The Neuroscience Behind Trump's Prop-Driven Political Rhetoric
For seasoned observers of former President Donald Trump's communications, his distinctive speaking style is instantly recognizable. Even when sentences remain incomplete, his delivery leaves a lasting impression. A recurring element in his political speeches and publicity moments is the frequent deployment of props. While this approach can sometimes evoke the feeling of watching a late-night infomercial, there is genuine rhetorical power behind the objects and people Trump chooses to employ as visual aids—and neuroscience provides compelling evidence to support this.
The Historical Context of Political Props
Props in politics are not exclusively a Trumpian phenomenon. Throughout history, political figures have utilized objects to amplify their messages. Examples range from the whimsical—such as Senator Ted Cruz reading Dr. Seuss on the Senate floor in 2013 to oppose the Affordable Care Act—to the solemn, like President Barack Obama drinking filtered water from Flint, Michigan during the city's contamination crisis. Studies have even analyzed how leaders like Israeli Prime Minister Benjamin Netanyahu use props to strengthen their rhetorical appeals.
According to Patti Wood, a body language and nonverbal communication expert and author of SNAP: Making the Most of First Impressions, Body Language, and Charisma, props play a unique role in persuasion theory by accessing specific parts of an audience's brain. "Objects affect the brain in a totally different way—specifically the limbic brain, that primitive brain," Wood explained. "That increases the speed in which we process it. If someone sees a prop, it hits their limbic brain, they’ll see it faster and it hits them emotionally."
The Speed and Impact of Visual Processing
This processing occurs remarkably quickly. A 2014 MIT study found that the human brain can process images in as little as 13 milliseconds. When additional sensory cues—such as tactile feedback, auditory signals, kinesthetic movements, or even scents—are incorporated, the emotional targeting becomes even more effective, accelerating the desired response from the audience.
Wood emphasized that targeting emotions allows points to reach audiences in a more visceral manner, even when factual or logical arguments might be less robust. "[Using props] does help reach a different audience in a different way," she noted. "Typically, in a regular speech, the audience retains 10-25% of information shared, not more than 25% in just a stated speech with words. But props increase not only the attention but the retention."
Trump's Distinctive Prop Style
Despite the historical use of props in politics, Trump's approach stands out as particularly unique in the digital attention economy. His notable prop moments include:
- Binders labeled "Epstein files" prepared for influencers
- Riffing with a binder clip while discussing "365 Wins in 365 Days"
- Using a garbage truck to criticize Joe Biden over comments regarding Puerto Rico
- "Making fries" at a McDonald's during a campaign event
- Various photo opportunities featuring hard copies of documents with his signature
Wood observed that Trump visibly enjoys using props, which both assist his delivery and provide him with visible delight. "They know the power of the props, they plan the props and [Trump] likes to see the emotional effect of his presentations. He gets fed by that and that makes him speak better in those moments," she said. "I can see his [nonverbal communication], he delights and smiles when the props are on the table, when he’s holding a prop. He really enjoys it."
Props as Narrative and Brand Tools
Memorable instances like the 2016 "steak infomercial" event—where Trump celebrated primary victories at Trump National Golf Club surrounded by Trump-branded products—demonstrate how props can flip narratives and reinforce brand identity. "He was using all the physical props of his business behind him—even though some of them were failures—to show his business acumen and credibility," Wood analyzed. "The prop becomes a replacement for facts. That’s not a benefit, but it’s a power."
People can also serve as props, as seen when Trump posed with General Mark Milley outside St. John's Episcopal Church in 2020. Wood noted that while Trump's team often approaches props with humor, those unfamiliar with the tactic—like Milley, who later called the photos "a mistake"—can appear visibly uncomfortable.
Creating Lasting Artifacts and Memes
Trump excels at integrating props into what Wood describes as "artifacts" that resonate with his base and become part of his identifiable brand. Examples include the bandage he wore after the 2024 assassination attempt, which inspired other Republicans to wear ear bandages in solidarity. "It has duality of power because there’s some part of our brain that always remembers him with the bandage on him. It becomes permanent, an artifact and part of the brand," Wood explained.
Another illustrative moment was when Trump used large and small Tic Tac containers to demonstrate his plans to combat inflation. This simplification, while not necessarily factual, made complex concepts accessible to his base. "The complex concept was inflation. He was saying he was going to reduce inflation, so you don’t have the small container of Tic Tacs," Wood said. "It makes it easier for even someone who can’t read to comprehend what Trump’s saying because it simplifies it so much."
These oversimplifications can falter under factual scrutiny, but Trump's team understands that his base may not engage deeply with policy details. Instead, the memetic shorthand—like the Tic Tacs—lingers in memory. "His people know that people aren’t necessarily going to read a heavy-duty article on how he’s going to affect inflation, but they’ll remember the Tic Tacs," Wood concluded. "Things are turned into memes. The meme of the prop becomes the memorable message."
