The distribution or sale of promotional items is as old as election campaigns in the United States. Already, under George Washington one could obtain a commemorative button.
Here again, Donald Trump did not invent anything, but he is pushing this practice to an unprecedented level. After perfume (Victory 47) and shoes (Trump Sneakers), last week it was the Bible that he tried to monetize.
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As we prepared to celebrate Easter, did the Republican candidate go too far by trying to extract profits using the holy book?
Shared reactions from Christians
Since his arrival on the political scene, Trump has amazed with his ability to court the Christian electorate.
Even though believers know his background and consider him an imperfect messenger, they are convinced that God guides his thinking and decisions.
64% consider that the 45th president is a pious man and that the fervor of his faith is greater than that of his former vice-president, Mike Pence, although the incarnation of this moral and religious right.
Whether he was sincere or not, Donald Trump gave this electoral clientele exactly what they were looking for.
He presents himself as a slayer of the progressive left whose mission would be to persecute Christians and his three appointments to the Supreme Court ensure more conservative decisions for at least twenty years.
Despite the above, many Christians reacted vigorously upon learning that the Republican candidate was associating himself with the sale of the Bible.
“Sacrilege,” “heresy,” “blasphemy,” and “insult” are just some of the terms used to express anger and disgust.
While many cited passages from the Bible to support their remarks, I remembered this scene from the New Testament where Jesus drives out the sellers from the Temple.
A questionable strategy
While it is easy to understand that Donald Trump needs cash and that he is playing the “Messiah” card, on a political level, I am not convinced that his strategy is a winner.
Part of his electorate is made up of Christian nationalists who will perhaps snatch up his Bible and the documents that accompany it, but is it really prudent to risk alienating others?
Like Biden who cannot afford to lose support, the Republican knows that he cannot win by relying only on Christian nationalists.
Not only does Trump need everyone who is loyal to him, but he is still slow to adapt his message to attract more moderate Republicans and independents.
Does he hope to beat Biden in the swing states by banking on projects that divide even within his electorate?
Despite an easy victory over Nikki Haley, it’s impossible that Republican strategists didn’t notice the flaws in Trump’s candidacy.