i i i i DOI: 10.20287/ec.n27.v1.a13 Trump: the negative uprise in Political Humor Constantino Pereira Martins FCSH- Nova University of Lisbon/ IEF – University of Coimbra /FCT Foundation E-mail:
[email protected] Abstract The 2016 campaign for the U.S. Presidency revea- sibility of covering all the contours of the problem at led, and confirmed, the new turn that the role of emo- hand we will focus on the Trump campaign, since it tions play in the present political landscape across was one of transgression, which made use of aggres- the globe. The big happening wasn’t so much the sive tactics regarding common sense ideas, political relation between emotions and politics but more correctness and taboo issues. Regarding Trump´s the scale and overwhelming strategic use of nega- campaign as one of management of the provocateur tive emotions in the political debate. Understanding factor, we will try to present the two main emotional emotions as underlying the rationality process, in- ingredients that supported a campaign established in volves cognitive and strategic consequences and, to an efficient use of timing, media and boredom. The the limit, their influence in decision-making. Politics first emotion in analysis will be fear. This implies always operated in this ambivalence and political exploiting one of the most powerful tools in the po- campaign strategists are particularly concerned with litical emotion pallet. The main derivatives could be the timing where these operators must be more effi- aggression, violence, hate and resentment. The se- ciently communicated. This has been a well-known cond emotion in focus will be contempt.