The influencer administration
“I said, ‘Who is the biggest of all the influencers?’” Trump said. “Sir, that’s the easiest question you’ve ever asked me. … You, sir.”
Full story: Trump and allies blur the lines between politician and influencer
Even those no longer part of Trump’s potential Cabinet have gotten in on the action. In the days since Matt Gaetz withdrew from consideration to lead Trump’s Justice Department, the recently resigned congressman has started selling $500 personalized messages on the influencer-video marketplace Cameo. (On Black Friday, they were offered at a 60 percent discount.)
“What’s up, Deb … this is Matt Gaetz,” he said in a Thanksgiving-themed video while wearing a white “MAGA” hat. “We just can’t thank you enough for being a part of what we’re doing for the country. Because it requires patriots at every level. We have to have folks who are praying for us … who are praying for President Trump, who are sharing important content online.”
Jess Rauchberg, an assistant professor at Seton Hall University who studies social media, said Trump allies’ moves online offer an example of what some researchers call “influencer creep,” in which traditional public figures start adopting the rhythms of digital creators to promote or reinvent themselves. She expects more leaders of both parties will “blend the boundary between politician and content creator” because it will offer them a path to widespread trust and prominence.
“To be a politician, you’re going to need to play the game like an influencer,” she said. But the risk, she said, is “when we are only focused on that moment of laughter or of interacting with the meme,” it can “hide and obfuscate who they are as a political leader.”
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