From his return to White Housethe Donald Trump He has radically renewed his digital strategy. In his official channels – and in the White House channels – slogans, carefully mounted clips and excerpts, often using artificial intelligence. Influencers are now involved in the updates, a sample of intention to bypass traditional media for the benefit of speed and viral dissemination.
Finally in the institutional and restrained style of the previous administrations: the videos and images published by the White House and Donald Trump on the internet are made to be reproduced and shared immediately. In these, Donald Trump repeats his favorite slogans, poses in scenes inspired by pop culture – sometimes even in montage that presents him as superman or as the Pope – and launches spikes to his opponents. This approach, which some analysts call “intelligent but worrying”, reflects the clear intention to win the battle of impressions in the digital space.
Maga hats, trademark
In addition to social, Trump also relies on an iconic object: the red hat America Great Again. It started in 2016 as a simple pre -election accessory, but today it acts as a symbol of identity of its movement. Many versions are circulating such as “4 more years” (4 more years), “Trump 2028” or More recently ‘Trump was Right About Everything’ (Trump was right about everything), and they have even arrived on the sidelines of diplomatic meetings, as happened on the sidelines of the meeting with Zelenski and European leaders.
President @realDonaldTrump showing President Zelenskyy and President Macron his 4 More Years hat pic.twitter.com/c7dhAkZMuF
– Margo Martin (@margomartin47) August 19, 2025
— The White House (@WhiteHouse) May 3, 2025
As an article in the Washington Post points out, this iconography reminds of strong codes of strong political semantics: a repetitive visual signal that rallies the base and polarizes public opinion. With a critical difference: it was not imposed “above”, but spread “below”, spontaneously adopted by supporters and then established as an official emblem.
Between personality and viral appeal
Combining the aesthetics of online viral dissemination with the political branding of hats, Trump shapes a communication where every image, every slogan and every object acts as a tool of influence. The recipe proves to be effective in mobilizing the base, but blurs the boundaries of institutional presidential communication, bringing it closer to the logic of mass marketing.