog-whistles-campaign-racism.
[14] Savannah Kuchar, Vance calls Harris ‘trash’ after deriding her for Biden’s garbage gaffe, USA Today, (Nov. 4, 2024), https://www.usatoday.com/story/news/politics/elections/2024/11/04/vance-garbage-criticism-harris-trash/76053720007/.
[15] Thomas Beaumont & Matt Brown, Trump invokes racist tropes, calling Harris ‘lazy as hell’ and ‘slow’, Associated Press, (Oct. 22, 2024), https://whyy.org/articles/trump-racist-tropes-lazy-slow-harris/.
[16] P. Cushman, Resentment, online living, and sacred soldiers in Trumpist America: Toward understanding the emergence of a populist cult., 44 J. Theoretical & Phil. Psych. 2, 80–94 (2024). https://doi.org/10.1037/teo0000259.
[17] Id.
[18] His rhetoric is, however, different from the polices he enacts and the actions he takes, he has surrounded himself with the billionaire elites and while he has “drained the swamp” its of people who are anti-trump not anti-establishment.
[19] Trump lashes out at ‘alt-left in Charlottesville ‘fine people on both sides’, ABC News, (Aug. 15, 2017), https://abcnews.go.com/Politics/trump-lashes-alt-left-charlottesville-fine-people-sides/story?id=49235032.
[20] Id.
[21] Proud Boys, ADL, https://www.adl.org/resources/backgrounder/proud-boys (last visited Mar. 15, 2025). The proud boys are a far-right, neo-Nazi group who are associated with violence and the attack on the capital on January 6th.
[22] Rosie Gray, Trump Defends White-Nationalist Protesters: ‘Some Very Fine People on Both Sides’, Congress, (Apr. 15, 2017), https://www.congress.gov/118/meeting/house/116973/documents/HHRG-118-ED00-20240417-SD006.pdf.
[23] Donald Trump Reads “The Snake” song lyrics at a Florida Rally, Dangerous Speech Project (Dec. 24, 2021), https://www.dangerousspeech.org/libraries/donald-trump-reads-the-snake-song-lyrics-at-florida-rally [hereinafter Dangerous].
[24] Id.
[25] Id.
[26] Karen Pinchin, Insects, floods, and “The Snake”: What Trumps use of Metaphors Revels, PBS, (Oct. 22, 2019) https://www.pbs.org/wgbh/frontline/article/insects-floods-and-the-snake-what-trumps-use-of-metaphors-reveals/. Oscar Brown Jr.’s family is suing the Trump administration for using the lyrics, and Maggie Brown, his daughter, is quoted saying “My first feeling was that my dad’s name doesn’t belong in Trump’s mouth,… It reminded me of a lynching scene, getting folks all riled up, about to kill this [black person]. I hated the idea of him using Oscar’s words to create such a platform.”
[27] Merlyn Thomas & Mike Wendling, Trump repeats baseless claim about Haitian immigrants eating pets, BBC (Sept. 15, 2024), https://www.bbc.com/news/articles/c77l28myezko.
[28] David Leonhardt & Ian Prasad Philbrick, Donald Trump’s Racism: The Definitive List, Updated, N.Y. Times, (Jan. 15, 2018), https://www.nytimes.com/interactive/2018/01/15/opinion/leonhardt-trump-racist.html. A compiled list of some of Trump’s racist remarks.
[29] Trump calls Harris ‘lazy’, invokes racist trope against Black people, Business Standard (Oct. 23, 2024), https://www.business-standard.com/world-news/trump-calls-harris-lazy-invokes-racist-trope-against-black-people-124102300039_1.html.
[30] Jan Ransom, Trump Will Not Apologize for Calling for Death Penalty of Central Park Five, N.Y. Times (June 18, 2019), https://www.nytimes.com/2019/06/18/nyregion/central-park-five-trump.html.
[31] Id.
[32] Jaclyn Diaz, The Central Park Five are suing Trump over Philly debate comments, NPR (Oct. 21, 2024), https://www.npr.org/2024/09/11/nx-s1-5108632/central-park-five-trump-debate.
[33] Jane C. Timm, Trump on Hot Mic: ‘When you’re a star… you can do anything’ to women, NBC News (Oct. 7, 2016), https://www.nbcnews.com/politics/2016-election/trump-hot-mic-when-you-re-star-you-can-do-n662116.
[34] Dangerous, supra note 23.
[35] Id.
[36] Id.
[37] Id.
[38] Id.
[39] William Brangham & Mary Fecteau, How life in Springfield has been disrupted by lies about its Haitian community, PBS News (Sep. 17, 2024), https://www.pbs.org/newshour/show/how-life-in-springfield-has-been-disrupted-by-lies-about-its-haitian-community.
[40] Brett A. Barnett, The Trump Effect: The 2016 Presidential Campaign and the Racist Right’s Internet Rhetoric, 14 J. Hate Stud.1, 5 (Feb. 27, 2019), DOI: 10.33972/jhs.125, https://repository.gonzaga.edu/jhs/vol14/iss1/5/
[41] Griffin S. Edwards & Stephen Rushin, The Effect of President Trump’s Election on Hate Crimes (Jan. 14, 2018). Available at SSRN: https://ssrn.com/abstract=3102652.
[42] The Enabling Act: Even more power for Hitler, Anne Frank House, https://www.annefrank.org/en/timeline/48/the-enabling-act-even-more-power-for-hitler/#:~:text=On%2023%20March%201933%2C%20the,a%20period%20of%20four%20years (last visited Mar. 15, 2025). The Act allowed Hitler to enact new laws without interference from the president or the Reichstag (German parliament) for a period of four years. Similarly, on Truth Social, Trump said, “He Who saves the country, does not violate any law”. This implies that he believes he, too, is above the law.
Katie Herchenroder, Trump Alludes the Law does not Apply to him if he “saves” the Country, Vanity Fair (Feb. 16, 2025), https://www.vanityfair.com/news/story/trump-implies-above-the-law-to-save-the-country?srsltid=AfmBOop6eBeTk6jjk_lU4Y6-lEil5e3-YWYFRRn5lQApOnScqTyIapxK.