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“[Cult] members learn a new vocabulary that is designed to constrict their thinking into absolute, black-and-white, thought-stopping clichés that conform to group ideology. (“Lock her up” and “Build the Wall” are Trumpian examples. Even his put-downs and nicknames—Crooked Hillary, Pocahontas for Elizabeth Warren—function to block other thoughts. Terms like “deep state” and “globalist” also act as triggers. They rouse emotion and direct attention.)”

“Nobody will be tougher on ISIS than me. Nobody,” he said during his campaign announcement speech on June 16, 2015. “There’s nobody bigger or better at the military than I am,” he stated a few days later. The following month came this memorably hypnotic line, one that echoes Moon’s language: “I know more about offense and defense than [the generals] will ever understand, believe me. Believe me. Than they will ever understand. Than they will ever understand.” It’s a classic example of Trump’s tried-and-true habit of lulling his audience through repetition. A few months later came another infamous claim: “I know more about ISIS [the Islamic State militant group] than the generals do. Believe me.”

“At the time, casting Trump as host was seen as a huge gamble. He had been labeled a “D-lister”—someone who lost all his money, a clownlike figure who couldn’t be taken seriously. Supervising editor of The Apprentice Jonathon Braun told the New Yorker, “We knew Trump was a fake… but we made him out to be the most important person in the world, making the court jester the king.”