The man who cast himself in gold: Donald Trump's personality cult

Donald Trump, now 80 years old, is consolidating his influence over America, adopting the persona of an almost omnipotent patriarch and sole ruler. His actions and demeanor increasingly resemble those of an absolute monarch, with a growing cult of personality surrounding him.

An example of this phenomenon is the "Don Colossus," a nearly 7-meter-high gilded statue of Trump, complete with a clenched fist, erected on the Trump National Doral golf course in Miami. The evangelist pastor who blessed the statue, Mark Burns, felt compelled to reassure the public that it was not an idol, highlighting the fine line being walked between veneration and worship.

This personality cult has become institutionalized during Trump's second term, marking a significant escalation from what was previously seen as mere narcissism. While a vain individual might name buildings after themselves, an autocrat renames the very geography of their country. On his second inauguration day, January 20, 2025, Trump signed an executive order renaming the Gulf of Mexico to the Gulf of America, a decision presented as a routine presidential act.

Further illustrating this trend, Trump officially declared February 9th as Gulf of America Day, complete with a proclamation calling for "appropriate ceremonies and activities." This renaming of a significant body of water signifies a new, nationalistic branding under his leadership. The sea, it seems, has a new boss.

Beyond geographical renaming, oversized portraits of Donald Trump now adorn the facades of federal buildings, including the Department of Agriculture and the Department of Labor. His image is displayed on massive banners, as if it were the most natural thing in the world. His name is also prominently featured on the building of the United States Institute of Peace, an institution ostensibly dedicated to promoting international harmony.

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This is no golden calf!