The Trump Administration’s Department of Homeland Publicity
A cabinet member’s social feed is one example of the administration’s turn to reality-TV tactics — slick, showy, sometimes cruel — as a means of government.Some days the show is a prison drama: A mass of prisoners assemble under the watch of an authority. Some days it’s a police procedural: Protagonists in uniform conduct raids on dark city streets. Some days it’s a western: A figure in a cowboy hat patrols on horseback, keeping an eye on the wild frontier.The show has many forms, but it is all one production — the social-media feed of the homeland security secretary, Kristi Noem. Since she took office in January, the secretary’s online video presence has been helping a media-minded administration broadcast images of unsparing domination with a telegenic face.Ms. Noem’s social feed drew wide notice last week when she posted a 33-second video from a Salvadoran prison where the administration has been sending detainees. Dressed in an Immigration and Customs Enforcement cap and active-wear, a $50,000 Rolex watch on her wrist, she warns that “if you come to our country illegally, this is one of the consequences you could face.”There are other people in the video too. Though Ms. Noem uses the word “terrorists,” we do not know their history; legal cases and reporting have questioned the charges of gang membership against some El Salvador detainees, and the administration has acknowledged deporting at least one man in error.The figures behind Ms. Noem are not so neatly or expensively styled but they also convey an aesthetic message. The men, many of them shirtless, are crowded, teeming, sitting and standing, seemingly at attention, to face the camera from behind bars. Ms. Noem, the image says, is literally standing between them and you. They are objects, warnings, a forbidding wallpaper of fear and subjugation.The video sent a stark message, if not a universally lauded one. As with all things Trump, however, the video seems meant to appeal to one viewer above all. Before he took office for his first term, President Trump, the former host of “The Apprentice,” told top aides that they should approach every day as if it were an episode of a TV show, in which their goal was to win. He also had a preference, then and now, for underlings who perform well on camera and “look the part.”We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More