Analysis of Donald Trump's Electoral Victory. The Role of Emotions

Abstract

The aim of this article is to show the role of emotions in an election campaign using the example of Donald Trump's winning campaign in the USA in November 2024. Emotions are a decisive factor determining electoral victory. Social events, previously under the domain of sociology, often overlooked emotional issues leaving them to psychologists. In recent years (Turner, Stets), emotions have been made central, linking the micro and macro levels of sociology. Psychologist Haidt proposed the concept of the „Elephant and the Rider”, giving emotions a leading role. The question of why polls did not predict Trump’s electoral victory is a hot field of interpretation. Emotions and the role of mass media become key here. A particular type of personality, the atmosphere of rallies where the future president was the hero, and the use of a new social phenomenon of neo-tribes (Mafesoli) turned out to be decisive. Furthermore, Donald Trump created his image as a liminal figure, someone „in between”. The emotions he relied on were fear, a fear that he quelled with his self-confidence, authoritarianism, and misogyny. The issue of emotions is currently in the phase of sociological application to social events. At first glance, it may seem that emotions, due to their impermanence and variability, pose a difficulty in analyzing phenomena such as elections, sports competitions, protests, etc. In fact, however, it is precisely emotions such as shame and pride that can become a lasting foundation for such analyses.