OpinionJanuary 24, 20255 min readHow Reality TV Helps Explain Trumps SuccessWhat makes reality shows so popular also helps explain why Donald Trump is so popularIn May 2016 a red hat with the saying Make America Great Again was placed on the Hollywood Walk of Fame star of now president Donald Trump hours after he was found guilty of 34 felony charges of falsifying business records in an effort to influence the 2016 election. Jay L. Clendenin/Getty ImagesWith Donald Trump back in office, much of the world is still struggling to make sense of his appeal to so many Americans. This is especially the case now, after he became a felon, incited an insurrection and promised to govern as a dictator. How does someone so unfiltered, unrefined and dismissive of moral codes and norms end up getting elected?It may be those very things that are core to his appealTrump is not the first head of state who has capitalized on brash behavior to gain that position. He may appeal to the average voter for the very same reasons you keep watching that reality television show you love to hate: these shows delight people by giving them a look at something that feels both real and taboo. Trump is among many successful politicians who have succeeded by appearing more relatable, such as George W. Bush, who famously scored as the more appealing candidate to have a beer with in the 2000 and 2004 presidential elections, the authentic emotional appeal of Barack Obama or the bumbling clown image of Boris Johnson. But Trumps appeal seems different.In our experience as business professors, weve seen how business models that include seemingly repellent behavior can captivate audiencesand as a television personality, Trump has been no exception. Trump the politician has pulled from that same playbook. We have spent years studying how transgression (an act that goes against law, norms or standards), stigma and emotions affect businesses, stakeholders and even society. Trumps election had striking similarities to what we have observed in businesses based on voyeurism. That is, the anchor of his appeal is tied to how the perception of his authenticity and his transgressions fuel human emotion.On supporting science journalismIf you're enjoying this article, consider supporting our award-winning journalism by subscribing. By purchasing a subscription you are helping to ensure the future of impactful stories about the discoveries and ideas shaping our world today.Think about reality shows such as Big Brother, social media influencers, erotic webcam and OnlyFans models and slum tourism. These are businesses that let audiences peek into things that are typically kept private. These are businesses based on voyeurismthey turn peoples curiosity about private and forbidden aspects of others lives into a product or service that generates money. Experiencing something forbidden creates a unique mix of emotionsthrill, curiosity and even discomfortthat people are willing to pay for. To succeed, such businesses balance showing enough realness to feel authentic and forbidden with avoiding crossing lines that might alienate their audience.Of course, Trump is a reality television show character turned president, and part of the success of his shows was brashnessberating hapless contestants or yelling youre fired over and over. Just as voyeuristic businesses do, Trump has positioned himself as both authentic (he tells it like it is, people say) and transgressive (he does and says things as a political leader that people in his position normally do not). In this way, Trump has cultivated a distinct persona that resonates with certain audiences and keeps them engaged amidand often because ofcontroversies. Heres how this works.Authenticity is about delivering experiences that feel real, connecting audiences with the unfiltered truth of a subject. Trumps followers often say they like it when he resists traditional political correctness and elite social norms, such as the carefully calibrated communication that is often associated with people in positions of power. Despite his wealth and high status, people see him as an authentic figure. Trumps blunt manner, frequent social media outbursts and disregard for polished speeches all reinforce this perception. That makes him seem more honest to his followers, regardless of whether or not he is telling the truth. They believe that hes acting without artifice, bringing an undiluted version of himself directly to the public, which is one half of the voyeurism puzzle. In voyeuristic businesses, the same is expected. Webcam models, for example, are perceived to bring their full personality to their performances, casting aside the tropes seen in classic pornography. Reality star actors are seen as being unfiltered and unrefinedthey are more real, even if its staged.Transgression is the other component that helps voyeuristic business succeed. And this is the quality that we were most surprised could work for a presidential candidate, a position that is governed by both explicit and implicit rules of behavior. Transgression creates value by making audiences feel part of something special, rebellious or forbidden. Trumps public statements, which many view as offensive or inflammatory, appeal to supporters who feel disenchanted with the status quo. By bucking the rules of politics and society, his followers see him as fighting against restrictions that they believe have prevented people from saying what they really think. By breaking these codes, as he takes unprecedented unilateral actions (some clearly unconstitutional), he captures attention and generates a sense of excitement, offering supporters an emotional thrill that is rare in mainstream politics. Transgression and authenticity work in tandem to create a mix of emotional responses in audiencesexcitement, shock, curiositythat keep them coming back. Trumps political actions and statements, whether policy-oriented or scandalous, tend to evoke strong emotions. Consider his actions on immigration in the first week of his current term or his rhetoric around Greenland. Whether supporters feel pride, anger or excitement, these emotions foster engagementthey are the hook that catches and holds on to the audience.By combining authenticity and transgression, Trump has cultivated a following that perceives him as both relatable and daring, someone who breaks rules and pushes boundaries in ways they admire. So one reason his appeal persists is because he offers audiences a safe way to engage with transgressive ideas, creating a space where they can defy societal norms while feeling validated in their frustrations. This strategy, rooted in the emotional complexities of voyeurism, explains why his popularity endures even as he continues to break traditional political norms. Like the businesses based in voyeurism that we studied, he crafts an experience that is both intimate and defiant, appealing deeply to a specific audiences desires and emotions.But the emotional allure of authenticity and transgressionso central to voyeurismdoes more than captivate; it distorts. In voyeuristic businesses, this emotional hook often obscures deeper realities of exploitation, inequality and ethical breaches. Similarly, Trumps emotional appeal transforms the presidency from a role of profound consequence into an ongoing spectaclemore akin to a reality TV drama than a position shaping our lives and future. This framing trivializes critical issues, distracting from the structural and personal harm and injustices that often underpin the show.What we have learned from voyeuristic businesses, however, is that the scales can tip. Emotional captivation is a delicate balance. Too much authenticity can feel raw and unpalatable, while too much transgression can repel. Over time, the emotional thrill that draws people in can begin to unravel, giving way to unease, fear or even revulsion. In the context of Trumps presidency, this tipping point might come when the emotional sugar highs of rule breaking no longer feel exciting but threateningwhen the costs of a leader who prioritizes self-interest over the common good become impossible to ignore or when the harm to the targets of his punitive policies (whether transgender people, undocumented immigrants or career civil servants) becomes undeniable. The question is: How much can society endure before this shift occurs?Our hope is that understanding these dynamics will sharpen the conversation about leadership, governance and the kinds of emotional narratives we allow to dominate our political landscape. Recognizing the parallels between Trumps appeal and voyeuristic practices is not just about explaining his rise; its about equipping ourselves to confront its consequences and being ready to fight back.This is an opinion and analysis article, and the views expressed by the author or authors are not necessarily those of Scientific American.