Many Americans say they are worn out by President Trump. Yet, they seem to know what he posted recently, what he said earlier, and what news debates involve him tonight. People complain that media coverage of him is excessive, but they still click, watch, repost, and argue about him.
If Americans are tired of Trump, why not ignore him? Trump’s supporters aren’t puzzling; they voted for him and want updates. His critics are intriguing, as many who wish Trump would leave public life still follow him closely. They analyze his speeches, social media posts, and scrutinize his every action.
Psychology offers insight into this paradox. Behavioral psychologists have recognized that unpredictable rewards strongly draw human attention. This idea, known as intermittent reinforcement, is why casinos are so compelling. When people don’t know what’s next, they keep checking.
Politics isn’t gambling, but attention often mirrors it. For nearly ten years, Trump has provided what modern politics seldom does: real unpredictability. This could include policy shifts, staffing changes, courtroom news, a spontaneous media interaction, or renaming a landmark.
Both supporters and critics expect attention-worthy updates. Supporters expect pivotal news, while critics fear such news exists. Different emotions drive the same behavior, keeping both sides focused on Trump.
Few figures are as effective in generating ratings, engagement, and discourse.
The media doesn’t just report on Trump, they amplify him. They compete for public attention, and even those aiming to move on find themselves drawn back because the audience remains interested.
This creates a cycle: Trump does something unexpected, media covers it, critics attack it, supporters defend it, and panels debate its worthiness for attention. This conversation grows larger than the original event.
Attention isn’t approval. People focus more on uncertain scenarios than predictable ones. In politics, this happens often. As long as Americans expect potential Trump developments, millions will check today’s headlines, regardless of their stance.
This explains why “Trump fatigue” predictions often fail. Those claiming to want less Trump often strive not to overlook new developments, trapped in a cycle they dislike.
Of course, Trump garners attention due to his presidency. Yet, this doesn’t entirely explain the past decade’s spectacle. Every president dominates news, few foster this level of sustained anticipation.
Trump uniquely makes both sides believe the next headline could matter. Attention is crucial political currency. Politicians must capture attention before persuading voters. Debating Trump’s remarks diverts attention from other issues.
Many critics argue the nation should move past Trump. Paradoxically, their focus on him provides him what every politician seeks: attention. Some aiming to diminish Trump’s influence might actually sustain it.
Trump’s talent isn’t persuasion, ideology, or charisma. It’s his exceptional ability to command attention. In politics, gaining attention precedes winning arguments. Until people understand why they give Trump so much focus, they will continue fueling the cycle they wish to escape.
Jonathan Alpert is a psychotherapist and author of Therapy Nation.
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