Trump on plane Mandel Ngan/Getty Images

El arte oscuro del tweet de Donald Trump

CAMBRIDGE – Los críticos del presidente Donald Trump han subestimado consistentemente sus capacidades de comunicación política, tal vez porque es tan diferente de antecesores como Franklin D. Roosevelt y Ronald Reagan. Tanto FDR como Reagan, después de todo, eran conocidos como "grandes comunicadores".

Si bien grandes segmentos de la población norteamericana los odiaban, FDR y Reagan se dirigían al pueblo estadounidense como un todo e intentaban seducir al centro. Trump, en cambio, ha apelado principalmente a la minoría que lo eligió. Su discurso de asunción sonó como un discurso de campaña, y, después de asumir el cargo, una serie de falsos comentarios y órdenes ejecutivas provocadoras debilitaron su credibilidad en el centro pero la reforzaron frente a su base.

Las habilidades comunicacionales de Trump fueron pulidas en el mundo de la televisión realidad, donde los comentarios escandalosos y provocadores entretienen al público y hacen subir la audiencia televisiva. El utilizó esa estrategia durante las elecciones primarias republicanas para dominar la atención en un campo poblado por 17 candidatos. Según una estimación, Trump recibió el equivalente de 2.000 millones de dólares de publicidad televisiva gratuita, superando con creces los 100 millones de dólares en publicidad paga recaudados por su rival republicano, Jeb Bush.

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