Millions of Americans claim they feel exhausted by President Trump. Yet many remain highly informed about his recent posts, statements, and what the media is discussing regarding him. They express frustration with the excessive media coverage of Trump, yet they continue to engage by clicking, watching, reposting, and debating him. If Americans are so tired of Trump, why do they continue to focus so much on him?
The Enigma of Attention
Trump’s supporters are straightforward. They voted for him and want to hear his views. His critics present a more intriguing scenario. Many people who wish Trump would vanish from public life still follow his activities closely. They analyze his speeches, scrutinize his social media, and discuss his every action. Mere politics does not fully explain this behavior. Psychology provides further insight.
Behavioral psychologists have long known that unpredictable rewards are among the strongest forces governing human attention.
This principle, known as intermittent reinforcement, is similar to how casinos operate. Although politics differs from gambling, the attention it receives often follows a similar pattern. For nearly a decade, Trump has offered something rare in modern politics: genuine uncertainty about what may happen next. He might announce a policy change, make a personnel move, address a courtroom issue, interact spontaneously with the press, or rename a major landmark. Whatever occurs, both supporters and critics anticipate something significant.
The Cycle of Engagement
Supporters watch hoping for important developments, while critics watch out of concern for potential consequences. These differing motivations result in the same behavior: continuous attention on Trump. Few public figures generate as many ratings, clicks, and discussions as Trump. Media organizations don’t merely report on Trump; they often amplify his presence. In the competition for audience attention, even those who aim to move on find themselves reverting, driven by viewer interest.
This creates a self-perpetuating cycle. Trump acts unpredictably. News outlets rush to cover it. Critics voice concerns. Supporters defend him. Discussions on TV question the story’s significance, inadvertently expanding its reach. Eventually, Trump’s narrative assumes more importance than the initial event itself. Attention differs from approval. People naturally focus more on uncertain scenarios than predictable ones, and politics is no exception. As long as many believe tomorrow could bring a significant Trump-related event, they will keep checking today’s news, irrespective of their stance on him.
The Phenomenon of “Trump Fatigue”
This dynamic explains why “Trump fatigue” predictions often fail. Those who assert they want less Trump often remain the ones eagerly awaiting the next development. They stay trapped in the very cycle they claim to detest. Of course, Trump’s status as president ensures he commands attention, but that alone doesn’t account for the past decade’s sustained anticipation. Typically, every president dominates headlines, but few generate such prolonged public interest.
Trump has an exceptional knack for making both supporters and critics believe each new headline might be crucial. This matters because attention is a form of political currency. Before persuading voters, politicians need attention. Every moment spent on Trump’s latest remarks is a moment not devoted to discussing other agendas. Whether supporting or opposing him, many continue to make Trump the central focus of American politics. While Trump’s critics assert the need to move past him, many inadvertently provide him with what all politicians seek: attention. Ironically, the individuals most intent on reducing Trump’s impact may inadvertently contribute to maintaining it.
Trump’s most significant political talent might not be persuasion or ideology. It is his remarkable capacity to command attention. In politics, capturing attention often precedes winning arguments. Until people understand why Trump captivates so much attention, they will keep fueling the phenomenon they wish to leave behind.
— Jonathan Alpert is a psychotherapist and author of Therapy Nation.
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