Donald Trump's 2016 presidential campaign first looked like a harmless joke - an eccentric billionaire's entertaining grab at free publicity. 
But as his messaging grew steadily more polarising, Oliver Jones argues, the prospect of a Trump presidency demanded to be taken seriously. This concise study offers a rhetorical dissection of the candidate, identifying sixteen distinct rhetorical 'faces' Trump deploys and backing each with quotations and tactical breakdowns, while indicting the media landscape that enabled his rise. Sharp and accessible, it is essential reading for anyone trying to understand the 2016 election and the language of modern populism.