Muñoz 1

Miguel Muñoz

Pilar Alonso

TFG

3 July 2017

1.Introduction

This text gives an analysis of the political discourse of Donald J. Trump. This topic

has been selected due to my interest in how this character communicates in the field of

politics. The methodology that I have used is based on some of the ideas and concepts

explained in the book ​Talking Power by Robin Tolmach Lakoff. More specifically the

concepts of ​Categorization​, ​Stereotyping​, ​Dichotomization ​and the use of ​We ​and ​They.

2.Development

Division forms the basis of the greatest achievements in the field of politics of the

45th President of the United States of America. Although the strategy used is simple, it is

absolutely efficient. It is characterized by the ​categorization ​and ​stereotyping ​of two

different perspectives of seeing the world giving one of the two a positive connotation and

a negative one to the other. Then, two groups suffer the process of ​dichotomization ​giving

birth to the ​We and ​They concepts. Finally, we have a potent tool to use in the hands of

politicians as it is explained by Lakoff: Once the dichotomy is created by the propagandist

and entrenched in the popular mind, it is capable of no end of ingenious and dangerous
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uses. The we can be appealed to in terms of all men of goodwill, all right-thinking

Americans, you and I together, and so on; and any candidate for the ‘they’ status is free to

be denied rights, mistreated, cast out, because they have no connection to us (188).

In the words of Lakoff, We has two major uses: inclusive and exclusive. In the first,

the speaker includes hearers in the scope of the ​we​: it is equivalent to 'you and I'. The

second excludes the hearer: it means something like 'I and some others, not you' (190).

Trump's use of ​we ​ranges between exclusive and inclusive.

In the inclusive use of we, Trump creates a well-formed product to sell; a desirable

team to take part of; an attractive perspective to identify with. The ​We ​merges positive

characteristics such as strong, honest, secure, generous and others with different narratives.

The main ones are based on the American values of Family, Religion, Entrepreneur

Initiative, Conservative policies and Patriotism.

In the exclusive use of ​we​, Trump settles a clear description: ​We ​as an equivalent of

the ones that are in service of the American people. Sometimes he also uses the pronoun ​I

in the same way. This last term has multiple connotations. The most common are: a rich

guy but with a great relationship with the working people of America, a successful guy who

knows how to win, a person who loves American people and wants to help them, a smart

person who bring solutions fast, a leader.

Turning on ​them​, the purpose is clear: create division on ​them and achieve unity on

us​; as Lakoff explains: ​They (pronoun) can create fission as well as we achieve fusion

(194). The creation of ​They in Trump is much more complex because several ​they ​exist for

him. This ​They ​sometimes shares several features with others ​they ​and sometimes has its
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own unique characteristics. The most representative are: the corrupt and dishonest

establishment, the manipulative and false mainstream media, the thief and dangerous

countries ( being China, Mexico and Iran the main ones), the illegal immigrants and the

losers of ISIS.

Both figures, ​WE ​and ​THEY, ​appear in the majority of his speeches. For instance,

we are going to analyze how all the characteristics that we have previously discussed are

subtly introduced in the 2016 Republican National Convention (POLITICO Staff).

In the early stages of the speech he wants to send a message of unity; the idea of the

inclusive ​we ​(you and I) ​that has been presented before[1]. Then, he begins the

development of the ​we ​identity with positives attributes such as generosity and warmth [2],

the element of the addition of positive characteristics will be a constant through Trump's

discourse.

[1]Who would have believed that when we started this journey on June 16th of last year we

– and I say “we” because we are a team – would have received almost 14 million votes, the

most in the history of the Republican Party, and that the Republican Party would get 60

percent more votes than it received four years ago. The Democrats, on the other hand,

received almost 20 percent fewer votes than they got eight years ago. Together, we will

lead our party back to the White House, and we will lead our country back to safety,

prosperity, and peace.

[2]We will be a country of generosity and warmth. But we will also be a country of law and

order.

Now, he starts the development of the ​they ​identity which also will be a consistent
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pattern in the discourse[3]. Here, we assist to another typical model used in several

occasions in the speech: The confrontation of the identity of ​We VS Them. Trump

establishes a competition in which the victory is always for the ​We​. He presents immoral

facts, problems and negative characteristics of the ​they ​and right after the contrast with the

honorable way of being of the ​We[3][4].

This three basics strategies presented until now are going to be the foundation of

Trump's rhetoric.

