For all of Donald Trump’s rhetorical innovations, personality quirks, and alleged criminal malfeasance, what has made him truly unique as a political figure is how much he has merged fan culture with American politics. It’s not unusual for Americans to idolize presidents—Ronald Reagan and Barack Obama are still actively revered by many—but no other president has inspired the same level of merchandise lines or themed car flags. A MAGA bumper sticker often isn’t simply a statement of loyalty; it’s a cultural signifier of community much like the dancing bear bumper sticker is for a Grateful Dead fan.
Nowhere is this more clear than at Trump’s rallies. He’s turned his campaign events into something that has more in common with a Bruce Springsteen concert than a Harry Truman whistle-stop tour.
People like this seem to need to have someone who projects confidence and strength (at least as far as they see it) to follow. It eases their feelings of insecurity, which conservatives prey on.
I have reason to think that religion works the same way.