Jihan Auliana Ghaisani

Trump’s nationalist-populist narrative is certainly appealing when discussed in a new-institutionalism tradition perspective sociologically in particular. The value, in this case, refers to the right wing leaning on the borderline of white supremacy who wish to be brought back by Trump through his remarkable slogan: “Make America Great Again”. The article is based on the perspective of new-institutionalism tradition. The purpose of this paper is to analyze Trump’s winning strategy as a political actor in the political institution, how it is based on values that are socially constructed or culturally framed. During the work, the perspective of new-institutionalism tradition, qualitative approach and secondary data were used. The authors adopt a qualitative approach and use secondary data. The conclusions were made about Trump’s various controversial strategies in the US Presidential Election 2016 that were caused by the populist narratives he adopted in the campaign. The results obtained can be useful for political scientists, GR-managers, PR-managers in the field of politics, political technologists, and other related specialists.