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To mark the first six months of the second term of President Donald Trump, the White House shared an article on social networks promising that three things will continue as its mandate takes place: the “victory”, the deportations and the memes.
“Be careful: Trump did not come to play”, reads the legend of the post, who was downloaded from Instagram And X Sunday. He is associated with an illustration of Trump in front of an American flag, a white -headed pygargue, fireworks and a dollar tickets.
The post is a window on how the White House addressed its global social media strategy during Trump’s second term. Previously, the official social media accounts of the White House were largely used to promote the policies of the presidents.
Since January, however, the Trump administration has changed its tone on social networks to respond to its Maga database. Many messages – many of which play trend memes – seem to highlight the assault on certain long -standing political targets for Trump, such as immigrants and democrats.
The memes have included: a Representation of cartoons of a person who seems to be a migrant who cries while he was arrested, a False dating application profile corresponding to a woman “recently arrested” with ice and a Valentine’s Day Map That said: “The roses are red, the violets are blue. Come here illegally and we will expel you.”
These messages have generated an online shock, which the White House itself seems to have referred this month. In a PublishThe official story has written: “Nowhere in the Constitution says that we cannot publish memes of Banger.” The image in the post is a sign on the lawn of the White House that reads as follows: “OMG, did the White House really publish this?”
Official social media accounts of the White House and those of government agencies are different from Trump’s personal accounts or other officials. Official accounts are sent to each new administration so that their officials can use it, and Since the Obama administrationThe content of each account was archived by the national archives, in accordance with Presidential files law.
But several official publications of the White House highlight or draw the language of Trump’s personal account on his platform, social truth, where he frequents Fiddles his political opponents or sharing images that seem to have been made with artificial intelligence tools. The accounts of the White House also shared images generated by Trump AI as popeA “Star Wars” character And Superman.
Joshua Tucker, co -director of the Center for Media and Politics of New York University, said that these articles were designed to “attract people’s attention”.
Social media has radically changed since Trump’s first term – when users are mainly seeing messages from the accounts they have followed. Now, many social media platforms use an individualized algorithm for each account that Tucker said “favors things that are bursting and that become viral”.
“We are not entirely in the world where it is like” if I tweet, all my subscribers will see what I tweet “, said Tucker. “It’s” I need to find something that will be catchy. “
Among the potential disadvantages of the strategy, said Tucker, is the “pushing the White House against the standards of what is owner in terms of official declarations”.
Asked about the use by the administration of social media during the second term of Trump, the spokesman for the White House, Liz Huston, said: “Each day, the digital accounts of the White House highlight the agenda of the first America of President Trump and the tangible improvements of the quality of life he has made to the Americans nationwide.”
Other official government accounts for various agencies have taken similar tones.
The official account of the Ministry of Internal Security has promoted Thanks to the CBP One application by publishing a video game on the song “Take Me Home, Country Roads”. The song “Ice, Ice Baby” is the soundtrack of another video pointing viewers to the line of immigration and customs application.
In June, DHS too Published which seemed to be an image made in AI Alligators with caps that read “Ice” on them, writing in the post “coming soon!” He came in the middle of the opening of a controversial immigrant detention center in Florida, which The state republicans informally nicknamed “Alligator Alcatraz”.
When asked if she was concerned about the fact that the content is divisor or shedding light on the problems that the administration wants people to take seriously, the spokesperson for the DHS, Tricia McLaughlin, “said:” Not at all. “
McLaughlin said that she considered the role of DHS social media accounts as giving people “the truth” and bypassing the media she considers hostile.
“Eight years ago, under the first Trump administration, we did not have the social media environment that we have today, and therefore I think we were more indebted to what the media said, and we could not necessarily straighten the facts,” said McLaughlin. “And now you know, we have a presence that we are able to do it.”
Butler parks, who managed the @KamalaHq accounts As Director of the Digital Rapid Response for Biden’s presidential campaign that has become Harris 2024, described what the White House does online as “lagging fishing for train fishing”.
“They just launch toxic sludge and try people’s reactions from Gin Gin,” said Butler. “And they call it a digital strategy.”
They just throw toxic sludge and try people’s reactions from gin gin.
Parker Butler, who managed the @Kamalahq accounts for the Biden presidential campaign that has become Harris 2024
This is a perspective that has been taken up by others that follow politics and have also noticed the change.
“Like a fiery train, the Republican Party is heading for a future in which the publication East Politics – or, the purest function of politics ”, writer Nathan Taylor Pemberton Pleaded in a recent editorial for the New York Times entitled “Train democracy”. “It is a sinister, ugly and sterile place.”
But the White House indicates growth on several Digital platforms as proof of its strategy are effective. A White House official said that official administration’s social media accounts, including on TRUTH Social, had added more than 16 million new subscribers to all platforms since the day of the inauguration.
The administration has also hired social media stars to try to generate a wider audience. In May, Trump gave Comedian Theo von – One of the most popular creators in Youtube, especially among young male conservatives – The role of warm -up at the Al Udeid air base in Qatar, where Trump addressed the American soldiers.
The Instagram and X accounts of the White House also withdrew a page from the typical influencer engagement book, with press secretary Karoline Leavitt to download a Weekly video segment called “Magute Muite”. Videos publish summary – in 60 seconds – of things that the president and the administration have made this week that the White House wants to highlight.
In May, Leavitt held several “briefings of influence”. Of the 25 influencers identified by NBC News who attended the first three briefings, all except one had a history of explicit support for the administration of Trump, and some had direct links with Trump.
“We will always find ways to meet people where they are,” said Kaelan Dorr, deputy director of white house communications, in a statement at the time.
