CNN —
A significant characteristic is evident among many of Donald Trump’s selections for his forthcoming administration; a trait that he prioritizes as highly as loyalty and perhaps even more than standard qualifications: a pronounced gift for television.
Trump has recruited two prominent figures from Fox News, selecting Sean Duffy to take the helm at the Department of Transportation and Pete Hegseth to head the Pentagon. Furthermore, for the agency that oversees Medicare and Medicaid programs, Trump has chosen the well-known physician Dr. Mehmet Oz, recognized for his long-running health show that captivated audiences for 13 seasons. Additionally, his choice for the Department of Education is Linda McMahon, who together with her husband, co-founded a successful professional wrestling and entertainment empire.
Trump’s selection for ambassador to Israel, Mike Huckabee, boasts a six-year tenure hosting a well-regarded program on Fox News. Meanwhile, Tulsi Gabbard, appointed as director of national intelligence, previously contributed to the conservative network after her departure from Congress and occasionally filled in for its former primetime host, Tucker Carlson, highlighting her media presence.
As a one-time reality TV star, Trump possesses a keen understanding of the immense influence of television in shaping public perceptions. His selection criteria hinge not only on candidates’ ability to effectively communicate his message but also on their capability to robustly defend him in the high-pressure, contentious media environments that characterize contemporary political discourse.
Operating in a war-room style headquarters at Mar-a-Lago, Trump’s transition team has made the media focus an integral part of their strategy. Large screens within the room display video clips showcasing potential appointees’ performances on media platforms, including footage of them passionately defending Trump, alongside instances of prior criticisms, thereby emphasizing the vital role of media acumen in their selection process.
The result is a Cabinet crafted for television appeal, curated with the intention of promoting his agenda to the American public while simultaneously equipping the administration to withstand media scrutiny, especially from those same networks. Within several departments, the anticipation remains that deputies and senior staff will adeptly manage day-to-day operations.
In making his announcements, Trump has notably highlighted the media backgrounds of several of his chosen candidates. In putting forward Duffy, a seasoned four-term congressman from Wisconsin turned Fox Business host, Trump referenced limited credentials for managing America’s transportation infrastructure, singling out just one instance where Duffy secured funds for a road and bridge project in Minnesota.
Trump was quick to emphasize that Duffy’s spouse, Rachel Campos-Duffy, is “a STAR on Fox News,” showcasing the couple’s deep roots in media. The Duffys, significant figures in the entertainment landscape, first crossed paths as contestants on MTV’s “Road Rules: All Stars,” a spinoff of the well-known “Real World” series.
In announcing his selection of Oz to oversee the Centers for Medicare and Medicaid Services, Trump described him as a “world-class communicator,” lauding the doctor’s widely viewed syndicated television show which he claimed “taught millions of Americans how to make healthier lifestyle choices,” thereby highlighting his influence on public health awareness.
Even nominees with seemingly traditional backgrounds have displayed their connections to cable news networks, emphasizing their media experience as part of their qualifications.
For instance, few Republican congress members have engaged with television as frequently in recent years as Florida’s Rep. Mike Waltz, who has been appointed as Trump’s national security adviser. South Dakota Governor Kristi Noem, a familiar face on Fox News, is designated to lead the Department of Homeland Security, despite limited experience related to the expansive responsibilities of the agency. Throughout the campaign, Senator Marco Rubio advocated for Trump in fluent Spanish—a skill that likely bolstered his chances of securing his new role in the administration.
This past summer, Wall Street executive Howard Lutnick delivered a robust defense of Trump’s economic initiatives, articulating the nuances of the Republican’s stringent tariff and trade war proposals with such clarity that CNBC’s “Squawk Box” host Rebecca Quick commented, “This is the best explanation I’ve heard,” underscoring the effectiveness of his communication skills.
Trump’s campaign was so impressed with Lutnick’s performance that they shared a clip of the discussion on social media, following up with widespread dissemination to the campaign’s supporters via email. This week, Lutnick has been tapped as the secretary of Commerce, further solidifying his role within the administration.
The president-elect has, at various points, remarked that both North Dakota Governor Doug Burgum and his former acting ICE director Tom Homan seemed “straight from central casting.” Burgum has been chosen to head the Department of the Interior, while Homan will spearhead the administration’s immigration enforcement efforts as a “border czar.”
