The Society of the Spectacle is a way of understanding market capitalist society developed by the Situationists and in particular the late Guy Debord.
Everything is seen as an advertising slogan, an image, a brand. The market rules.
Donald Trump is good at this. Partly it might be suspected he does know what he is doing and partly sometimes he does not.
The problem is that while in pursuing a Society of the Spectacle project Trump can be very effective in his main aim-promoting himself- what he says can often have significant real world consequences about which he cares little
This Guardian article details Trump’s week
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