As Donald Trump takes office, much of the world struggles to understand his appeal to so many Americans. This was especially true after he became a felon, inciting a rebellion and vowing to rule as a dictator. How can an unsophisticated, negative person, who has not removed moral norms and norms, be elected?
It may be those very things that are at the heart of his appeal. Trump is not the first head of state to leverage no-flower actions to gain his position. He might appeal to the average voter for the exact same reason you keep watching that reality TV show you hate: These shows are “real” and ” It pleases people to see something that feels both ‘taboo’. Trump succeeded by appearing more approachable, such as George W. Bush, who famously scored as a “beer-drinking” candidate as the more appealing candidate in the 2000 and 2004 presidential elections. He is one of many successful politicians. The “bumbling clown” image of Obama or Boris Johnson. But Trump’s appeal appears to be different.
In my experience as a business professor, I have seen how business models that involve seemingly repellent behavior can captivate audiences. As a television personality, Trump was no different. Trump the politician was drawn from the same playbook. We have spent years studying how violations (acts that go against laws, norms, or standards), stigma, and emotions affect businesses, stakeholders, and even society. Trump’s election had striking similarities to what we have observed with companies based on voyeurism. In other words, the anchor of his appeal is sensing His fidelity and the guilt of his sins promote human emotions.
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Think about reality shows like older brother, Social media influencers, erotic webcams, onlyfans models and “slum tourism”. These are businesses that allow viewers to “peek into” things that are normally kept private. These are businesses based on voyeurism. They turn people’s curiosity about the private and forbidden aspects of other people’s lives into products or services that generate money. Experiencing something forbidden creates a unique mix of emotions (thrill, curiosity, and even discomfort) that people are willing to pay for. To succeed, such businesses strike a balance between showing just enough “reality” to feel authentic and no-holds-barred, while avoiding crossing lines that can alienate viewers.
Trump, of course teeth The reality TV show character turned president, and part of the success of his show was his brashness. berating the hapless contestant, yelling “you’re fired” over and over again. As with any voyeuristic company, Trump presents himself as both authentic (he says things “as they are”) and transgressive (he says things as a political leader that people in his position usually don’t). He positioned himself as both a. In this way, Trump has cultivated a distinct persona that resonates with specific audiences. This is how it works.
Authenticity is about providing an experience that feels real, connecting the viewer with the unfiltered “truth” of the subject matter. Trump’s followers often point out that when he resists traditional political correctness and “elite” social norms, such as the carefully calibrated communications often associated with people in positions of power, they I say I like it. Despite his wealth and high status, people consider him a “real” person. Trump’s blunt demeanor, frequent social media outbursts, and disregard for sophisticated speeches all reinforce this perception. It makes him seem more honest to his followers, whether he’s telling the truth or not. They believe he is acting without artifacts and is bringing the undiluted version directly to the public. In the voyeur business, one would expect the same thing. For example, webcam models are recognized for bringing their full personality to their performances, setting aside the tropes seen in classic porn. The reality star actor is considered unfiltered and unpolished. Even though it’s staged, it’s more “real”.
Violations are other factors that help the wiretapping business succeed. And this is the quality that surprised us the most and could work for a presidential candidate. This is a position that is governed by both explicit and implicit rules of conduct. Sin creates value by making the audience feel part of something special, rebellious, and forbidden. Trump’s public statements, which many consider offensive or inflammatory, appeal to supporters who feel disillusioned with the status quo. By subverting the rules of politics and society, his followers see him as fighting the restrictions that he believes prevent people from saying what they really think. By breaking these codes, he takes unprecedented unilateral actions (some clearly unconstitutional), so he attracts attention, creates a sense of excitement, and gives his supporters a sense of excitement that is rare in mainstream politics. It provides an emotional thrill. Violation and authenticity work to create a combination of emotional responses in the audience – taste, shock, curiosity – that keep them coming back. Trump’s political actions and statements, whether policy-oriented or scandalous, tend to evoke strong emotions. Consider his actions on immigration in the first week of his current term or his rhetoric around Greenland. Whether supporters feel pride, anger, or excitement, these emotions drive engagement. They are the hooks that catch and hold the audience.
Through a combination of authenticity and guilt, Trump has cultivated a following that perceives him as approachable and bold. Therefore, one of the reasons his appeal persists is that it provides viewers with a “safe” way to engage with ideas of transgression, creating a space where they can ignore social norms while feeling frustrated and validated. Because you do. This strategy, rooted in the emotional complexity of voyeurism, explains why his popularity endures even as he continues to break with traditional political norms. Like the voyeur-based business we studied, he creates experiences that are both intimate and rebellious, deeply appealing to the desires and emotions of a specific audience.
But the emotional appeal of authenticity and violation is central to voyeurism and is more than seductive. It’s distorted. In the voyeuristic business, this emotional hook often obscures deeper realities of exploitation, inequality, and ethical violations. Similarly, Trump’s emotional appeal transforms the presidency from a role of deep consequences to an ongoing spectacle. It’s more like a reality TV drama than a position that shapes our lives and our future. This framing trivializes important issues that often distract from the structural and personal harms and injustices that underpin the show.
But what we’ve learned from the voyeur business is that the scales can tip. Emotional allure is a delicate balance. Too much authenticity can feel raw and inoffensive, but too much violation can be repelled. Over time, the emotional thrill that attracts people begins to unravel, giving way to anxiety, fear, and even disgust. In the context of Trump’s presidency, this tipping point is when the emotional sugar high becomes impossible to ignore or harms a leader’s ability to prioritize self-interest over the common good. There may come a time when breaking the rules no longer feels exciting, but threatening. The targets of his punitive policies – whether transgender people, undocumented immigrants, or career civil servants – are undeniable. The question is: how much longer can society endure before this shift occurs?
Our hope is that understanding these dynamics will sharpen conversations about leadership, governance, and the kinds of emotional narratives that allow us to dominate the political landscape. Recognizing the similarities between Trump’s appeals and voyeuristic practices does more than explain his rise. It’s about equipping yourself to face the consequences and being ready to fight back.
This is an opinion and analysis article, and the views expressed by the author or authors are not necessarily those Scientific American.