[3]Our Convention occurs at a moment of crisis for our nation. The attacks on our police,

and the terrorism in our cities, threaten our very way of life. Any politician who does not

grasp this danger is not fit to lead our country. Americans watching this address tonight

have seen the recent images of violence in our streets and the chaos in our communities.

Many have witnessed this violence personally, some have even been its victims.

[4]I have a message for all of you: the crime and violence that today afflicts our nation will

soon come to an end. Beginning on January 20th 2017, safety will be restored. The most

basic duty of government is to defend the lives of its own citizens. Any government that

fails to do so is a government unworthy to lead

Now it is time to present the measures, but of course communicating the ​we ​identity. Here

the more surprising fact is how he establishes ​being politically incorrect as a synonym of

honesty instead of connecting this fact with being rude and on the other side, ​being

politically correct ​as a synonym of ​false ​which later on we will see that it is a key factor of

being part of the establishment or how ​they ​are[5].

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[5]It is finally time for a straightforward assessment of the state of our nation. I will present

the facts plainly and honestly. We cannot afford to be so politically correct anymore.

Now, the last idea is connected with two enemies: the Democrats and the

mainstream media. This is the first time that he directly presents a key characteristic that is

shared by two ​they​. In this phase, he clearly says that ​to lie equals establishment and

mainstream media. It is interesting to notice that sometimes he puts mainstream media into

the box of the Establishment[6].

[6]So if you want to hear the corporate spin, the carefully-crafted lies, and the media

myths— the Democrats are holding their convention next week.

One more time, he confronts ​We ​vs​ They​[7]​.

[7]But here, at our convention, there will be no lies. We will honor the American people

with the truth, and nothing else.

After having explained with data several problems, he returns to construct the ​they

image identity, in this case in reference to the establishment, by introducing another feature

which is ​weakness​. That is made by setting a context in which the citizens are neutral and

the establishment is the one who cannot protect them[8]. This problem will be solved later

in the speech, when the solutions will be brought by the strength of the new administration.

[8]Not only have our citizens endured domestic disaster, but they have lived through one

international humiliation after another.

Iran as an enemy is presented. But what truly has interest here is the idea of ​bad

deals​. This ​bad deals ​is the result of having the establishment leading (Obama-Clinton
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Administration). It constitutes a tool that is well-used by Trump to demolish their

reputation on the first place, and then to contrast with the ​good deals ​that Trump does

which is another time confronting ​We vs They[9].

[9]We all remember the images of our sailors being forced to their knees by their Iranian

captors at gunpoint. This was just prior to the signing of the Iran deal – it will go down in

history as one of the worst deals ever negotiated.

After a long tough critique towards the foreign policy of Hilary Clinton: [10]Her

bad instincts and her bad judgement. He concludes with a remarkable quote highlighting

the detrimental work done by her[11] and after that creating an opportunity to give space to

not identify with her and also the creation of hope to become something better[12][13][14]

which means influence people to connect with the ​we​ and reject the ​they​.

[11]This is the legacy of Hillary Clinton: death, destruction, terrorism and weakness.

[12]But Hillary Clinton’s legacy does not have to be America’s legacy.

[13]The problems we face now – poverty and violence at home, war and destruction abroad

– will last only as long as we continue relying on the same politicians who created them

[14]A change in leadership is required to produce a change in outcomes.

Now comes one of the most important differences between ​we and ​they​: The true

love for America. Now he sparks the Patriotism for those who are with ​us​[15][16][17][18].

[15]The most important difference between our plan and that of our opponents, is that our

plan will put America First.

[16]Americanism, not globalism, will be our credo.

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[17]As long as we are led by politicians who will not put America First, then we can be

assured that other nations will not treat America with respect.

[18]The American People will come first once again.

In the development of his plan (economy, foreign policy, security and others) the

introduction of news enemies or ​theys ​to the scene continues as well as the addition of new

characteristics of the ​we​.

Now he talks about the solutions to the problems in terms of economy [19][20],

security [21][22], terrorism[23]. Also he adds a new enemy which is Islamic terrorism as

well as Islamic states that cooperate with terrorism [23][24][25][26][27].

[19]But his supporters will join our movement, because we will fix his biggest issue: trade

deals that strip our country of its jobs and wealth.

[20]We will bring the same economic success to America that Mike brought to Indiana.

