This book uses Marxist theory, Semiotic theory and Psychoanalytic theory in an attempt to understand what we might call the Trump phenomenon and the Trump style. Each chapter features a primer on its methodology: Marxist theory, Semiotic theory and Psychoanalytic theory and it applies concepts from these theories to Trump's candidacy and presidency.
Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University. He has published more than 100 articles and more than 70 books on popular culture, media, semiotics, and tourism. His books have been translated into nine languages.