A Critical Discourse Analysis into Rhetoric and Ideology in Donald Trump’s 2024 Presidential Campaign: An Introduction to Vilification Theory

This study examined the rhetoric of Donald Trump’s 2024 presidential campaign through a critical discourse analysis framework, introducing vilification theory (VT) as a novel analytical lens. Employing a qualitative design, the study analyzed transcripts of eight campaign rallies and debates purposively selected to capture a representative range of Trump’s political discourse. Data collection involved accessing transcripts from official campaign websites, news outlets, and online archives. The analytical framework integrated deictic space theory, proximization theory, and analysis of alternative futures to identify persuasive pragmatic structures. VT was applied by identifying vilifying speech acts (derogatory labeling, negative stereotyping, etc.) and analyzing their function in constructing in-group identity and delegitimizing opponents. The analysis revealed a consistent persuasive strategy characterized by “us vs. them” framing, emotional appeals, and the strategic use of vilification to mobilize support and promote a specific political agenda. The study’s findings underscore the potential implications of normalized vilification in political discourse for democratic debate and social cohesion.