The MAGA Cult
In 2016 Trump’s call to Make America Great Again sounded like Reagan's ‘Morning Again in America’ or Obama’s ‘Change the World’ full of optimism with added nostalgia and an implied accusation against those who had allowed America to lose its greatness. In 2024 how could the Maga slogan still resonate with no obvious evidence of any progress to restored greatness in Trump’s first term? An explanation might be that MAGA is not meant to be a pragmatic programme of recovery, its appeal lies firmly in the realm of symbol and imagination. Sociologist Max Weber identified one of the features of a charismatic leader as the ability to align oneself with the sacred and to capture the imagination of ones followers so completely that they see the leader as the embodiment of their most cherished desires. In this sense, we’re asking another question. Is Trump’s appeal more than political and more than ideological? Is Maga in fact a cult ?
Much has been written an said about the Maga cult. The strength of its adherent’s conviction certainty explains why for these supporters at least nothing could detach them from their love of Trump. Is the Maga cult any different from the core supporters or the base which all politicians and parties rely on? While many politicians have generated an enthusiastic and devoted following few can have had so many who see themselves as devoted to a man "chosen by God"[77] to lead them. Trump reinforces the Maga sense that they are a people apart, on a mission, surrounded by enemies, and in procession or a rare and precious truth. A poll conducted from Aug. 16 to 18 by CBS News/YouGov[78] demonstrates just how firm Trump's power over his followers continues to be. A large majority of Republican voters view Trump as "honest and trustworthy," Furthermore, "Trump's voters hold him as a source of true information, even more so than other sources, including conservative media figures, religious leaders, and even their friends and family." When asked who they believe tells them the truth, 71% of Trump voters picked him, more than picked friends and family members (63%), right-wing media commentators (56%), and religious leaders (only 42%). Trump’s symbolic power is demonstrated in his attacks which no matter how cruel are viewed by his most loyal followers as as righteous vengeance for perceived wrongs they have suffered and the threats they face. In 2016 at the Republican convention, Trump said “I am your voice," and “I alone can fix it. I will restore law and order.” Or in 2023, he told a crowd in Maryland that in addition to being their voice, “Today, I add: I am your warrior. I am your justice. And for those who have been wronged and betrayed, I am your retribution.” Trump’s appeal surpasses what a leader in a democratic system typically asks from their supporters. Which past president could direct a mob to storm Congress and see it happen? The Maga cult begins and ends with trust in Trump. He attacks not only ideological and electoral opponents- but also those who might share power with him from within the Republican party, Little Marco, Lyin’ Ted, Ron de-sanctimonious. For the Maga core, this demonstrates how loyalty is the supreme principle of Trumpism.
The attempted assassination created an image of iconic status as a bloodied Trump punched the air and exclaimed ‘fight, fight’. For the Maga core this was confirmation of Trump’s providential mission, just as his angry, vengeful mugshot showed him defiantly alone and surrounded by enemies as they, his loyal Maga’s see themselves, their communities and their values.
However, no matter how dedicated and loyal the MAGA core they are not a large proportion of the electorate and certainly not the majority of Trump voters. MAGA shows its political power inside the Republican party, particularly in the MAGA faction in Congress and the impact of MAGA voters in Congressional primaries and caucuses where turnouts are low. In this sense, the MAGA cult is a force that has reshaped the Republican Party but has not determined the result of presidential elections.
Although in campaigning the enthusiasm and willingness of Trump supporters to sit through long-delayed rallies and rambling Trumpian monologues had a genuine theatrical impact. Trump’s rallies make headlines and push aside his rivals in the media. The MAGA devotees serve as a backdrop to Trump, they also reassure him and provide his campaign with a brutal energy. The audience at Trump rallies delights in his attacks on the press, his mocking of a disabled journalist, and his hyperbolic rhetoric. Outside the rallies, political pundits and comedians scoff and mock but that only serves to define Trump more profoundly as a candidate of emotion not intellect, and in so doing he becomes a candidate of the people.
When Kamala struck a nerve in the presidential debate by suggesting his crowds were bored and leaving his rallies early, she upset Trump but seemed to sneer at people who had traveled far, waited long, and had jobs and families to get back to. Trump’s supporters attend rallies as pilgrims attend shrines, it’s enough to go and to have been there. Did Kamala see rallies as valued by their entertainment value alone?