The Spectacle of Power: Trump’s Media Strategy in His Second Term

A Leader in the Arena: Trump’s Super Bowl Appearance

President Donald J. Trump’s appearance at the 2024 Super Bowl marked a significant moment in his second term, blending the grandeur of a national sporting event with the imagery of a leader presiding over a modern-day coliseum. The Super Bowl, watched by over 127 million viewers, provided Trump with a stage to reinforce his aura of authority and strength. Fox cameras captured him saluting during the national anthem, juxtaposed with shots of service members and a military flyover, creating a tableau of patriotism and power. The pregame ceremony, increasingly militarized in recent years, served as the perfect backdrop for Trump to project an image of a strong, decisive leader. Even the placement of Trump’s image in Fox News ads during the game, featuring him raising a fist after last summer’s assassination attempt, underscored his resilience and dominance. Trump’s presence at the Super Bowl was not just a political maneuver but a carefully choreographed performance designed to cement his image as a fearless and omnipresent leader.

The Imperial Aesthetic: Crafting an Image of Invincibility

Trump’s second term has seen a heightened emphasis on an almost imperial aesthetic, with imagery and staging that evoke a sense of invincibility and ubiquity. His administration has adopted a strategy of dominance theater, where every public appearance, policy announcement, and even governmental action is framed as a display of strength and authority. Immigration-enforcement raids, for instance, are now packaged like mini reality-TV shows, complete with dramatic perp walks, action-packed chase scenes, and even guest stars like Dr. Phil McGraw. These raids are not just law enforcement operations but carefully staged media events designed to flood the public with images of relentless action and control. Trump’s signing ceremonies, too, have become theatrical performances, with the president signing executive orders at makeshift desks, projecting the image of a singular, all-powerful decider. Even his inaugural portrait has been reimagined, replacing the smile of 2017 with a stern, commanding scowl. This visual language of dominance is not accidental; it is a deliberate effort to create an aura of invincibility and unwavering authority.

The Buzz of Activity: Trump’s Poll Numbers and Public Perception

Despite the controversies surrounding his policies and actions, Trump’s media strategy appears to be resonating with a significant portion of the public. A recent CBS News poll found that a majority of respondents described him as “tough,” “energetic,” and “effective,” terms that align closely with the imagery his administration has cultivated. The relentless stream of action-packed visuals—raids, signings, and ceremonies—has created a perception of a leader who is everywhere, doing everything. This is precisely the effect the administration is aiming for: a sense of dynamic energy and unyielding resolve. While there may be disagreement over specific policies, the sheer volume of imagery projecting strength and action has, at least in the short term, bolstered Trump’s public image. The key to this strategy is not just the content of the policies but the way they are presented. Trump’s leadership is being sold as a spectacle, and for many, the show is compelling.

Reality TV Meets Law Enforcement: Immigration Raids as Primetime Drama

One of the most intense and deliberate aspects of Trump’s media strategy has been the embedding of cameras with Immigration and Customs Enforcement (ICE) and other agencies during immigration-enforcement raids. These operations, often conducted with local and national news reporters in tow, have turned the administration’s signature initiative into a season of “Cops,” complete with all the props and narrative framing of a primetime drama. The targets of these raids are frequently reduced to objects in the story, their humanity obscured by the focus on law enforcement action. What little we know of them is what the authorities choose to reveal, framing their actions and silence as evidence of guilt. The resulting imagery—agents in tactical gear, dramatic chases, and shackled individuals being led away—creates a visceral narrative of a muscular government taking decisive action. On government social media feeds and nightly news broadcasts, this visual language reinforces the message of a tireless, unstoppable administration.

Controlling the Narrative: The Limits of Slick Production

While the administration’s media strategy has been undeniably effective in shaping public perception, it is not without its limitations. On February 6, a Fox News report on a failed raid in Colorado exposed the potential pitfalls of this approach. The operation, which failed to arrest any of its intended targets, became a platform for Trump’s “border czar,” Thomas Homan, to accuse leakers of tipping off the targets and threaten consequences. The segment also highlighted the administration’s growing tendency to frame dissent as illegitimate, with anchor Harris Faulkner expressing outrage over protesters using megaphones to inform arrest targets of their rights. While some outlets have been accommodating of the administration’s narrative, others have pushed back, prompting the administration to take notice. On the same day as the Fox report, Trump’s FCC chair, Brendan Carr, announced an investigation into a San Francisco radio station for its live coverage of an immigration enforcement action, accusing the station of undermining the operation. The message was clear: the Trump administration is watching, and it will not hesitate to use its power to shape the narrative.

The Show Must Go On: Trump’s Relentless Media Strategy

The Trump administration’s media strategy is nothing if not relentless. From the Super Bowl to immigration raids, every event is an opportunity to project an image of strength, authority, and invincibility. The administration’s use of imagery and spectacle has created a sense of ubiquity and dominance, framing Trump as a leader who is both everywhere and in control. While this strategy has paid off in terms of public perception, with many viewing Trump as tough and effective, it also raises important questions about the role of media in shaping reality. The administration’s efforts to control the narrative, whether through carefully staged events or punitive measures against dissenting voices, highlight the tension between nuanced reporting and potent imagery. In the age of Trump, the show must go on, and the administration is determined to ensure that it is always the star of the production.