Donald Trump's victory in the 2016 U.S. presidential election marked a pivotal shift in political communication, moving beyond traditional models of logical persuasion. This paper analyzes his 2016 campaign from the perspective of "the politics of emotions," situated within the broader intellectual paradigm of the "affective turn." It argues that Trump's success stemmed not from isolated emotional appeals, but from strategically weaving three core emotions—nostalgia, shame, and anger—into a coherent "narrative of reclamation." Employing a dramaturgical framework, this study demonstrates how this narrative unfolded through a distinct process: Pollution, Purification, and Redemption. First, Trump cultivated a sense of national shame to frame contemporary America as a state of Pollution, blaming external and internal enemies. This shame was then channeled into anger, which fueled the call for Purification—a purging of the corrupt establishment. Finally, nostalgia for a mythic past offered a vision of Redemption, encapsulated in his promise to "Make America Great Again." This paper concludes that by constructing this emotional dramaturgy, Trump created a powerful reality for his supporters, mobilizing them not through policy debates but through a shared emotional journey of restoration.
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