There are a couple of emerging narratives about Donald Trump. One is that he is the unreconstructed id of middle-aged, white American men who were left behind by the economy. They aren’t quite sure who they’re mad at, but the list probably includes everybody who doesn’t look like them, women in general, and all those libruls who insist on the “political correctness” of being civil whilst in civil society. It also includes the Republican establishment, which Trump supporters have finally realized not only has virtually nothing in common with them, but also does not care about their actual interests. So the base devolves to all it has left: a generalized rage. The other narrative says that Trump is a European-style nationalist: you can have your social services, but you can’t have people who don’t belong to your tribe running around and using those services. These narratives have in common the idea that Trump is appealing because he is racist.
One should never underestimate the explanatory power of racism in American politics, but there’s a third narrative about Trump that belongs in the picture, because I think it adds some explanatory value that the other two don’t: Trump is also the perfect embodiment of contemporary capitalism, by which I mean brand capitalism. I want to take a little time to explain this via a detour into Saussure, but if you don’t want to go there, here’s the gist of it: Trump doesn’t have policy positions because he’s not selling any product other than himself, and there isn’t anything to him other than his being the embodiment of TrumpTM.