Trump on plane Mandel Ngan/Getty Images

Donald Trump et la gouvernance par le tweet

CAMBRIDGE – Les critiques de Donald Trump sous-estiment son savoir-faire en matière de communication politique, sans doute parce qu'il ne ressemble guère à ses prédécesseurs qualifiés de "grands communicants", Roosevelt et Reagan.

Même si toute une partie de la population américaine ne les appréciait pas, ces derniers s'adressaient au peuple américain dans son ensemble et s'efforçaient d'attirer le centre. Par contre Trump ne cherche à plaire qu'à la minorité qui l'a élu. Son discours d'investiture ressemblait à un discours de campagne, et dès son arrivée à la Maison Blanche une série de déclarations inexactes et de décrets présidentiels ont entamé sa crédibilité aux yeux du centre, tout en renforçant sa base électorale.

Il a aiguisé son talent de communicant dans le monde de la télé-réalité où les provocations et les déclarations outrageantes amusent le public et dopent l'audimat. C'est la stratégie qu'il a adoptée lors de la primaire républicaine pour attirer l'attention sur lui au milieu de 16 autres candidats.  Selon nos estimations, il a bénéficié de publicités télévisées gratuites pour une valeur de 2 milliards de dollars, contre 100 millions de dollars de publicités payantes pour son rival républicain, Jeb Bush.

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