With Donald Trump’s return to the presidency, many around the globe remain perplexed by his widespread appeal in the United States. This is particularly puzzling considering his criminal convictions, instigation of an uprising, and vows to rule autocratically. How does someone who openly flouts ethical standards and societal norms manage to secure election?
It’s possible that Trump’s very disregard for these norms is what endears him to many voters. Trump isn’t the first leader to leverage bold behavior to climb the political ladder. His appeal might be similar to the reasons people can’t stop watching those reality TV shows they love to despise: they offer a glimpse into what seems both “real” and “forbidden.” Trump shares this ability to connect on a personal level with other politicians like George W. Bush, who was famously considered someone many Americans would rather have a beer with during the 2000 and 2004 elections, or Barack Obama, who resonated through genuine emotional appeal, or even Boris Johnson, who cultivated a “bumbling clown” persona. However, Trump’s appeal appears distinct.
As business professors, we’ve observed that business models incorporating shocking behavior can be surprisingly engaging. As a former TV personality, Trump is no stranger to this approach. Our studies on how acts that defy norms, societal stigmas, and emotional reactions impact businesses and society reveal that Trump’s strategy bears similarities to business models rooted in voyeurism. Essentially, the allure of Trump hinges on how his perceived authenticity and his defiance stir emotional responses.
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Consider reality TV shows like Big Brother, social media influencers, erotic webcam performers, and OnlyFans models, or even “slum tourism.” These businesses monetize the public’s curiosity about the private and the prohibited. They succeed by balancing enough “realness” to seem authentic and taboo, without crossing lines that could alienate viewers. This balance creates a compelling mix of thrill, curiosity, and discomfort, which people are willing to pay for.
Indeed, Trump’s transformation from a reality TV star to president is underpinned by his brash style—famously berating contestants and his signature catchphrase “you’re fired.” Like voyeuristic enterprises, Trump has positioned himself as both authentic (“tells it like it is”) and transgressive (breaking the typical political decorum). This dual image has crafted a unique persona that resonates with certain segments of the population, keeping them engaged through, and often because of, various controversies.
Authenticity connects audiences with what feels like the unvarnished “truth” of a subject. Trump’s supporters often appreciate his resistance to political correctness and “elite” norms, such as meticulously crafted public statements typical of traditional politicians. Despite his wealth and elite status, he is seen as a “man of the people.” His blunt communication, frequent social media use, and disregard for scripted speeches reinforce this image, making him appear more sincere to his followers. They believe he presents himself without pretense, directly to the public—similar to how webcam models or reality stars are perceived as bringing their entire personalities to their roles.
Transgression is the other crucial element for success in voyeuristic business models—and surprisingly, it seems to work even for a presidential candidate. Transgression generates value by letting audiences feel they are part of something special, rebellious, or taboo. Trump’s controversial statements appeal to those disillusioned with the status quo. By defying political and social norms, his followers view him as a challenger to perceived constraints that, in their view, suppress genuine expression. This breaking of norms not only captures attention but also generates excitement, offering an emotional thrill uncommon in mainstream politics.
By merging authenticity and transgression, Trump has fostered a following that sees him as both relatable and bold, a rule-breaker who they admire. This ability to safely engage with transgressive ideas creates a space where supporters can challenge societal norms while feeling justified in their discontent. This strategy, deeply rooted in the emotional complexities of voyeurism, explains why his popularity persists even as he continually disrupts conventional political standards.
However, the emotional draw of authenticity and transgression, central to voyeurism, does more than captivate; it also distorts. In voyeuristic businesses, this emotional appeal often masks underlying exploitation, inequality, and ethical issues. Similarly, Trump’s emotional draw transforms the presidency from a significant leadership role into a continuous spectacle, trivializing vital issues and distracting from structural and personal damages.
From our research on voyeuristic businesses, we know that the balance of emotional engagement is delicate. Excessive authenticity can be jarring, and too much transgression can repel. Over time, the initial thrill can give way to unease, fear, or disgust. In Trump’s case, the crucial moment might arrive when the excitement of rule-breaking becomes a real threat, when the consequences of a self-serving leadership style become undeniable, or when the damage to marginalized groups can no longer be overlooked.
Understanding these dynamics is crucial not just for comprehending Trump’s rise but for preparing to address its implications and resist its effects. Recognizing the parallels between Trump’s appeal and voyeuristic practices offers insights into confronting and countering the consequences of his leadership style.
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Cameron Aldridge combines a scientific mind with a knack for storytelling. Passionate about discoveries and breakthroughs, Cameron unravels complex scientific advancements in a way that’s both informative and entertaining.