Why Trump is still their guy

At the heart of what the authors call “Trump-speak” is a "politics of reassurance, which relies upon a threefold rhetorical strategy: it tells audiences what is wrong with the current state of affairs; it identifies the political agents that are responsible for putting individuals and the country in a state of loss and crisis; and it offers an abstract pathway through which people can restore past greatness by opting for a high-risk outsider candidate." Once an audience is under Trump’s spell, Homolar and Scholz write: "Rational arguments or detailed policy proposals pale in comparison with the emotive pull and self-affirmation of an us-versus-them crisis narrative, which creates a cognitive feedback loop between individuals’ ontological insecurity, their preferences for restorative policy, and strongmen candidate options. In short, 'Trumpspeak' relies on creating the very ontological insecurity that it promises to eradicate for political gain."