Abstract

Donald Trump’s communication has never become «Presidential». From the Republican primaries to his third year of administration, he simply continued his permanent campaign- style of communication. However, while Blumenthal’s first elaboration of the concept centred around the role of political consultants, Trump’s first three years in office have been a repudiation of the consulting industry. This article argues that he partially redefined the original concept of a permanent campaign: he kept attacking political opponents and he consistently disdained the media. Moreover, unlike any president in US history, from day 1 in office, Trump started raising money for the next presidential election