In “How Trump Won,” Eric Cortellessa explores Donald Trump’s path to re-election in 2024, marking a political comeback unprecedented in U.S. history. After leaving office in 2021 under the shadow of impeachment and criminal indictments, Trump faced obstacles including low approval ratings and his controversial past. However, his victory stemmed from careful strategy, unique voter outreach, and political circumstances.
Key Strategic Decisions
Trump’s campaign, led by seasoned strategists Susie Wiles and Chris LaCivita, focused on maximizing support from men, particularly young, politically detached ones while minimizing losses among women. His team coined the campaign’s core message as “Max out the men and hold the women,” reflecting a focused approach to mobilize voter blocs. Trump’s success hinged on energizing men disillusioned by economic conditions, tapping into masculine, anti-establishment sentiments. His appearances on male-focused podcasts and social media platforms contributed to his resonance with young, largely disengaged men who admired his disregard for political norms.
To appeal to women, Trump’s team downplayed divisive topics like abortion, shifting attention to economic concerns, immigration, and crime. Despite the backlash from Roe v. Wade’s overturning, which his Supreme Court nominees enabled, Trump positioned the issue as state-controlled and pivoted discussions toward areas where he believed he could win moderate suburban women.
Primary and General Election Path
Despite an early dismissal by party leaders after a third electoral defeat in the 2022 midterms, Trump launched his campaign in late 2022, allowing him to frame subsequent indictments as politically motivated. Each indictment amplified his appeal among Republicans and generated substantial campaign funds. His GOP competitors, fearing a backlash, largely avoided confronting him directly. Florida Governor Ron DeSantis, seen as Trump’s main challenger, exited after the Iowa caucuses, cementing Trump as the party’s nominee with unprecedented speed.
In the general election, Trump faced Vice President Kamala Harris after President Biden, hampered by age-related criticisms, withdrew. Harris’s campaign rapidly unified the Democratic base and amassed significant funds, posing a formidable challenge. Nonetheless, Trump’s team remained undeterred, focusing on shifting dissatisfied voters by emphasizing Harris’s perceived lack of executive experience and linking her to issues affecting suburban families.
Cultural and Political Climate
Trump’s campaign capitalized on the national mood post-COVID-19, a period marked by distrust in institutions and dissatisfaction with leadership globally. Trump skillfully cast himself as an alternative to perceived establishment corruption, positioning his legal troubles as symbolic of an elite conspiracy against the public. This tactic resonated, particularly in battleground states where he gained traction among Latino men and increased support from Black and non-college-educated white voters. Exit polls revealed significant shifts in support from these demographics, with Trump achieving unexpected gains despite Democratic expectations of strong backlash over social issues.
Defining Moments
Certain pivotal moments solidified Trump’s momentum. His widely publicized rally appearances and run-ins with popular internet influencers showcased his appeal to a younger audience. An assassination attempt in July 2024, in which Trump was wounded but defiantly continued, further galvanized his supporters, portraying him as resilient under threat.
The campaign’s peak occurred during a disastrous debate for Biden, which compounded doubts about his fitness for office and culminated in Harris’s selection as the Democratic candidate. Although Harris initially revived Democratic enthusiasm, Trump’s team countered effectively, reinforcing his narrative as a reformist opposed to entrenched political elites.
Consequences and Implications
Trump’s return to the presidency has raised questions about the future of U.S. democracy. He has hinted at authoritarian policies, including harsh immigration controls, the use of military force on civilians, and potential retribution against political adversaries. Trump’s supporters see his rhetoric as a force for reform, while opponents view it as a threat to democratic principles.
This divisive election underscores the nation’s deep political polarization, with Trump’s re-election symbolizing a shift toward a more authoritarian brand of politics. With Trump back in the White House, the stage is set for contentious years ahead as the U.S. grapples with the ramifications of his second term.
The Trump team launched a fierce media campaign against Kamala Harris, who had taken Biden’s place in the race, attempting to tie her to his perceived failures, especially in immigration, which they blamed on her handling of migration from Central America. Trump’s team also distanced him from the more extreme goals of Project 2025, instead portraying Harris as more left-wing than she actually was.
Internally, the campaign faced tension, especially as Trump’s former aide Corey Lewandowski urged him to replace campaign leaders Susie Wiles and Chris LaCivita. Trump ultimately stuck with Wiles and LaCivita, sidelining Lewandowski. Despite Harris winning their only debate, it had little effect on polling, and the Trump team resumed its strategy to court young male voters. By August, Trump’s team had him appearing on popular podcasts hosted by figures like Adin Ross, Logan Paul, and Joe Rogan, sidestepping traditional media in favour of platforms that resonated with the younger, male audience.
To neutralize potential third-party disruptions, Trump struck a deal with Robert F. Kennedy Jr., promising him influence over healthcare policy if he dropped out and endorsed Trump. Elon Musk, a major Trump supporter, contributed over $100 million to campaign efforts, employing his company X to amplify pro-Trump narratives and conspiracy theories. Musk’s outreach in Pennsylvania, a key swing state, and his portrayal of the election as existential, rallied Trump supporters with fervor.
Trump’s last rally at Madison Square Garden, featuring unfiltered speeches and provocative figures, generated backlash. Publicized remarks, including a slur-filled routine by comedian Tony Hinchcliffe, were not screened, leading some late-deciding voters to favour Harris.
On Election Night, Trump celebrated victory at Mar-a-Lago with allies and family as favourable results came in. His transition team, staffed with loyalists, is preparing for a hardline approach to governance, with plans for mass deportations led by Tom Homan and a purge of federal agencies. Trump has pledged to use executive power aggressively, including appointing an attorney general to investigate opponents.
Trump’s re-election signals a profound shift in U.S. politics, with scholars warning of a democratic crisis. His return reflects the will of a polarized electorate, suggesting a new era of governance with limited institutional restraints on presidential authority, and a political environment prepared for intensified division and challenges to democratic norms.
