Donald Trump’s name appeared in metal letters on December 3 above the Institute of Peace, and was later added on December 19 above the Kennedy Center. Trump had forcefully taken control of this institution as soon as he returned to the White House, citing an urgent need for “de-wokification” – a necessity no one had previously recognized.
On Tuesday, December 23, the US president announced the construction of a new class of warships named after himself, assuring that he would make sure they were beautiful – at least in his own eyes, and if the project actually materializes. The Treasury might also mint, to mark the 250th anniversary of the United States Declaration of Independence in 2026, a $1 coin featuring his likeness on both sides.
One could laugh or be unsettled by this in a country founded on rejecting the British Crown, where Congress passed a law in 1792 stating that American coins should feature only an allegory of liberty and an eagle. It was not until the 150th anniversary of the republic, in 1926, that the sitting president, Calvin Coolidge, had his profile engraved on a half-dollar coin, appearing behind George Washington’s. Trump’s obsession with putting his name everywhere has followed him throughout his career. His two-time election to the presidency has not changed that. His second term has remained one of relentless branding and product placement. During a visit to the White House, the interim president of Syria, Ahmed al-Sharaa, a former jihadist, was even sprayed with Trump-branded perfume by his host.
Narcissism and greed
The US president saw little reason to hold back, since the concept of conflicts of interest has disappeared in Washington. The announcement that the US would host the 2026 G20 summit at one of his Florida properties met with no opposition – unlike what happened in 2019 when Trump tried to host a G7 summit at the same location. According to the Wall Street Journal, his family business empire has generated at least $4 billion in revenue since his re-election. This is unprecedented for a sitting president whose cabinet includes a record number of billionaires and millionaires, while the cost of living remains a pressing concern for ordinary Americans.
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Fonte: Le Monde
