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Editor's Note: Ruth Ben-Ghiat is a frequent contributor to CNN Opinion and a professor of Italian history and studies at New York University. Write about authoritarianism and propaganda. Follow her on @ruthbenghiat. The opinions expressed in this comment are solely those of the author. Read more opinion articles on CNNe.com/opinion
(CNN) - "One of the curses of American society is the simple act of shaking hands," wrote the former germophobic, now President Donald Trump, in his 1997 book, "The Art of the Comeback." Upon entering politics, he had to get used to this form of contact, but still avoided it whenever possible. This makes his refusal to wear protective gear in public, and his enthusiasm for shaking hands for the cameras once the coronavirus hit the United States, defying expert advice to avoid the practice, all the more curious.
The authoritative playbook that follows as president offers some explanations. Like other illiberal leaders, Trump's response to the covid-19 emergency has been determined not by the well-being of those he rules, but by personal agendas, if any, the need to improve his chances of reelection in November. This has required a massive disinformation campaign by his administration to minimize the severity of the public health crisis and present Trump as a competent and dominant leader who is hitting his enemy, the virus.
For the same reason, he has tried to raise doubts about the need for mass testing: more tests mean more reported cases, which could damage his popularity ratings and delay the relaunch of business, jeopardizing his chances for reelection.
Trump recently informed his advisers that wearing a face mask "would seem ridiculous" and "would send the wrong message" to potential voters - he is allegedly prioritizing public health over the economy - even though the disease is on the rise in United States.
So only he is exempt from a new White House policy that says West Wing employees must wear face masks. He also wore no mask in public when he visited a Honeywell plant in Arizona that became a producer of protective gear (he briefly wore one behind the scenes, but removed it for the photo).
Of course, the argument that Americans must choose between economic and physical health is based on false opposition. It is evident that national productivity would be harmed by the massive death that experts such as Dr. Anthony Fauci, director of the National Institute of Allergy and Infectious Diseases of the USA, warned that it could result from a premature relaxation of social distancing and edicts to stay home. However, for Trump, restarting the economy is what will please his trade allies and major donors.
It also produces a society that looks as normal as possible on television. For this expert propagandist, optics is everything.
Also, real men don't wear face masks; at least, that's the message Trump sends through his behavior. Like all authoritarians, the President cultivates an aura of male invincibility. In December 2015, during his election campaign, Trump tweeted that "I have instructed my long-time doctor to issue, in two weeks, a full medical report, which will show perfection." Dr. Harold Bornstein legalized this fantasy, writing, in five minutes, while Trump's limousine waited, a statement that "Trump's physical strength and endurance are extraordinary."
Now, Trump seems to be asking all Americans to believe the same: that his superior fitness means he is immune to harm and does not need to follow the rules of lesser mortals. After all, the alpha male appeal of authoritarian leaders is that they can get away with breaking the rules. What consolidates your power and inflates your egos and bank accounts sounds like good policy.
Therefore, it is more than appropriate that Trump has approved the production of his own Trump-branded red face masks for supporters, which will be given away in exchange for donations. And there really couldn't be a more perfect symbol of the Trump presidency: Even in the midst of a national calamity, everyone becomes an advertisement for their personal brand. Trump supporters who cheerfully put on those face masks should wonder why the leader they think cares about them isn't wearing one too.
coronavirus