Trump, populism, and social media

This essay explores Donald Trump’s political communication as a paradigmatic shift toward media-driven populism. Focusing on Twitter, it examines how Trump bypassed traditional institutional channels, using social media for direct and polarizing engagement. Drawing on thinkers like Habermas, Luhmann, and Schmitt, the article argues that Trump’s strategy reflects a logic of “occasio” rather than “causa”: seizing moments for maximum visibility rather than pursuing consistent policy. Popularity—measured through likes, retweets, and reactions—becomes the sole currency of political legitimacy. The study challenges conventional distinctions between supporters and critics, showing how both contribute to Trump’s media presence. It concludes that Trump’s approach marks a lasting transformation of the public sphere: from deliberative reason to disruption, affect, and spectacle.