Velasco Molpeceres, Ana MaríaRodríguez Hernández, JonattanOrtega Fernández, Eglée Andreina2026-04-072026-04-072026-03-14Molpeceres, A. V., Hernández, J. R., & Fernández, E. O. (2026). The Spectacle of Power: Hybridisation and Digital Populism in White House Communication (2025). Social Sciences, 15(3), 186. https://doi.org/10.3390/socsci1503018610.3390/socsci15030186https://hdl.handle.net/20.500.14352/134453This article examines the institutional communication of the White House on X (formerly Twitter) during the first nine months of Donald Trump’s second presidency (January–October 2025). Through a mixed-methods approach that combines thematic, network, and lexical–discursive analysis, the study explores how the presidential account (@WhiteHouse) integrates informational, emotional, and performative dimensions within a hybrid media system. The dataset comprises 4297 tweets, analysed through Graphext, NodeXL/Gephi, and Sketch Engine. The findings reveal that audiovisual and symbolic content dominate over political or policy-related topics, while financial and technological actors occupy central positions in the network of mentions. Lexical analysis highlights three semantic nuclei —Trump, President, and America— that structure a moralised and affective narrative of leadership. The results reflect that White House communication operates as a hybrid and post-bureaucratic model, where political legitimacy increasingly depends on visibility and reputational association with market logics.engAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/journal article2076-0760https://doi.org/10.3390/socsci15030186https://www.mdpi.com/2076-0760/15/3/186open access316.77:32(73)white houseDonald TrumpPolitical communicationpopulismsocial mediaPolíticaOpinión pública (Ciencias de la Información)Comunicación social59 Ciencia Política5910.02 Medios de Comunicación de Masas