Soundbites and Backlash: Trump’s Rhetoric in the Age of Social Media

Richard GRAMANICH ŠTROMAJER 

https://doi.org/10.53465/JAP.2025.9788022552806.131-146

 

Abstract: This study examines Donald Trump’s use of provocative rhetoric during the 2024 US presidential election, focusing on how his statements circulate within TikTok’s attention-driven media environment. Using discourse analysis, 78 unique contentious statements were identified from rallies, debates, and formal political addresses later categorised into viral, semi-viral, and non-viral levels based on platform engagement metrics (views, likes, comments, and reposts). Findings show that only 28 of these statements went viral, with the most successful examples being short, emotionally charged, easily decontextualised, and frequently used in parodies. The analysis shows that Trump’s rhetoric is strategic because provocation functions as a tool to enhance visibility on social media platforms.

Keywords: politics, rhetoric, shockbait, social media, Trump, viral

Fulltext: PDF

Language of the paper: English

Online publication date: 23 December 2025

Pages: 131 – 146

 

ISBN: 978-80-225-5280-6 (online), 978-80-225-5279-0

ISSN: 2729-8973 (online), 2729-8981

Publisher: Bratislava University of Economics and Business, Vydavateľstvo Ekonóm

 

How to cite this conference proceedings paper (APA 7^th Edition):

Gramanich Štromajer, R. (2025). Shaping National Identity in Crisis: Zelenskyy’s New Year Addresses During Wartime. In R. Štefančík (Ed.), Jazyk a politika. Na pomedzí lingvistiky a politológie X (pp. 131–146). Vydavateľstvo Ekonóm. https://doi.org/10.53465/JAP.2025.9788022552806.131-146