Donald Trump does not talk like a politician. But where some hear truth telling, and others hear something unhinged, professor Jennifer Mercieca hears a consistent rhetorical strategy designed to bind audiences to Trump and sever them from everyone else.

A strategy good enough to win the presidency not just once, but twice.

Communication professor Jennifer Mercieca, author of Demagogue for President: The Rhetorical Genius of Donald Trump, discusses the six techniques Trump uses to cast a spell on his audiences.

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