This week, President Trump drew attention once again by adorning the Labor Department building with large-scale promotional banners featuring his image. It’s quite a sight, really—his face towering above the message that celebrates “the first of American workers.”
These banners are just part of a broader trend. Recently, similar displays have popped up at the USDA, as well as in Trump’s dealings with institutions like the Kennedy Center and the Smithsonian Association. This effort seems aimed at intertwining Trump’s persona with the fabric of the U.S. government. For many of his supporters, he represents a revival of American values. And I suppose, in a way, isn’t a little hero worship harmless?
Some of Trump’s supporters claim that the outrage over these changes is simply a case of “Trump Derangement Syndrome,” a term thrown around to dismiss criticism. Comparisons have been made to authoritarian regimes, recalling visual propaganda from figures like Saddam Hussein and Kim Il Sung. It’s interesting to think about what these cultural shifts reveal about America’s own perceptions of power.
For those watching closely, it’s not surprising that Republicans have drastically reshaped their images of Trump. The Republican National Committee has embraced this transformation, and as Trump reorients the administration around family ties, it’s reminiscent, perhaps almost eerily, of historical figures like Augustus Caesar.
Democrats, for their part, criticize this perceived nepotism, labeling it ironic. Indeed, Trump’s crypto ventures have reportedly amassed considerable wealth, but beyond just financial gain, he seems to understand the impact of presenting an ideal “public family” as a societal role model. For his loyal MAGA followers, Trump’s family embodies a vision of an America that’s been revitalized.
Fascist thought often sees nepotism as a strength rather than a flaw. The admiration for an ideal family unit was a hallmark of propaganda under Adolf Hitler. It cultivated a narrative of superiority, enabling the Nazis to promote a sanitized version of history.
One doesn’t have to look far to see echoes of this in the current administration. The Department of Homeland Security, for example, has engaged in messaging reminiscent of pre-war Germany, urging citizens to “remember the heritage of your hometown” and encouraging vigilance against perceived threats. Their campaigns are strikingly similar to efforts that invoke a sense of nativism.
Furthermore, these messages often intertwine with elements of Christian nationalism, enhancing their reach and impact. Some analyses suggest that AI-generated images depict Trump as a protector of cultural purity, bombarding Americans with a reinterpretation of history focused on MAGA ideals. One might wonder how long it will take before such messaging becomes ubiquitous in public spaces.
It’s also telling that Trump’s image now appears alongside figures like Abraham Lincoln and Theodore Roosevelt as part of this campaign. Authoritarian movements often legitimize themselves by connecting radical changes to revered historical figures, effectively framing their sweeping reforms as a return to tradition.
This can occur even when the underlying policies are entirely contrary to those figures’ beliefs. For example, current discussions about funding and employment at the Department of Labor don’t align with the portrayal being put forth. Propaganda isn’t about factual accuracy; it’s more about fostering an emotional connection, however skewed that might be.
Many Americans find it unsettling to elevate a living president to such a stature—it’s part of why representations of living individuals on currency are frowned upon. We have an inherent belief that those in public service ought to be relatable. The behavior displayed by some leaders can feel reminiscent of regimes we would rather forget.
For 250 years, American presidents have derived their legitimacy from democratic processes, relying on public service rather than extravagant displays of power. Trump, however, operates differently, seeking validation that pushes the nation toward a more authoritarian approach, echoing trends observed in more oppressive regimes.
