Fænomenet Donald Trump

Maria Klit, Dea Walling, Patrick Kulas, Nicolaj Morten Jørgensen, Caroline Nathalie Søegaard & Amalie Stenfeldt-Jürgensen

Studenteropgave: Semesterprojekt


This study aims to investigate how Donald Trump uses communicative tools in his announcement speech and two debates from the Republican Party presidential primaries of 2015/2016. We will apply several theories in order to analyze and enlighten Trump’s communication strategies. Furthermore we wish to discuss if these strategies will have an impact on the way American politics are done in the future. Hence we set out with the following research question: “Which communicative means does Donald Trump use in his self-representation in his speech and debate, and which consequences can Trump ́s use of language have for American politics in the future?” Our method throughout this thesis is based on “Tag bladet fra munden - en introduktion til politisk framing” by Jens Jonathan Steen and Gry Inger Reiter as a central theoretical method in our project, as it provides an understanding of framing and how it is used as a communicative tool. Furthermore this theory provides an overall structure for the rest of the theories used in the project. Besides framing theory, we have chosen to use “Positioning theory: moral contexts of intentional action” by Rom Harré and Luk Van Langenhove. This theory contributes to show how Trump positions himself and others. We have also used “Whoever tells the best story wins: how to use your own stories to communicate with power and impact” by Annette Simmons to examine Trump ́s use of storytelling in his communication. Moreover “The Communication of Hate” by Michael Waltman and John Haas and “Hate on the Right: Right-Wing Political Groups and Hate Speech” by Michael Waltman serve to understand how his use of language can be categorized as hate speech, and thus serves to create distinctions between certain groups in society. Additionally we seek to explore how Trump deals with criticism strategically by involving “Accounts, Excuses and Apologies. A Theory of Image Restoration” by William Benoit. We also draw upon “Talens magt. Indføring i mundtlig retorik” by Jonas Gabrielsen & Tanja Juul Christiansen to uncover how Trump uses rhetorical appeals to persuade his audience. Our analysis concludes that Trump uses different communicative tools, to strengthen his position in the Republican Party presidential primaries and appeal to the American people. Furthermore we discuss how the lack of trust in American politicians, is working in favour of Trump’s popularity. We also discuss if it is possible to draw parallels between the American society and Germany in the 1930’s, and that Trump’s success is amplified by the current 1 problems in America. In addition, we discuss how Trump’s communication might affect the political system. If society accepts Trump ́s communication strategies we might be moving towards a new political era, in which the current rules of politics are rewritten in favour of more cynical and immoral ways of doing politics.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato24 jun. 2016
VejledereSusanne Kjærbeck


  • politics
  • American
  • framing
  • communication
  • Election
  • Trump
  • Donald
  • Presidential