The White House Communications Operation Faces Scrutiny Over Messaging Tactics

In a startling parallel to historical propaganda techniques, the Trump administration has developed a sophisticated modern messaging machine that experts say mirrors Russia’s “firehose of falsehood” propaganda model. The administration’s approach to immigration policy showcases this strategy in action, with repetitive messaging across multiple platforms designed to shape public perception.

When most Americans think of propaganda, they conjure images of World War I posters featuring Uncle Sam declaring “I Want You for the U.S. Army.” Yet propaganda remains a powerful tool in contemporary politics, defined by Edward Bernays in 1928 as “a conscious and continuous means of influencing public attitudes about a particular subject.” Bernays described propagandists as “invisible governments” that control public opinion by shaping perceptions.

The current administration’s communication strategy bears striking similarities to what analysts call the Russian “firehose of falsehood” model. This approach is characterized by high-volume messaging, rapid deployment, continuous repetition, and a notable disregard for objective reality and consistency. Since his first presidential campaign, Trump has employed high-volume, repetitive partisan rhetoric that often contradicts established facts.

Immigration has been a central focus of this messaging strategy. The president has repeatedly characterized immigrants using inflammatory language, referring to them as “illegal monsters,” “rapists, killers and gang members,” and claiming they represent “the largest invasion in the history of our country” while “taking your jobs.” The Marshall Project, which analyzed over 350,000 of Trump’s public statements, found he has called immigrants criminals more than 575 times, claimed they steal public benefits 270 times, and justified mass deportation over 50 times.

This messaging intensifies on social media platforms. The White House Instagram account frequently posts deportation-themed memes, including nostalgic edits captioned “life after all criminal aliens are deported,” pop culture references like a “Mean Girls” October 3 meme stating “It’s October 3rd. A great day for deportations,” and content labeled “ASMR: Illegal Deportation Flights.” Recently, the administration shared a manipulated video mocking Senate Minority Leader Chuck Schumer and House Minority Leader Hakeem Jeffries, with the latter depicted wearing a sombrero with mariachi music playing.

The video, which played on loop during a White House briefing, was presented as a response to the administration’s claim that Democrats caused the government shutdown by demanding subsidies for unauthorized immigrants. Like much of the administration’s immigration messaging, fact-checkers have determined these claims diverge significantly from reality.

Government data contradicts the narrative that most immigrants entering the U.S. are criminals. Currently, 16,523 people in immigration detention have no criminal records, while 15,725 have criminal charges and 13,767 have pending charges—which, analysts note, are accusations rather than proof of guilt. Economic studies also refute claims that immigrants drain benefits, with research showing the labor market is absorbing immigrants while maintaining low unemployment for U.S.-born workers.

The government shutdown narrative similarly misrepresents Democratic positions. Democrats have primarily sought to protect funding for Americans who rely on Affordable Care Act subsidies—programs for which immigrants are not eligible—and to reverse provisions in Republican tax legislation that removed health benefits from legal immigrants, refugees with protected status, and former DACA recipients.

Communications experts warn that the consistency of these claims across multiple channels increases the likelihood that people will perceive the messaging as credible, potentially legitimizing controversial government policies. The White House voicemail currently repeats the narrative that Democrats caused the shutdown because “they care more about funding healthcare for illegal immigrants than they care about serving you”—a message that may violate the Hatch Act, which prohibits most government employees from engaging in political activity while on duty.

Political theorist Max Weber would describe the administration’s “bringing America back” rhetoric as an appeal to traditional legitimacy—the idea that actions are valid because they align with historical practices. Critics argue this approach fabricates a nostalgic past that never existed while potentially enabling oppressive policies.

As the nation confronts these communication tactics, media literacy experts emphasize the importance of recognizing propaganda strategies that undermine democratic discourse through repeated falsehoods, fear-mongering, and distortion of facts.