Donald Trump’s Weaponizing Going Public into Going Personal

• In Event: Presidential Rhetoric and Public Opinion

Abstract

Since Kernell's seminal book in 1986, scholars have expounded and expanded on this rhetorical tool. Traditionally, American presidents have utilized 'going public' to make institutional-level appeals to the populace. They encourage voters to contact their congressional delegations to support legislation or policies. Donald Trump has shifted ‘going public’ from an often institutional-level appeal to a micro-level one. Donald Trump has encouraged (via X, Truth Social, interviews, etc.) attacks on individual actors for their discourse, actions, or policy positions.
Public and private individuals who please and displease him are singled out for verbal praise or aggression. He has weaponized going public specifically to target people to compel abeyance. It is a fundamental shift of the tactic which raises serious concerns for the overall institutional presidency. Political actors normalizing attacks upon individuals within the umbrella of public persuasion have far-reaching consequences regarding the role of the executive within American political life.
This paper explores these shifts and concerns. It specifically examines the rhetoric of Donald Trump before, during, and after his administration, along with the impact of these specific types of appeals.

Author

• Shannon Bow O' Brien, University of Texas at Austin