The Power of the Soundbite: Donald Trump’s Media Strategy and Its Impact on Political Discourse

Abstract

This research examines the strategic use of soundbite-driven rhetoric in Donald Trump’s tweets, focusing on his mastery of concise and provocative language as a means to shape political discourse. Using Norman Fairclough’s Three-Dimensional Model of Critical Discourse Analysis (CDA), the study analyzes key tweets from Trump’s social media presence, exploring their textual features, discursive practices, and broader ideological implications. Through the application of CDA, the research investigates how Trump’s tweets serve as tools for reinforcing nationalist and populist ideologies, fueling political polarization, and promoting a narrative of American exceptionalism. The findings reveal how Trump employs charged vocabulary, metaphors, and imperative grammar to frame issues such as immigration, trade, and military power as existential threats to the nation. His use of social media as a direct communication channel bypasses traditional media, creating an echo chamber that amplifies his messages and deepens ideological divides. The ideological effects of his tweets reinforce his political base's support while positioning him as a defender of American sovereignty against perceived foreign and domestic threats. The significance of this study lies in its contribution to understanding how modern political leaders use social media to control the political narrative and influence public opinion. The study underscores the growing role of social media in shaping contemporary political communication and its implications for democratic discourse. Ultimately, this research highlights the power of soundbites in the digital age, showing how brief, impactful statements can transform political engagement and contribute to the ongoing polarization of political landscapes globally.

Keywords: Donald Trump, Social Media, Soundbites, Critical Discourse Analysis, Political Polarization, Nationalism, Populism.