{"id":10100,"date":"2026-10-02T09:44:16","date_gmt":"2026-10-02T09:44:16","guid":{"rendered":"https:\/\/www.aom.org\/today\/?p=10100"},"modified":"2026-10-02T13:44:32","modified_gmt":"2026-10-02T13:44:32","slug":"when-trump-feels-the-heat-he-changes-the-subject","status":"publish","type":"post","link":"https:\/\/www.aom.org\/today\/when-trump-feels-the-heat-he-changes-the-subject\/","title":{"rendered":"When Trump Feels the Heat, He Changes the Subject"},"content":{"rendered":"

By Daniel Butcher<\/a><\/p>\n

U.S. President Donald Trump has shrugged off mistakes and bounced back from a list of scandals in part by manipulating the media and controlling the narratives about himself and his presidency.<\/p>\n

According to Academy of Management Scholar Jeffrey Sonnenfeld<\/a> of the Yale School of Management, who moderated the panel \u201cThe Framers of 1776 vs. The Nation\u2019s Leadership In 2026; Is the Vision Now Vivid or Blurred?<\/a>\u201d at the 2026 AOM Annual Meeting in Philadelphia, Trump will do seemingly self-destructive things but usually has a method to his madness\u2014or at least is successful in changing the subject. Sonnenfeld, along with Steven Tian, also of Yale, has authored the book Trump\u2019s Ten Commandments: Strategic Lessons from the Trump Leadership Toolbox<\/em><\/a>.<\/p>\n

\u201cFriends of ours in the media and at many voting-rights organizations are absolutely right to be harshly critical of Trump, but where they get it wrong is to presume that these are all as impulsive as they seem, because often they do seem to be emotionally charged,\u201d Sonnenfeld said. \u201cHe has a stocked shelf of these things that he uses to change the subject, these go-to ways to spark outrage and other strong reactions\u2014these are deliberate choices.<\/p>\n

\u201cHow could that be, especially with his poll numbers falling to record lows? Right now we see he\u2019s looking for scapegoats,\u201d he said. \u201cHe\u2019s trying to deny the reality of the war in Iran, high inflation, and poor poll numbers, so he\u2019s trying to use that sleeper effect, saying the numbers aren\u2019t what the numbers are, as he did with the false story about Haitian immigrants eating pets. He does the same with elections, claiming that the 2020 presidential election was rigged and insisting that every down-ballot Republican candidate was just fine, but some bamboo fibers on ballots prove that fraudulent ballots had been secretly flown into Arizona from Asia to tip the election in favor of Biden.<\/p>\n

\u201cI mean, that\u2019s ludicrous; there\u2019s no basis in fact, but he\u2019ll keep saying it.\u201d<\/p>\n

Trump\u2019s repeated mentions of baseless conspiracy theories have led many to speculate whether he deploys falsehoods tactically or whether he actually believes them himself.<\/p>\n

\u201cI\u2019m not classifying him as a sociopath\u2014I\u2019m not a psychiatrist, and I have never examined him,\u201d Sonnenfeld said. \u201cBut psychiatrists will tell you that somebody who has sociopathic tendencies is so rigid and convinced of their righteous position that the therapist is the one who\u2019s more changed by the interaction with the patient. The patient is so self-confident that they start to breed a little bit of self-doubt in the mental-health professional: \u2018Maybe I don\u2019t have this quite right. Maybe there\u2019s something about him I don\u2019t understand,\u2019\u201d he said.<\/p>\n

\u201cTrump is the only person who will find these different distractions\u2014it\u2019s the new shiny object, and it\u2019s always just another one of these elements that generates press coverage and gets people talking about something else.\u201d<\/p>\n

As per Sonnenfeld, Trump is a master of spinning narratives to control the public conversation.<\/p>\n

\u201cIf things aren\u2019t going well for him with the Epstein Files material, and there are three million pages, and then the ones that are released are heavily redacted with names of victims released and names of predators protected, but then there are another three million files that are not released at all,\u201d Sonnenfeld said. \u201cWhat\u2019s going on there?<\/p>\n

\u201cAnd as people are hunting that down and trying to get to the bottom of it, he mentions a conspiracy theory, or sends out a racist meme on Truth Social,\u201d he said. \u201cOr when a reporter asks him about the affordability issues in the context of tariffs and inflation, or healthcare, or the Iran quagmire, or other fronts, what does he do?<\/p>\n

\u201cHe comes up with a distraction and changes the subject.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

