Riling up the Base argues that stereotypes (especially those relating to immigration, race/ethnicity, and gender), not policies, secured Trump's election win and the ongoing support he enjoys. From his 2015 campaign announcement through his presidential term and in his time out of office, Donald Trump has used stereotypes as a routine feature in his rhetoric. This book defines them as a crucially important strategy for attracting, retaining, and energizing voters. Covering topics like persuasion, agenda setting, critical race theory, and semiotics, the authors use a holistic and interdisciplinary approach to unpack how Trump motivates his base. This book provides a full aggregate explanation of the seemingly mesmerizing attachment and adoration his core supporters feel by explaining the way seemingly disparate theories work both alone and together to expose the mechanisms at play.