Trump's Campaign Has Lost Whatever Substance It Once Had - The Atlantic - 0 views
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Donald Trump’s 2016 campaign was, among other things, one of the most impressive displays of branding on a large scale, in a short time, ever. There were hats. There were flags. And above all, there were slogans.
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“Make America Great Again.” “Build the wall.” “Lock her up.” And later, “Drain the swamp,” which Trump conceded on the stump that he’d initially hated. No matter: Crowds loved it, which was good enough for Trump to decide that he did, too.
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One peculiarity of Trump’s 2024 campaign is the absence of any similar mantra. At some recent rallies, neither Trump nor the audience has even uttered “Build the wall,” once a standard. Crowds are reverting instead to generic “U-S-A” chants or, as at a recent Phoenix rally, “Bullshit, bullshit, bullshit!,” which has a winning simplicity but doesn’t have the specificity and originality of its predecessors.
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