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Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

Tough guys and little rocket men: @RealDonaldTrump's Twitter feed and the normalisation of banal masculinity

Smith, Angela and Higgins, Michael (2020) Tough guys and little rocket men: @RealDonaldTrump's Twitter feed and the normalisation of banal masculinity. Social Semiotics. ISSN 1035-0330

Item Type: Article


This article looks at discourses of masculinity in the social media performance of US President Donald Trump. The article discusses the implications of these for the normalisation of regressive forms of masculinity in public discourse, where normalisation is the process of co-opting otherwise deviant behaviours by integrating them into institutional practice. The article begins by exploring ways in which Trump’s social media performance exhibits the characteristics of “hypermasculinity”. The analysis then turns to the everyday expression of traditionally macho masculinity by Trump by conducting a search for tokens of the masculine-gendered nouns “man” and “guy”, and using critical discourse analysis to reveal the use of these in exercising gendered forms of judgement. Of particular importance is the informal “guy”, through which Trump defines challengers within power-based masculine oppositions. Overall, we find that while the concept of hypermasculinity is useful in describing provocative displays of “bad behaviour” oriented-towards a populist style of leadership, but that Trump routinely produces more banal types of masculine performance that objectify allies and opponents within a gendered hierarchy, and may be said to normalise regressive forms of masculinity within the prevailing political culture.

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Depositing User: Angela Smith


Item ID: 11566
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ISSN: 1035-0330
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Catalogue record

Date Deposited: 27 Feb 2020 14:06
Last Modified: 19 May 2021 02:38


Author: Angela Smith
Author: Michael Higgins

University Divisions

Faculty of Arts and Creative Industries > School of Media and Communications


Culture > English Language and Literature

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