By Daniel Butcher U.S. President Donald Trump has shrugged off mistakes and bounced back from a list of scandals in part by manipulating the media and controlling the narratives about himself and his presidency. According to Academy of Management Scholar Jeffrey Sonnenfeld of the Yale School of Management, who moderated the panel \u201cThe Framers of […]<\/p>\n","protected":false},"author":4,"featured_media":9697,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_ppma_block_editor_authors":""},"categories":[71,29,19,78],"tags":[],"sp_smart_badges":[],"ppma_author":[70],"class_list":["post-10100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communicating","category-emotions","category-leadership","category-policy"],"acf":[],"yoast_head":"\nWhen Trump Feels the Heat, He Changes the Subject - Academy of Management Today<\/title>\n<meta name=\"description\" content=\"U.S. President Donald Trump has shrugged off mistakes and bounced back from a list of scandals in part by manipulating the media and controlling the narratives about himself and his presidency.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aom.org\/today\/when-trump-feels-the-heat-he-changes-the-subject\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Daniel Butcher\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/when-trump-feels-the-heat-he-changes-the-subject\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/when-trump-feels-the-heat-he-changes-the-subject\\\/\"},\"author\":{\"name\":\"Daniel Butcher\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/#\\\/schema\\\/person\\\/d1297a59039d9ca7bac9d9f0952e508c\"},\"headline\":\"When Trump Feels the Heat, He Changes the Subject\",\"datePublished\":\"2026-10-02T09:44:16+00:00\",\"dateModified\":\"2026-10-02T13:44:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/when-trump-feels-the-heat-he-changes-the-subject\\\/\"},\"wordCount\":653,\"image\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/when-trump-feels-the-heat-he-changes-the-subject\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.aom.org\\\/today\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan.jpg\",\"articleSection\":[\"COMMUNICATING\",\"EMOTIONS\",\"LEADERSHIP\",\"POLICY\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/when-trump-feels-the-heat-he-changes-the-subject\\\/\",\"url\":\"https:\\\/\\\/www.aom.org\\\/today\\\/when-trump-feels-the-heat-he-changes-the-subject\\\/\",\"name\":\"When Trump Feels the Heat, He Changes the Subject - 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You can reach him at dbutcher@aom.org or via LinkedIn.","sameAs":["https:\/\/aomtodayprod.wpenginepowered.com","https:\/\/www.linkedin.com\/in\/danielbutcher"],"url":"https:\/\/www.aom.org\/today\/author\/daniel-butcher\/"}]}},"authors":[{"term_id":70,"user_id":4,"is_guest":0,"slug":"daniel-butcher","display_name":"Daniel Butcher","avatar_url":{"url":"https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/01\/DanButcher_Academy-of-Management.webp","url2x":"https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/01\/DanButcher_Academy-of-Management.webp"},"author_category":"1","first_name":"Daniel","last_name":"Butcher","user_url":"https:\/\/aomtodayprod.wpenginepowered.com","job_title":"Managing Editor, AOM Today, Academy of Management","description":"Daniel Butcher is a writer and the Managing Editor of AOM Today at the Academy of Management (AOM). Previously, he was a writer and the Finance Editor for <i>Strategic Finance<\/i> magazine and <i>Management Accounting Quarterly<\/i>, a scholarly journal, at the Institute of Management Accountants (IMA). Prior to that, he worked as a writer\/editor at <i>The Financial Times,<\/i> including daily FT sister publications <i>Ignites<\/i> and <i>FundFire<\/i>, as well as Crain Communications\u2019s <i>InvestmentNews<\/i> and <i>Crain\u2019s Wealth<\/i>, eFinancialCareers, and Arizent\u2019s <i>Financial Planning, Re:Invent|Wealth, On Wall Street, Bank Investment Consultant<\/i>, and <i>Money Management Executive<\/i>. He earned his bachelor\u2019s degree, Cum Laude, from the University of Colorado Boulder and his master\u2019s degree from New York University. You can reach him at <a href=\"mailto:dbutcher@aom.org\" target=\"_blank\" rel=\"noopener\">dbutcher@aom.org<\/a> or via <a href=\"https:\/\/www.linkedin.com\/in\/danielbutcher\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>."}],"rttpg_featured_image_url":{"full":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan.jpg",7744,5163,false],"landscape":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan.jpg",7744,5163,false],"portraits":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan.jpg",7744,5163,false],"thumbnail":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan-150x150.jpg",150,150,true],"medium":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan-300x200.jpg",300,200,true],"large":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan-1024x683.jpg",800,534,true],"1536x1536":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan-1536x1024.jpg",1536,1024,true],"2048x2048":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan-2048x1365.jpg",2048,1365,true],"owl_elementor_thumbnail":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan-600x400.jpg",600,400,true],"owl_elementor_team":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan-350x450.jpg",350,450,true],"owl_elementor_testimonial":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/09\/U.S.-President-Donald-Trump-departed-White-House-visit-to-state-of-Michigan-100x100.jpg",100,100,true]},"rttpg_author":{"display_name":"Daniel Butcher","author_link":"https:\/\/www.aom.org\/today\/author\/daniel-butcher\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/www.aom.org\/today\/category\/communicating\/\" rel=\"category tag\">COMMUNICATING<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/emotions\/\" rel=\"category tag\">EMOTIONS<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/leadership\/\" rel=\"category tag\">LEADERSHIP<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/policy\/\" rel=\"category tag\">POLICY<\/a>","rttpg_excerpt":"By Daniel Butcher U.S. President Donald Trump has shrugged off mistakes and bounced back from a list of scandals in part by manipulating the media and controlling the narratives about himself and his presidency. 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