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Friday 17 September |

Trump—and Transubstantiation?

Deacon Greg Kandra - published on 03/10/16

In the New York Times, of all places, TV critic James Poniewozik has this observationabout Donald Trumps branding exercise the other night:

The steaks in a presidential election have never been higher. After his victories in the Michigan and Mississippi Republican primaries on Tuesday night, Donald J. Trump held a news conference at his golf resort in Jupiter, Fla., in which he briefly turned cable news networks into his own personal warehouse club. With the usual row of United States flags was a display table of products: America’s brand alongside Mr. Trump’s, not necessarily in that order. There was Trump Water, wines from Trump Winery and, above all, a bloody heap of steaks. It was the most brazen display of meat in an American presidential campaign since last Thursday’s Republican debate. …Branding, Mr. Trump’s specialty, is the capitalist version of transubstantiation. The businessman-celebrity bestows his blessing on a humble slab of meat and lo, it becomes a Trump Steak. The word made flesh, water and wine — from a candidate who once referred to the New Testament book as “Two Corinthians.” It was like the wedding at Cana meets the miracle of loaves and fishes, had they been catered by Ruth’s Chris.

Read it all.

Photo: Getty Images

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