Governing the Digital Audience: Donald Trump’s Political Communication Across Platforms and Influence Networks

This article examines how the role of digital platforms is reshaping political communication and consensus-building in contemporary societies. It questions how algorithmic architectures are transforming the relationship between leadership, audiences, and power. Drawing on an empirical analysis of online interaction data, the study analyses Donald Trump’s political communication during the August 2025 summit with Putin in Alaska, presenting it as a paradigmatic example of networked leadership. The study focuses on the dynamics of mobilisation, polarisation, and identity construction within digital ecologies. The findings show that the leader’s centrality derives not only from traditional party structures, but also from the ability to coordinate heterogeneous communication flows as well as activate processes of affective and symbolic resonance. The article proposes a theoretical model that conceptualises Trump’s audience as a cognitive and emotional power device, highlighting the convergence of post-organisational populism, algorithmic mediatisation, and communicative governance. This leadership expresses forms of “algorithmic charisma” that redefine the modalities of political legitimacy. Methodologically, the study highlights the value of data-driven interpretive approaches, while also addressing their limitations related to algorithmic transparency and replicability. In conclusion, the article offers a critical reflection on emerging ecologies of consensus and the democratic implications of the ongoing “platformisation” of the public sphere.