Shameless and shameful: Trump’s rhetorical rejection and embrace of shame

Abstract

In this paper, we explore the rhetorical functions of shame in contemporary US politics through an analysis of Donald Trump’s public discourse. Shame, once a moral regulator that reinforced social norms and accountability, has been redefined in Trump’s rhetoric as both a weapon and a badge of authenticity. By shaming his opponents while refusing to express shame himself, Trump dismantles its traditional regulatory power and transforms shamelessness into political virtue. This dual strategy—wielding shame outward while rejecting it inward—reconfigures moral hierarchies and fosters solidarity among followers who see themselves as similarly scorned by elites. We argue that this transformation undermines the democratic function of shame as a mechanism for moral accountability, raising urgent questions about how public discourse can operate when shame no longer constrains political behavior.