Spectacle and Trumpism

This book offers a new perspective on the theory of spectacle to explain the rise of Donald Trump and Trumpism in American society and politics. While Trump is inseparable from the existence of a mass consumer culture under capitalism, few have elaborated on that aspect of his identity and rise to the Presidency. Drawing on Guy Debord and his interlocutors, as well as others like Deleuze and Guattari and Walter Benjamin, this book conceptualizes spectacle as an embodied assemblage that includes the affective and emotional components of life amid a broader materialization of capitalism in the everyday landscape. Inspired by the methodology of Benjamin’s The Arcades Project , this book triangulates theories of the spectacle with (1) journalistic coverage of the 2016 Presidential campaign and its aftermath and (2) other journalistic coverage of contemporary consumer culture. Together, the spectacle appears as a bundle of intense feelings and sensations that enrol us into new relationships with commodities, technology and data, as well as the materiality of the consumer infrastructure itself, including built environments and the technologies therein. In total, we get a sense not only of how the State uses spectacle to govern, but how the spectacle came to transform the political sphere itself, thereby providing a context for Trumpism. The spectacle, then, leads not only to “post-truth” horizons, but more precise articulations with the far-right. As such, this book illuminates how Trump embodies the frightening potential of capitalist consumerism to intersect with and further enable fascistic forms of power.