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There was a disturbance in the Force. Donald Trump celebrated “Star Wars Day” this week with an AI-generated image of himself as a muscle-bound warrior holding a red lightsaber in front of two US flags and eagles.
It seemed like a bit of fun but appeared on the White House’s official X account with a dark political message: “Happy May the 4th to all, including the Radical Left Lunatics who are fighting so hard to bring Sith Lords, Murderers, Drug Lords, Dangerous Prisoners, & well known MS-13 Gang Members, back into our Galaxy. You’re not the Rebellion – you’re the Empire. May the 4th be with you.”
Star Wars nerds were quick to point out that a red lightsaber implies that Trump has embraced the Dark Side. Actor Mark Hamill, who played Luke Skywalker, wrote on social media: “Proof this guy is full of SITH.” But the joking-not-joking post was also indicative of a wider trend: a revolution in the way the White House communicates with the American public.
Over the past three and a half months the US president and his team have launched a relentless media offensive based on crass language, flashy tactics, shock-value videos and social media memes and posts that are outrageous by design. They have used platforms and personalities to bypass traditional outlets and directly engage the Maga (Make America great again) base. They have found new ways to drown out critics, goad opponents and antagonise the world.
The embrace of viral far-right culture has nurtured a parallel information ecosystem through pro-Trump outlets enjoying a significant growth in influence, access to power and financial investment. It is helping the president dominate the “attention economy” and reshape narratives around the economy, immigration and other policy issues. But it also alarms critics who warn that insults and lies are going unchecked.
Tara Setmayer, a political commentator and former Republican communications director on Capitol Hill, said: “Donald Trump has always understood mass communication and the power of propaganda and his rise and success politically will go down in history as one of the most successful propaganda operations ever. He has completely upended any semblance of decency, of class, of gravitas when it comes to presidential communications.
“It’s literally turning presidential methods of communication into the WWE – the imagery, the immaturity, the outrageousness. All of those things seem to be more important than truth or respect for the office and what it means to use the power of the bully pulpit to speak to the American people and the world.”
Presidential communications have come a long way. Woodrow Wilson held the first presidential press conference in 1913. Franklin Roosevelt pioneered radio with his informal “fireside chats” during the Great Depression and the second world war, articulating policies such as the New Deal directly to citizens.
John F Kennedy leveraged TV for live addresses, for example during the Cuban missile crisis. Ronald Reagan, a former actor, relished televised addresses, earning the nickname “the great communicator”. Barack Obama was the first president to use platforms such as YouTube and Twitter extensively, hosting online town halls and bypassing old media.
Over the past decade Trump has combined the old with the new, holding traditional in-person rallies while also being prolific on Twitter during his first term – a single all caps tweet could dominate headlines, move financial markets or upend global diplomacy – and now his own Truth Social platform.
But only since returning to office has he turned the White House into a quasi-content provider in its own right, continuing the aggressive media strategy they honed during his winning election campaign to achieve what his communications director, Steven Cheung, has called “full spectrum dominance”.
In January Karoline Leavitt, the White House press secretary, posted a photo of men in chains boarding a plane and wrote: “Deportation flights have begun.” In February the White House posted on X a Valentine’s Day card with the faces of Trump and “border czar” Tom Homan with the caption: “Roses are red, violets are blue, come here illegally and we’ll deport you.”
It also posted a video of shackled migrants being loaded on to planes, with the sounds of clanking chains and whirring jet engines in the background. The caption said “ASMR: Illegal Alien Deportation Flight.” In March, on the day of Trump’s address to a joint session of Congress, the White House’s rapid-response account posted more than 200 times to X, promoting clips and favourable reactions.
Trump has spent his career living by the rule that, when he takes a hit, he hits back harder. That philosophy now infuses the White House. When the actor Selena Gomez posted an Instagram video in which she cried about the deportation of children, it quickly produced video interviews with the mothers of children killed by undocumented immigrants.
When Kilmar Ábrego García, a Maryland man with protected legal status, was mistakenly deported to a notorious prison in El Salvador, Leavitt said “outrage” about the case by Democrats and the media “has been nothing short of despicable”. Dozens of posters of arrested undocumented immigrants were placed along the White House driveway, ensuring they would appear in the live shots of TV journalists.
Some content is downright bizarre. The White House shared a photo of a fake Time magazine cover with Trump in a golden crown and the caption, “LONG LIVE THE KING.” Another post contained an AI-generated video that showed the Gaza Strip transformed into a luxurious, gilded resort called “Trump Gaza”. And earlier this month Trump shared an AI-generated image of himself dressed as pope as the mourning of Pope Francis continued.
Setmayer, who now runs the Seneca Project political action committee, commented: “It’s so outrageous that it would be comical if it weren’t so serious. There’s nothing funny or comical about insulting one of the world’s largest religions and putting yourself in that role. It’s blasphemous. But it’s also a window into how Donald Trump views himself: this is part of that malignant narcissism.
“He is so desperate for adulation and attention and being all powerful that he would project himself in a cartoon-like rendering of positions of power using the white House platform to push it. This is something a maladjusted 12-year-old does. Not the most powerful man in the world.”
The Trump White House has a symbiotic relationship with a new wave of podcasters, X users and YouTubers who enjoy access to the briefing room and presidential press pool, often asking Trump conspicuously sycophantic questions. Employees of outlets such as the National Pulse and the Daily Wire have been invited on foreign trips with cabinet officials. The exposure is leading to bigger advertising deals and distribution contracts.
No one embodies the new era of White House communications better than Leavitt, who at 27 is the youngest ever press secretary and probably the most zealously on-message. She has shown an uncanny ability to channel Trump’s political psyche, his relish for disparaging the so-called legacy media and his willingness to play fast and loose with facts.
Henry Olsen, a senior fellow at the Ethics and Public Policy Center thinktank in Washington, said: “She’s approaching it in a very different way than others have done. She is forthrightly being a person who communicates the message of the White House rather than responds to the questions of the press. You can query whether that’s the job she ought to be doing but she is doing it in an outstanding way.
“She is mature beyond her years. She’s articulate. She both can deliver the message and respond in an interactive way, which is something that some press secretaries have difficulty with. If the job of the press secretary is to send the message of the administration on a regular basis in person she is knocking the ball out of the park.”
But Mike McCurry, who was White House press secretary under President Bill Clinton, is among those who query if that is what the job is about. He said: “She seems to be in nonstop belligerent mode and showing disdain for the reporters in the room. It’s nothing but a propaganda show. She’s not doing the job as it’s traditionally been defined. She’s got a whole different role in the Trump cosmos.”
Leavitt presents a weekly “Maga Minute” roundup video on TikTok, YouTube and other platforms. Last week also saw the launch of White House Wire, a news-style website that publishes exclusively positive coverage. Its format closely resembles the Drudge Report, the rightwing site founded in the 1990s that broke the Monica Lewinsky scandal.
When he was working for Clinton, McCurry initially tried to dismiss questions about Lewinsky by retorting: “Are you really going to ask a question based on something in the Drudge Report?” He acknowledges that today’s White House is operating in a very different media environment – but argues that is no excuse for its lack of accountability.
McCurry said: “The concept is if you keep throwing stuff up against the wall all the time, the press tries to chase everything down and they get befuddled a little bit because they don’t have a way of focusing back on things that might truly matter in the world
“It’s a strategy to try to overwhelm all of the legitimate sources of discourse and just keep changing the tune every day to match whatever it is that you want to try to get done. It’s either completely malevolent or completely brilliant. It’s hard to know which.”
