Donald Trump’s rise and rhetoric reflect a profound shift in how media shapes behaviour, power and public discourse in the digital age.

President Trump’s language in 2026 is profane, angry, scurrilous and increasingly erratic, with critics calling it a form of “violent rhetoric”.

To understand how Trump became his own algorithm, how a President of the US can spout blasphemy, threaten annihilation of a civilisation, bring havoc to the world and remain in office as Commander in Chief, we need to look to the writings of Marshall McLuhan, Understanding media: The Extensions of Man, 1964.

With his student Walter Ong – the author of Orality and Literacy (1982) –  who wrote that different modes of communication grant different powers to society, they go some way to explaining how Trump has emerged as a product of our times, and as a genius in manipulating his followers and exploiting the power of One.

McLuhan observed the alphabet is the most detribalising technology that’s ever existed. Prior to the written word all knowledge was communal. McLuhan’s writings were a combination of assertion, astute guesswork and nonsensical monologue that contained profound insights. In essence, he argued we are shaped more by the nature of the medium than we are by the content. Understanding Trump necessitates understanding media and his genius in capturing the essence of each new medium to build his power and amass great wealth.

Prior to the invention of the printing press, around 1440, communication was oral. People would gather in groups for singing, dancing and rituals and to listen to storytellers who would tell share experience through stories that would inform and entertain; stories have always been the glue that binds us together.

Spoken words disappear instantly so the best storytellers – and Trump would be one – would employ memory-enhancing mnemonic techniques – rhythms, acronyms, cliches and imagery – with high repetition to help maintain focus and store knowledge........

© Pearls and Irritations