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While all the United States presidents have tried to control the media tools at their disposal in order to promote their action, the use Donald Trump is making of the press and social networks is quite unprecedented, both in form and in content. Being inseparably president, businessman and former star of reality tv, he is pursuing a communication strategy that promotes the narrative of a society based on identity and of a president who does not shed adversity. On the other hand, the press oscillates between fascination and fear of manipulation.