[21]The first task for our new Administration will be to liberate our citizens from the crime

and terrorism and lawlessness that threatens their communities.

[22]I have a message to every last person threatening the peace on our streets and the safety

of our police: when I take the oath of office next year, I will restore law and order to our

country

[23]We are going to defeat the barbarians of ISIS.

[24]Once again, France is the victim of brutal Islamic terrorism. Men, women and children

viciously mowed down. Lives ruined. Families ripped apart

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[25]The damage and devastation that can be inflicted by Islamic radicals has been proven

over and over – at the World Trade Center, at an office party in San Bernardino, at the

Boston Marathon, at a military recruiting center in Chattanooga, and many more.

[26]We must immediately suspend immigration from any nation that has been

compromised by terrorism until such time as proven vetting mechanisms have been put in

place.

[27]I only want to admit individuals into our country who will support our values and love

our people. Anyone who endorses violence, hatred or oppression is not welcome in our

country and never will be.

In terms of immigration and security, Mexico along with illegal immigrants are the

problem. He portrays them as criminals and drug dealers [28][29].

[28]We are going to have an immigration system that works, but one that works for the

American people.

[29]We are going to build a great border wall to stop illegal immigration, to stop the gangs

and the violence, and to stop the drugs from pouring into our communities.

Transitioning into economy, the premise is clear: anyone who does not take care of

the Americans is an enemy. In this case, he points out towards countries that cheat [30].

Once again the contrast appears, naming the return of the richness to the land. For that he

exposes how good he is in making ​good deals in opposition to the Obama administration

and also that he will be the greatest job president ever God created[31] [32][33] [34]. What

is a fact of interest here is the assumption that companies that do not work for America are
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on the side of the enemy [35]. He comes back again to Hilary Clinton saying that she is on

the side of the opponent because she clearly violates the rights of the citizens[36].

[30]I have a different vision for our workers. It begins with a new, fair trade policy that

protects our jobs and stands up to countries that cheat.

[31]I have made billions of dollars in business making deals – now I’m going to make our

country rich again.

[32]I am going to turn our bad trade agreements into great trade agreements.

[33]America has lost nearly one-third of its manufacturing jobs since 1997, following the

enactment of disastrous trade deals supported by Bill and Hillary Clinton. Remember, it

was Bill Clinton who signed NAFTA, one of the worst economic deals ever made by our

country. Never again.

[34]I am going to bring back our jobs to Ohio, and Pennsylvania, and New York, and

Michigan and to all of America –

[35]and I am not going to let companies move to other countries, firing their employees

along the way, without consequence.

[36]My opponent, on the other hand, has supported virtually every trade agreement that has

been destroying our middle class

He returns to the exposition of how dangerous are the cheating countries making

especial mention to one: China, which for him is the greatest thief in the history [37].

[37]We are going to enforce all trade violations against any country that cheats. This

includes stopping China’s outrageous theft of intellectual property, along with their illegal
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product dumping, and their devastating currency.

One more time the contrast appears, this time remarking the pronoun we on the first

part of the statement to give especial emphasis of how economically efficient we will be

bringing elements like ​choice for the Americans​.[38] [39][40][41][42][43][44][45][46][47].

[38]we are going to deal with the issue of regulation, one of the greatest job-killers of them

all.

[39]We are going to lift the restrictions on the production of American energy.

[40]We will build the roads, highways, bridges, tunnels, airports, and the railways of

tomorrow.

[41]We will rescue kids from failing schools by helping their parents send them to a safe

school of their choice.

[42]We will repeal and replace disastrous Obamacare. You will be able to choose your own

doctor again.

[43]And we will fix TSA at the airports!

[44]We will completely rebuild our depleted military, and the countries that we are

protecting, at a massive cost to us, will be asked to pay their fair share.

[45]We will take care of our great Veterans like they have never been taken care of before.

[46]We will guarantee those who serve this country will be able to visit the doctor or

hospital of their choice.

[47]The politicians have talked about it, I’m going to do it.

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In the concluding stages comes the most emotional part of the speech where he

focuses on the American values and the past.

The first one is Religion. The revival of Christian faith as an important pillar in the

US [48][49][50].

[48]At this moment, I would like to thank the evangelical and religious community in

general who have been so good to me and so supportive.

