Ioana Dorhoi, PhD – Government Relations and Public Affairs

By Ioana Monica Dorhoi, PhD

March 6, 2025

The Trump administration has revolutionized its approach to media and public relations, transforming the traditional White House press office into a rapid-response digital operation aimed at controlling and amplifying its message. The administration’s strategy relies on aggressive, offensive tactics that leverage social media, influencer partnerships, and viral content to dominate the news cycle and neutralize opposition.

A Shift to Digital Influence

Under President Donald Trump, the White House has moved away from conventional press engagement, instead embracing a digital-first strategy that bypasses mainstream media in favor of direct communication with the public. This shift has been marked by a high-frequency output of content across platforms like TikTok, Instagram, X (formerly Twitter), and YouTube.

One striking example of this approach was the administration’s response to actress Selena Gomez’s emotional Instagram video criticizing the government’s deportation policies. Rather than issuing a traditional press statement, the White House countered with a series of emotionally charged videos featuring the mothers of children killed by undocumented immigrants. The administration also produced a Valentine’s Day meme with Trump’s face alongside the message: “Roses are red, violets are blue, come here illegally and we’ll deport you.” Additionally, it created an ASMR-style video featuring the rattling chains of a deportation flight—a calculated effort to draw attention through unconventional means. Gomez’s video was removed shortly after posting, while the Trump team’s counter-video amassed over 100 million views.

Full-Spectrum Dominance

This digital operation is not just about rapid response; it is about overwhelming the media landscape with pro-Trump narratives. Communications director Steven Cheung openly described the administration’s goal as “FULL SPECTRUM DOMINANCE.” The White House has actively worked to replace traditional press coverage with its own news-style reports, distributing them through email newsletters, “MAGA Minute” video segments, and even direct text messages to supporters.

During major political events, such as Trump’s speech to Congress, the White House posted over 200 times to X, averaging nine posts an hour. Clips of Trump’s speech, memes attacking Democrats, and supporter testimonials flooded social media. When a Fox News analyst described Trump as “the political colossus of our time,” the White House team had the clip captioned and posted online within 11 minutes.

Bypassing Traditional Media

In press briefings, the administration has strategically given access to friendly “new media” influencers, podcasters, and YouTubers who echo its messaging. White House press secretary Karoline Leavitt refers to these individuals as providers of “news-related content,” positioning them as alternatives to legacy media journalists.

This approach extends beyond the White House. The Defense Department recently launched a rapid-response account to promote Defense Secretary Pete Hegseth and push back against media criticism. Meanwhile, Homeland Security Secretary Kristi L. Noem has personally appeared in high-budget ad campaigns depicting immigration raids, warning undocumented immigrants to “leave or be hunted down.” These ads, which reportedly have a budget of up to $200 million, serve as both public policy messaging and political propaganda.

Reshaping the Political Media Landscape

Trump’s strategy is fundamentally altering the nature of political communication. By flooding social media with viral content, prioritizing partisan influencers over traditional journalists, and deploying aggressive messaging tactics, the administration is reinforcing a political environment where every policy move is framed as entertainment.

Critics argue that this approach undermines journalistic accountability and contributes to the erosion of an independent press. Media scholars warn that the Trump administration is replacing neutral reporting with a partisan information ecosystem designed to reinforce its political dominance.

Yet for Trump and his supporters, this digital-first strategy is a resounding success. With millions of views, shares, and engagements across platforms, the White House has positioned itself as not just a political entity, but a dominant force in digital media—one that is redefining how power is communicated and maintained in the modern era.