Donald Trump’s relentless self-promotion has created a mythologized superhuman persona, making him the inescapable force at home and around the world. His administration is considering designating battleships in his name, and foreign leaders are pressured to endorse his bid for the Nobel Peace Prize. This unprecedented level of self-aggrandizement borders on cult-like behavior.
Trump regularly depicts himself as a heroic figure, using imagery reminiscent of monarchs, Superman, or military heroes. He has slapped his name on hotels, casinos, airplanes, steaks, neckties, and bottled water, but this is different from mere personal branding. Trump’s efforts to promote himself are akin to building a cult of personality, unprecedented in American history.
The White House communications director calls him “the most successful and consequential president in our lifetime.” However, former Trump aides say his fixation on glorifying himself serves a hunger for dominance that has not translated into making everyday Americans’ lives better. Some even propose adding his face to Mount Rushmore, an effort that has gained little traction.
Cults of personality are traditionally associated with dictators and demagogues. Trump’s staff does not reject the notion that he is fostering a cult of personality, but some former aides claim it reinforces the perception that this presidency is more about elevating one man than serving the country.
While other presidents have encouraged hero worship and monuments, they were generally restrained. George Washington deliberately shunned royal trappings and declined to be called “Your Majesty.” Trump’s approach is different; he wants to be seen as superlative in every way – flawed in no way.
Personality-driven politics bind followers more to their leader than a policy prescription. Veneration and loyalty are central, with ideology secondary. Trump has played to these themes since taking the national stage, declaring himself “the only one who can fix it” and claiming divine delivery for his presidency.
The acceleration of Trump’s self-exaltation efforts in his second term bears resemblance to eccentric regimes worldwide. Scholars argue that Trump’s hold on supporters qualifies as a cult of personality, allowing him to dominate Republican primary contests, right-wing media, and Congress. This poses a significant threat to US democracy from Trump’s cult-like following.
Trump’s behavior raises questions about the limits of self-promotion in politics and whether it can become an insidious force that undermines democratic institutions.
Source: https://www.nytimes.com/2026/02/15/us/politics/trumps-american-cult-of-personality.html