Audiovisuaalinen populaarikulttuuri osana populistista strategiaa : Tapaustutkimuksena Donald J. Trump

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Hakola , O 2020 , ' Audiovisuaalinen populaarikulttuuri osana populistista strategiaa : Tapaustutkimuksena Donald J. Trump ' , Lähikuva , Vuosikerta. 33 , Nro 3-4 , Sivut 131-148 .

Julkaisun nimi: Audiovisuaalinen populaarikulttuuri osana populistista strategiaa : Tapaustutkimuksena Donald J. Trump
Tekijä: Hakola, Outi
Muu tekijä: Helsingin yliopisto, Kulttuurien osasto
Päiväys: 2020
Kieli: fin
Sivumäärä: 18
Kuuluu julkaisusarjaan: Lähikuva
ISSN: 2343-399X
Tiivistelmä: In this article, I consider Donald J. Trump as a case study of how populism has strategically utilized audiovisual popular culture. Here, I understand populist strategy as a complex phenomenon, where popular performances and representations aim to construct desired understanding of populism and populist leadership. My analysis is based on the reality television show The Apprentice (2004–2017), which enhanced Trump as a popular culture figure and built an image of his leadership, and on the Trumpwave videos where Trump’s supporters produce social media videos that idealize his populist leadership. The complex relationship between populism and popular culture is visible both in Trump’s performances and in the representations of him. First, these performances and representations show how popular culture can be used to create political brands that serve populist goals. Second, they bring forward strategies that are typical for popular culture, including importance of stories, emotions, and participatory media culture. By using recognizable and accessible stories, such as a game show model of reality television, politics becomes recognizable for general audiences. Stories often invoke emotions and affects, such as nostalgia or vulgarity, that invite audiences to experience issues from the populist viewpoint and that address the audiences through shared culture. Participatory culture enables mobilization of “the people”, who can then reproduce, modify and share their stories and experiences with their own popular culture products. Within stories, emotions, and participatory culture we can recognize the similar strategies that have been widely used by various populist movements. For example, representations of leadership, masculinity and intersectional social categories (race, gender, sexuality, class) construct typical populist differentiations between “the people” and “the elite”, or “us” and “them”. While popular culture is understood as a culture for masses, its utilization in populist narratives supports the idea of talking to and representing “the people”. At the same time, using popular culture as part of populist strategies emphasizes the political, societal and ideological potentials of popular culture.
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