For those of us ASTONISHED at the appeal of Trump… this is a cogent 6 minute reflection on the psychology of the Trump cult.
…but I’m afraid this doesn’t make me feel any better. The cult is half or nearly half of America, with the plutocrats and corrupt operators laughing at the credulity and ignorance of the MAGAts while they screw them over. And it’s not clear that MAGA-cult is shrinking. It may even be growing. Even if the cult itself is not growing, our acceptance of it (with a shrug, the new ‘normal’) is growing.
From the video:
- Trump doesn’t offer policies, he offers ‘identity’. ‘Identity fusion‘ is when personal identify is fused with the identity of the leader.
- He offers ‘revenge‘, not solutions. A big middle finger to those (groups) people have been taught to hate.
- People crave order, and Trump promises strength. He creates crises then sells himself as the only one strong enough to fix them. He creates ‘dependency‘.
- His followers are trapped in an information bubble. They don’t just believe his lies; they live inside them. It’s a closed loop ecosystem, called ‘epistemic closure‘. Followers no longer accept any outside information.
- Shame is powerful. Trump supporters can’t admit they might have been (are) wrong, so they double down …just like Trump does. To turn away now would be taking on shame, admitting they were wrong and losing their community. That is terrifying to them, so they dig in deeper.
- Trump makes his followers feel ‘seen‘. He gives them belonging and community which they crave. [Hillary got this right when she famously said he ‘lifted them up’]
Trump didn’t just seize government. He seized the minds of half of America. I don’t understand cults and conspiracy thinking, so I didn’t think such a thing was possible in America.
Trump and his MAGA cult is the price we are paying for social neglect and greed (which found its first powerful expression in Reagan) …letting a big chunk of the country fall behind for the last 50 years. It was fertile ground for an opportunist like Trump to ‘instinctively’ use it for power, ego and corruption.

And just to end this post on a light note…