[49]You have much to contribute to our politics, yet our laws prevent you from speaking

your minds from your own pulpits

[50]An amendment, pushed by Lyndon Johnson, many years ago, threatens religious

institutions with a loss of their tax-exempt status if they openly advocate their political

views. I am going to work very hard to repeal that language and protect free speech for all

Americans.

The second one is Patriotism. The word Again as a crucial factor to bring memories

of how great America was and to wake up the spirit of the love for the country [51][52].

[51]We can accomplish these great things, and so much more – all we need to do is start

believing in ourselves and in our country again.

[52]It is time to show the whole world that America Is Back – bigger, and better and

stronger than ever before.

The third one is the Family. The importance of the family as a pivotal element in the

life of the Americans [53].

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[53]In this journey, I'm so lucky to have at my side my wife Melania and my wonderful

children, Don, Ivanka, Eric, Tiffany, and Barron: you will always be my greatest source of

pride and joy.

The fourth is the significance of the initiative of entrepreneurship. Mentioning again

the family, he speaks highly for the ones who takes risk and also express a deep

appreciation for individualism in business [54].

[54]My Dad, Fred Trump, was the smartest and hardest working man I ever knew. I wonder

sometimes what he’d say if he were here to see this tonight. It’s because of him that I

learned, from my youngest age, to respect the dignity of work and the dignity of working

people. He was a guy most comfortable in the company of bricklayers, carpenters, and

electricians and I have a lot of that in me also.

And closes by mentioning again the topic of family [55][56].

[55]Then there’s my mother, Mary. She was strong, but also warm and fairminded. She was

a truly great mother. She was also one of the most honest and charitable people have ever

known, and a great judge of character.

[56]To my sisters Mary Anne and Elizabeth, my brother Robert and my late brother Fred, I

will always give you my love—you are most special to me.

Now he prepares for the closing by again bringing back together the positive

characteristics that ​we ​(inclusive and exclusive) have and the confrontation ​We vs

them​[57][58][59][60][61][62].

[57]I have had a truly great life in business. But now, my sole and exclusive mission is to
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go to work for our country – to go to work for you. It’s time to deliver a victory for the

American people.

[58]But to do that, we must break free from the petty politics of the past.

[59]America is a nation of believers, dreamers, and strivers that is being led by a group of

censors, critics, and cynics.

[60]Remember: all of the people telling you that you can’t have the country you want, are

the same people telling you that I wouldn’t be standing here tonight.

[61]No longer can we rely on those same people in the media, and politics, who will say

anything to keep a rigged system in place.

[62]Instead, we must choose to Believe In America.

For the closing part he prepares the action step. Trump is asking them to say YES to

the product that he has prepared[63][64][65][66].

[63]History is watching us now. It’s waiting to see if we will rise to the occasion, and if we

will show the whole world that America is still free and independent and strong.

[64]I'm asking for your support tonight so that I can be your champion in the White House.

[65]My opponent asks her supporters to recite a three-word loyalty pledge. It reads: “I’m

With Her”. I choose to recite a different pledge. My pledge reads: “I’M WITH YOU – THE

AMERICAN PEOPLE.”

[66]I am your voice.

And for the last part, he sums up everything in just a few words being WE WILL
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MAKE AMERICA GREAT AGAIN the most remarkable

ones[67][68][69][70][71][72][73].

[67]So to every parent who dreams for their child, and every child who dreams for their

future, I say these words to you tonight: I’m with you, I will fight for you, and I will win

for you.

[68]To all Americans tonight, in all of our cities and in all of our towns, I make this

promise:

[69]We Will Make America Strong Again.

[70]We Will Make America Proud Again.

[71]We Will Make America Safe Again.

[72]And We Will Make America Great Again

[73]God bless You And Good Night.

3.Conclusion

As a conclusion we have extracted that the division between the concepts of ​we and

they using ​categorization​, ​stereotyping ​and ​dichotomization ​are the foundation of the

rhetoric of Trump. Analysts and critics have focused on the importance of other elements

such as the ​simple language or ​the appeal to emotions but this are only a bonus or a

reinforcement of the key element of Trump's success which is the ​polarization ​of America.
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Work Cited List

Lakoff, Robin Tolmach.​Talking Power: The Politics of Language. ​New York: BasicBooks,
1990. Print
POLITICO Staff. “Full text: Donald Trump 2016 RNC draft speech transcript”.
POLITICO. ​U.S Edition.21 July 2016. Web. 20 June 2017.