If at the time Bill Clinton got first elected the slogan “it’s the economy, baby” explained how the Arkansas’ Governor managed to beat George Bush Sr. , architect of the New World Order with the help Ross Perot, this time has been disintermediation to make a difference. Donald Trump, a controversial millionaire and anyway conscious of TV dynamics, represents a uniform demographic group - the Midwest working class. And he builds up a set of messages suitable for them. But the most important thing is his style, which originates in an assumption: the establishment tells you fake truths which have led you to be worse; I’m the only one saying things as they are, and what it has to be done to live better. That’s the crucial point and around it, Trump has defined his audience, and, furthermore, he cut out the decisive segment to win in some of those US State that had a long Democrats history. An hyper-aware micro-marketing, summing up.
“Donald listened to voices no other has listened before in the US”, commented Paul Ryan, after the elections, with Messianic tones; the Republican speaker at the Congress had previously posed himself openly in contrast with Trump during his campaign. These voices were pushed by a direct, disintermediated call, rising the tide of dreams and ambitions that drowned Hillary Clinton. A tide that was possible thanks to the internet, a place of freedom and liberty and opposition to all political establishments, and the cradle of “politically incorrect”. The libertarian subcultures active online boosted Donald’s anger against Hillary Clinton, an “iconic” image of power. A “politically incorrect” way of thinking that had peaked to its highest, even because it is a tone of voice becoming more and more common in our daily life. And when the situation turns complicated, because of the public accusations of molesting women, Donald’s wife explains on the spot to housewives in Wisconsin that his husband isn’t as sexist as he’s being portrayed: many of them, like her, probably have to forgive something to their husband, even maintaining with him a strong relationship. His daughter Ivanka meets the "working Midwest" wearing a jumper, not a suit, to best empathize with the electorate.
“That’s disintermediation, baby”: a thing that Barack Obama understood during his multiple political campaigns. Someone may recall how his popularity was driven, at the very start of his first election campaign, by an online video the Newsweek put among the “top 10 meme of decade”. It was “Crush on Obama”, a release in which a sexy Hispanic girl was digging from another widespread subculture- the one of adults film – launching a non-politic but effective message: Obama is sexy. In a wake up call for hormones, this “Obama girl” succeeded in giving the best electoral slogan: “You’re the best candidate”!
Hillary Clinton was the first victim of the “politically correct” Barack Obama’s disintermediation; then, she was definitely overwhelmed by the “politically incorrect” Donald Trump’s campaign. In spite of being devoted to the nation and a strong and experienced political figure, Hillary Clinton as a candidate didn’t manage to empathize with her electorate, also due to the revelations of some of her less transparent moves. Clinton deceived herself in her hopes that using political and T.V. stars could fill the engagement gap in some segments (Millennials, blacks and Hispanics, traditionally democratic voters).
LeBron James, Madonna and Katy Perry could have turn up the heat among young people, but actually they are seen as a part of the dominant culture, members of an elite far from regular people. Hillary’s husband Bill and her daughter Chelsea, the candidate vice-president Tim Kaine and the Obama family that are all well known – super premium surrogates - were given the task of pushing the Democratic leaning voters to vote. By the way, in the era of political – but even business and brand - disintermediation, third actors can support and guarantee but not replace who has to be chosen.
In politics, such as in a global liberal market, it is always a matter of empathy and connection with the public: it drives to votes or to a full shopping cart. That goes for winning the election, of course. Governing, then, it is a different matter.