Authored by Frank Lutz, originally posted at The FT,
Outraged by what Donald Trump says? You are not alone. No high-polling presidential candidate in the modern era has so intrepidly drawn the ire of so many within the American electorate. And there remains no end in sight.
Yet in rendering one voting bloc utterly apoplectic, he has appealed viscerally to another. The balance of middle ground politics is not, shall we say, Mr Trump’s bailiwick. But America is no longer a middle ground country. We are already scared by our division — and it is getting worse.
The simple truth is, the more provocative his language, the deeper and more passionate his support. He is no dummy; there is a method to his proverbial madness. Mr Trump says — to the growing legions who will listen — what tens of millions of Americans are already thinking. Respect or revile him, the man has hit a vein.
I spent three hours in a deep dialogue focus group with 29 Trump supporters. The phenomenon of “The Donald” is rooted in a psyche far deeper and more consequential than next November’s presidential election. His support denotes an abiding distrust in — and disrespect for — the governing elite. These individuals do not like being told by Washington or Wall Street what is best for them, do not like the direction America is headed in, and disdain President Barack Obama and his (perceived) circle of self-righteous, tone-deaf governing partisans.
Trump voters are not just angry — they want revenge.
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