The rise of Donald Trump comes as no surprise to regular readers, as it’s something I predicted. For years I told friends who are high up in Republican circles, “If someone acted like me and ran for President, he would win.” People laughed, and yet along came Donald Trump – whose online antics are not much different from mine.
I’m a libertarian, so I don’t care much about elections. But I could put a Republican into the Oval Office thanks to the SJWs.
— Mike Cernovich (@Cernovich) November 17, 2014
Scott Adams of Dilbert fame has written about the language patterns Trump uses. (Read, Trump Persuasion Series.) Adams’ insights are useful, although his analysis is incomplete as he hasn’t analyzed the cultural trends giving power to Trump’s message.
Trump is winning (burn that word into your mind) due to his ability to stay on theme. Yet his rise can also be explained by the Nietzschean inversion of values that has overtaken the chattering classes.
Social Justice Warriors v. Real Americans.
In November I became aware of the cultural decline of America. I was attacked by filthy people known as social justice warriors (SJWs). SJWs take no pride in themselves and yet their influence had grown. I had no idea who these “big names” were, and I had never read Gawker. My research showed these people and institutions had incredible power. The realization that losers had taken control of the media was startling.
SJWs hate America and they hate winners. In their world, anyone who wins at life is “privileged,” and everyone in America is racist, homophobic, sexist, and now even transphobic!
Nietzsche predicted the cultural change, which he called the transvaluation of values:
Elaborating the concept in The Antichrist, Nietzsche asserts that Christianity, not merely as a religion but also as the predominant moral system of the Western world, inverts nature, and is “hostile to life”. As “the religion of pity”, it elevates the weak over the strong, exalting that which is “ill-constituted and weak” at the expense of that which is full of life and vitality.
“Social justice,” being America’s new religion, elevates the pitiful over the strong. For example, SJWs gave me the nickname Juicebro. Going to the gym makes you a dumb bro in a world where values have been inverted.
Life is duality.
A culture of losers allows winners to rise up.
After being attacked in Gawker, on MSNBC, and in Newsweek, I was supposed to apologize. Even close friends send me words of encouragement. Rather than apologize I fought back. My influence only grew.
My rise was due to a simple truth about American life. Americans love people who stand out, who aren’t like everyone else. We even have an expression summing up our ideal for individuality – an American original.
When everyone grovels before 300 pound blue-haired women and beta cucks, the man who stands up to fight draws massive attention to himself. (Read, Go Full Gorilla.)
Yet no Republican would do what I did. They played defense rather than offense. When someone asks me about racism, I tell them to go talk to Al Sharpton or ask them about polar bear hunting. (In the U.S. black teens regularly hunt down white people. This is known as “polar bear hunting” or the “knockout game.”)
Taking their cues from the New York Times and National Review, every Republican candidate bought into their frame. They gave SJWs the moral high ground. “We aren’t racists! We are good little boys!”
Real Americans were left without a voice. They received nothing but scorn from the mainstream media, and even right-wing publications refused to fight with any aggression, instead playing a defense and virtue signaling that they are good boys and not bad like the rest of America.
Donald Trump fights back.
Like the word winner, fight is being used purposefully.
What do real Americans love? When you travel you learn American culture is different. Most cultures teach conformity. Excellence is discouraged. This is not true of America.
To understand what real Americans believe, read General George S. Patton’s “Speech to the Third Army.” When reading this speech, ask yourself whether you could imagine any presidential candidate giving it today. Ask if any “patriotic” site like National Review or The Federalist would publish this speech.
Men, all this stuff you hear about America not wanting to fight, wanting to stay out of the war, is a lot of bullshit. Americans love to fight. All real Americans love the sting and clash of battle. When you were kids, you all admired the champion marble shooter, the fastest runner, the big-league ball players and the toughest boxers. Americans love a winner and will not tolerate a loser. Americans play to win all the time. That’s why Americans have never lost and will never lose a war. The very thought of losing is hateful to Americans. Battle is the most significant competition in which a man can indulge. It brings out all that is best and it removes all that is base.
Notice the language patterns and word choice – fight, real Americans, champion, faster, big-league, toughest, win. Winning is contrasted with losing, which is something Americans hate.
Real Americans love to fight. We love to win. We reward excellence. We hate to lose.
No presidential candidate was using those themes or language patterns.
Instead, every Republican played defense. “We’re not racist! We’re not sexist! We are good boys, we swear!”
That’s how a loser talks. Losers play defense. Losers giving the moral high ground to their adversaries.
Then Trump arrived.
Analyze Donald’ Trump’s speech patterns.
Run a search of Donald Trump’s Twitter for “win,” “winner,” “winning,” “loser,” “losing,” “lose.”
Trump is obsessed with winning, as are all real Americans.
Trump treats losing like it deserves to be treated – a term of scorn.
When people say Trump is too “simplistic,” it’s because they aren’t master rhetoricians.
Trump stays on theme, something lawyers are trained to do.
Every great trial lawyer will teach you this lesson, “Find a theme for your case.” Once you find this theme, you stay on it. Your entire case presentation requires you to stay on theme. When you look at a piece of evidence, you work it into your theme. This is because our human brains are wired for stories, and every story is based on a theme.
Themes are often metaphors or are based on Jungian archetypes.
Here are some case themes:
- This is a case about personal responsibility.
- David v. Goliath.
- Regret is not rape.
Imagine, for example, you’re falsely accused of rape. I would take the clothing from the alleged victim and say this to the jury:
These are the clothes the complaining witness was wearing the night she claimed to have been raped. Here is the shirt. Is it torn? Here is the underwear she was wearing. Are they ripped? This is her bra. Is the clasp damaged?
Regret is not rape.
Her friends were in the next room while she had sex with Johhny. They were there the entire night. She never cried out or asked for help.
Regret is not rape.
You have no given jurors a story structure.
Every juror wants to know, “Why would she claim she was raped if she wasn’t?”
She has regret.
But regret is not rape.
What is Donald Trump’s theme?
“Who is Donald Trump,” is another way of asking, “What is Donald Trump?”
Donald Trump is a fighter.
Donald Trump is a winner.
Donald Trump is a winner who hates losers.
When his opponents call him stupid, no one cares.
Losers call winners stupid, because what else can they say? Losers are impotent.
My marketing and branding isn’t much different from Donald Trump’s.
Trump’s language is calculated and is centered around a theme. Winning is good. Losing is bad.
When running your own business, you can create a theme.
Danger and Play: “A real man needs two things – danger and play.” When I write an article, there should be a little edge, a little danger. Or there should be a lighter element, a little playfulness.
Gorilla Mindset: A gorilla is a powerful animal. A Gorilla Mindset is a powerful mindset.
Gorilla Mindset is a guide to control (power word) your thoughts and emotions.
Gorilla Mindset is a guide to live life on your terms (power, freedom).
Look at the book cover. Gears spinning (symbol for a logical mind that you can engineer).
Red and black are used because they are power colors, and Gorilla Mindset is marketed to aggressive men and hot women. (Passive men and ugly women become feminists.)
I understand what Donald Trump is doing because I do the same thing.
Which is why I keep winning.