Trump's appeal must be his essential non-existence. He's a shell and a shadow and a vehicle and a shapeless, improvisational thing. His unreality is an expression of social desire. He's a meme machine, an actual projection, without independence or substance.
My surmise is that this blurring of reality and unreality is about religious sensibility and abstraction, about placing non-materiality or non-existence on a higher plane. Trump is what people want him to be and want themselves to be, numbed and unfeeling.
It's entertainment as a religion. People want immersion and escape, the loss of consciousness through distraction and amusement, a death wish. Trump is an ejection seat or theme park ride. The medium is the message. And we have amused ourselves to death.
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