How the Rise of New Populism Paved the Way for Trump's Election Victory
As populism resurges in the U.S., it’s transforming politics with an anti-elitist, culturally driven approach that prioritizes voter concerns over traditional policies.
Heike Claudia du Toit
Nov 12, 2024 - 2:25 PM
Trump’s 2024 re-election reflects a shift in American politics. He’s tapping into distrust of institutions, cultural identity, and a smart use of social media, with support from figures like Elon Musk. This “New Populism” is changing the political scene, challenging old norms, and forcing parties to rethink their strategies. It mixes anti-elitism, nationalism, and social media power, raising questions about the future of U.S. democracy.
Populism Over Time
Populism has always shown up during times of frustration with elites. After World War II, populist leaders emerged in Europe and Latin America due to economic struggles and distrust of traditional power. In Europe, leaders used nationalist messages, while in Latin America, figures like Juan Perón focused on resisting foreign influence. In the U.S., leaders like Senator McCarthy used anti-communist fears to rally support. Each wave of populism spoke to the concerns of its time.
Today’s Populism in the U.S.
Today, a new form of populism is rising in the U.S., with Trump’s 2024 run marking this shift. Despite legal challenges and controversy, his success shows a new kind of politics that’s reshaping voter loyalty. This “New Populism” focuses on emotional issues like immigration, the economy, and cultural identity, and uses social media to connect directly with voters.
Populism Over Policy
Populism today often skips over policy details, focusing instead on what really matters to voters. Trump’s campaign, for example, highlighted visible issues like immigration and job security, connecting with people who feel ignored by the political establishment. Unlike left-leaning parties, which can feel out of touch, Trump’s populism speaks directly to these immediate concerns, positioning him as the protector of “real America.”
Anti-Elitism and Institutional Distrust
A big part of today’s American populism is skepticism of traditional institutions like government, the media, and universities. Trump and other populist leaders argue that these institutions are disconnected from everyday people, even corrupt. By presenting himself as an outsider, Trump took advantage of growing disillusionment with the system, rallying those who believe it no longer serves their interests.
Culture Wars and Identity Politics
American politics has become more divided, with political identity often tied to personal values and cultural beliefs. For Trump’s supporters, his legal issues and controversial statements matter less than his role as a symbol fighting against liberal overreach. Politics has become less about policy details and more about in-group loyalty, with identity playing a huge role.
The Social Media Strategy and Elon Musk’s Role
Social media is a key factor in this new populism. Trump’s strong social media presence, especially with the help of Elon Musk and the platform X, allowed him to connect with voters directly. This bypassed traditional campaign methods and showed the power of social media in spreading populist messages and energizing the base.
Pragmatic Nationalism and “America First” Policies
Trump’s “America First” approach also appeals to many. His policies focus on bringing jobs back, controlling immigration, and reducing foreign aid, which resonates with people who feel left behind by globalization. This kind of pragmatic nationalism focuses on immediate needs and directly benefits Americans, rather than distant, abstract goals.
Broadening Appeal Across Voter Demographics
The rise of New Populism has expanded its appeal to traditionally Democratic voter groups, including white working-class voters and some Hispanic communities. By focusing on cultural conservatism and economic security, this movement attracts people who feel ignored by the traditional parties, making it a powerful force in U.S. politics.
Conclusion: A Changing Political Landscape
Trump’s 2024 re-election shows how the political landscape in America is changing. Traditional campaign strategies are being challenged by the New Populism, which is rooted in anti-elitism, cultural identity, and voter concerns. This movement is reshaping U.S. democracy and pushing both major parties to rethink their approaches. As populism grows, it raises important questions about the future of democratic governance and the values that will guide it.
Heike Claudia du Toit
Writer | Journalist | Copywriter | Linguistics Honors Candidate