Page 90 - Ekonomija i Biznis_oktomvri 2016.indd
P. 90
CORPORATE COMMUNICATIONS
Miroslav Sazdovski
@MirkoSlav
MANIPULATION WITH THE MEDIA
THE PHENOMENON
TRUMP
T he phenomenon Trump, tle against Obama continued during
from communication point the very presidential campaign when
of view, was already dis- Obama won the duo John McCain and
cussed in one of the past Sarah Palin. Although at the margins
editions. It is generally ac- of the political public, these specula-
cepted that his PR success is based on tions never stopped completely and
his explosiveness, controversy, outra- they were given the name Birther. At
geousness, which undoubtedly gener- the beginning of 2011, after the energy
ate media gravity and in this manner, of the speculations faded out, Donald
free time. This strategy “There is no Trump announcing his candidacy at
worse publicity than a lack of public- the Republican Party, once again wide-
ity” was proven as a successful doc- ly returned the “birther” topic, some-
trine wherewith the political outsider thing which is considered a milestone
became a real contender for the stron- in his political career. Trump spends
gest function in the world. This past vast funds, he initiates campaigns, as
month, Trump’s team demonstrated he says, everything in order to “learn
that this is not only a personal char- the truth”. The speculations and the
acteristic, or eventually a whim of the activities about “birther” in the fol-
very candidate, but also that the entire lowing period, became key segments
PR administration of his team is pre- of the political habitus Donald Trump.
pared to design and perform flagrant
PR traps. Currently the campaign for the
presidential elections of USA is almost
Ever since 2008, at the clash be- finished, and the propaganda battle
tween Barack Obama and Hillary Clin- between Hillary Clinton and Donald
ton in the intra-party elections in the Trump is ahead of its “peak”. Although
Democratic Party, in the public there the candidate of the Democrats has
were speculations about the place of significant media bias, the outrageous-
birth of Barack Obama. The specu- ness, the controversy and the attrac-
lations were different, however one tiveness of the Republican candidate
with the greatest spin was the thesis attracts the media which, fighting for
that Obama is actually born in Ke- ratings and attractiveness, insuffi-
nya (instead of the American state of ciently, however constantly in the cen-
Hawaii) wherewith formally, accord- ter of attention put Donald Trump’s
ing to the Constitution of the United activities. These tightened relations
States, he cannot be a presidential of hostility and mutual fight between
candidate. This speculative PR bat- the media and the source of informa-
90 October 2016
