Ricerc@Sapienza

From ‘Crooked Hillary’ and ‘Crazy Bernie’ to ‘Mini
Mike’, ‘Sleepy Joe’ and many others, Donald Trump
has coined concise memorable nicknames which
carry character-destroying meanings. This trend
begun in the 2015-16 Republican primaries, it
continued during his first presidential campaign
and it did not stop in the 4 years of his administration.
Unsurprisingly, the same strategy has
been employed in the 2020 presidential campaign.
The preferred medium for delivery has also been
the same: Trump’s personal Twitter account, his
favourite tool to communicate directly to followers,
to by-pass the journalistic filters and with a final
aim to build the agenda.