Trump initially aimed to elevate Florida Republican Matt Gaetz, a prominent figure on conservative television, to the role of attorney general due to his eloquence and media awareness. However, Gaetz—who stepped down from Congress after his selection—later withdrew his name from consideration amidst allegations of sexual misconduct, which he vehemently denies, highlighting the inherent risks of prioritizing media appeal over thorough vetting processes.
On Thursday night, Trump replaced Gaetz with former Florida Attorney General Pam Bondi, who was a regular presence on Fox News throughout her two terms in office and once co-hosted the network’s afternoon talk show “The Five,” even as she maintained a taxpayer-funded salary.
Hegseth, who has since departed from Fox, is also facing significant hurdles in his confirmation as details have emerged surrounding an alleged sexual assault in October 2017, a claim he categorically denies.
The vetting process has attracted pointed criticism from Democrats, who are seizing on the media-centric backgrounds and limited policy expertise displayed by numerous nominees. Senator Chris Coons of Delaware likened the Cabinet’s selections to “a reality TV show casting call,” a remark he made during a conversation with CNN’s Manu Raju, suggesting a lack of seriousness in the lineup.
Among the list of names for non-Cabinet roles introduced by Trump on Friday evening were several individuals with current or former ties to Fox News. Dr. Janette Nesheiwat, selected as his nominee for US surgeon general, became a contributor during the onset of the Covid-19 pandemic and was on air up until the previous week. Dr. Marty Makary, nominated to lead the Food and Drug Administration, appeared on “Fox News Sunday” last weekend promoting Trump’s choice of Robert F. Kennedy Jr. for the role of secretary of the Department of Health and Human Services.
Sebastian Gorka, appointed as senior director of counterterrorism, has his own history as a Fox contributor during 2018 and 2019. Currently, his primary role lies as a radio host for Salem Radio Network, where he also has a weekend show on Newsmax.
Trump’s strategy of relying on television appearances and the aesthetics of candidates to occupy key roles is not novel. In his first term, he characterized Supreme Court nominees Neil Gorsuch and Brett Kavanaugh as “straight out of central casting,” an indication that their polished public images were compelling factors for Senate confirmation. He also appointed Larry Kudlow, a former CNBC personality, to direct the National Economic Council. Even post-presidency, Trump has continued this trend, bringing on Christina Bobb as an attorney after noting her on One America News Network.
The most recent focus on Fox figures and regular contributors follows a campaign in which Trump repeatedly had confrontations with Rupert Murdoch’s influential conservative news outlet. He openly criticized Fox for featuring Democratic guests on its network, declaring that it “has totally lost its way” after airing a contentious interview between anchor Bret Baier and Vice President Kamala Harris, his electoral opponent.
In contrast, Trump has extended far more opportunities to a burgeoning cadre of new media personalities, participating in extensive interviews with podcasters, comedians, pranksters, and other online influencers, indicating a diversification of his media engagements.
Nevertheless, Trump has paid close attention to the television appearances of his surrogates, utilizing these appearances to evaluate prospective running mates. An essential qualification for his vice presidential consideration was their performance on television. Analogous to this methodology, Trump had scrutinized various clips featuring candidates like Vance, Rubio, and Burgum, often reevaluating his opinions based on the most recent televised segments he viewed.
Ultimately, he chose JD Vance, in part due to the Ohio senator’s tenacious defense of the Republican nominee during interviews, subsequently sending him out to advocate for Trump on TV.
“He’s like the only guy I’ve ever seen, he really looks forward to it,” Trump remarked during his Election Night victory speech, praising his vice president’s readiness for public engagement. “And then he just goes in and absolutely obliterates them.”
Correction: This story has been updated to reflect that Sean Duffy is President-elect Donald Trump‘s pick to be secretary of the Department of Transportation.
How does television impact the public perception of political figures in today’s campaign strategies?
Rances and media profiles of his appointees, underscoring his belief in the power of television as a campaign tool and a gauge of public connection. As he forms his administration, it is clear that he values not just policy expertise, but also the ability to resonate with the public through familiar and charismatic personalities. This approach may reshape the landscape of the American political environment, as media-savvy figures increasingly take on positions of influence, emphasizing an era where visibility and personal branding are as crucial as traditional qualifications.
