Are we really shocked that Trump is using his assassination plan to raise money?

Last weekend, the world was shocked when news surfaced of an assassination attempt on presidential candidate Donald Trump at a campaign rally in Pennsylvania. The bullet slid past Trump’s head and injured his ear. A member of the audience and the shooter were killed in the tragedy.

Since the incident, an image of Donald Trump, his face covered in blood and his fist raised in retaliation, has been making the rounds in news articles around the world. Many have suggested that this is the image that could well help Trump win this election.

The popular image was also allegedly placed on sneakers to be sold by a Trump-owned company. What’s really striking is that Trump and his team reportedly decided to use the image on his website to encourage supporters to donate to his campaign.

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The image, in black and white, was accompanied by a message calling on supporters to unite, make peace and make America great again, according to Reuters. At the time of writing, a quick check by MARKETING-INTERACTIVE showed that the website was not accessible.

Trump has since told the New York Post in an article that people said it was the “most iconic photo they’ve ever seen.” He added that they were right, saying that usually you have to die to have a photo as iconic as this one.

Cherian George, a senior professor of media studies at Hong Kong Baptist University who studies hate propaganda, said it was “inconceivable” that a politician’s aides and supporters would not benefit from such images.

“Some have said that if marketers had to manufacture an image from scratch to sell the Trump brand, they wouldn’t be able to produce anything stronger than this news photo,” he said.

George added that people depend on the state to defend their security, by force if necessary. “So, like it or not, all states have a violent dimension, and symbols of violence will always be part of political propaganda,” he explained. He cited the example of fallen soldiers and independence fighters who are honored in the capitals of most countries, sometimes with salutes of honor.

“The United States fetishizes violence more than many other countries,” George said, adding:

The Trump photo fits perfectly into this tradition, showing a leader still standing despite a violent assassination attempt.

Because it highlights the strength of a victim of violence rather than glorifying the perpetrator, the image does not inherently promote violence. However, it all depends on the context in which the image is used, George explained.

“It is right that the words accompanying the images promote resilience and national unity. The danger is that politicians and their supporters will instead use the photo to incite hatred and violence. And of course that is exactly what is happening,” George said.

Jose Raymond, managing director of SW Strategies, added that the image of Trump emerging from the assassination attempt is a powerful political image. He said:

It’s the kind of image that will sway voters, generate sympathy and send them the message: “You can try what you can, but I’m still standing.”

Raymond added that the Trump campaign understands this, which is likely why the image will be very present as the election approaches, given the stakes.

“It’s not illegal to use that image to raise money, and I don’t even think it’s unethical,” Raymond said. “Trump just survived an assassination attempt, and he’s probably going to want to make the most of that to get into the White House.”

Raymond went on to explain that the political arena in the United States is very different and that while this type of campaigning and use of imagery may be frowned upon in Asia, it is somewhat the norm in the political arena in the United States.

From a public relations perspective

Meanwhile, from a public relations perspective, experts MARKETING-INTERACTIVE spoke to generally agreed that the photo was very powerful and would go a long way toward boosting Trump’s campaign.

“In war, love and politics, anything goes (as long as it’s legal). The reason this photo works is that it doesn’t glorify violence. Instead, it shows resilience and resistance in the face of an assassination attempt,” said Charu Srivastava, Director, Strategy and Corporate Affairs, TriOn & Co.

She added, however, that beyond the photo, it would have been nice if the team had acknowledged the loss of life and directly supported the families affected instead of launching a GoFundMe campaign that has since raised more than $3.5 million to help the victims and families of those shot at the rally, according to The Straits Times.

Asiya Bakht, founder of Beets Public Relations, said the images make a powerful statement and that there is nothing wrong or immoral about Trump using the image of his bloodied face for political purposes. “Politics is about optics and it would be foolhardy for Republicans not to put that image in every piece of communication,” she said.

She added that in the age of artificial intelligence, a legitimate, undoctored image can be particularly powerful. “I think it will become the defining image of the American election,” she said.

It is true that visual political communication has become “increasingly important” in recent years. It is at the heart of the politics of illusion and plays a significant role in the phenomenon of populist rhetoric, according to The Conversation. Visuals are therefore at the heart of the politics of our time, for better or worse, with the power to stir emotions and generate engagement – ​​among an often disengaged and apathetic electorate, according to the report.

A Third World Political Drama?

That being said, not everyone agrees that this might have been the best decision on the part of Trump and his team.

“Frankly, Trump using an image of himself with his fist raised after an assassination attempt to raise money for his campaign is like trying to put out a fire with gasoline,” said David Ko, managing director of RFI Asia. He added:

It’s a classic gesture one would expect from a third-world political drama, not a serious democracy.

Ko went on to call the move a “setup,” saying that while it might win over some die-hard supporters, average voters might view it as “desperate” and “in poor taste.”

“Ultimately, it’s a sad commentary on the state of the nation and it may well hurt his chances with independents by making him look like a reality TV star rather than a credible leader. But you never know these days,” Ko said. He added that glorifying violence to advance a political cause is like trying to win a beauty pageant by rolling in mud.

“Violence begets violence, and any candidate worthy of the name should denounce it, not shamelessly exploit it,” he said, adding:

This kind of behavior damages his country’s international reputation and ridicules its supposed democratic values.

Ko said the public relations team should instead focus on a message of resilience and unity rather than turning a violent incident into a fundraising ploy. He added that a more sensitive approach would be to use the photo as a symbol of overcoming adversity and resisting violence.

For example, instead of the raised fist photo, they could have shared an image of the candidate back at work, highlighting his dedication and commitment to public service despite the attack. In this way, they could lobby for the candidacy to be won while maintaining a sense of dignity and respect.

At the same time, some also argue that, generally speaking, Trump’s campaigns have been very consistent.

“They did this with his mugshot in the New York case and this is another moment to seize and use to raise money and pressure his base. It shouldn’t hurt his chances because his base loves it and his detractors will see that it’s normal,” said Tarun Deo, founder and CEO of Progressive Communications.

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Photo courtesy of Donald Trump/Facebook, Trendingnowe.com

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