In my last post, I awkwardly name-dropped a book to admit I hadn’t read it — namely Robert McDonald’s Works Like a Charm: Incentive Rhetoric and the Economization of Everyday Life, available wherever fine books are sold. Since then I have in fact read it and want to discuss some connections with my notion of a Trumpian “shove” as the successor to the neoliberal “nudge.” What follows is not a full account of the book — which, along with being a great critique of “nudge” rhetoric, also turns out to be an accessible primer on Lacan (with depressingly relevant examples) — but a sampling of some key concepts that I find especially applicable to Trump’s heretical neoliberalism.

McDonald’s Lacanian approach allows him to see some internal dynamics of the nudge that otherwise would not be as evident. (I will spare you the Lacan and give you the pay-off.) First, he notes that nudges never live up to their promise of seamless unconscious manipulation of behavior. Instead, they always announce themselves more or less clearly, spurring the subject to begin questioning what the nudger wants from them — and possibly rebelling against the intended outcome simply out of annoyance at the attempted manipulation. For this reason, nudges generally don’t work, and presumably the nudgers know they don’t work. Hence McDonald concludes that nudges are not actually directed at the ostensible nudgees, but are messages sent to some presumed third party. For example, the attempts to “incentivize” a return to work post-covid by removing unemployment benefits had not apparent impact on employment — but they were a powerful message that everyone should get back to work and no longer expect any mollycoddling (my term, not McDonald’s). Finally, the nudge paradigm as a whole sends a broader message of despair, signalling clearly that any deliberate collective project is impossible. This opens up a performative contradiction, because on the one hand, only the market can be trusted to deliver any social benefit, but on the other hand, the market is apparently not achieving that on its own and needs tinkering by expert state actors.

Applying these to Trump’s “shoves” — his attempts to use economic inducements to blackmail people into his desired behavior — I think we get further evidence that Trump is a heretical mutation of the neoliberal project. First of all, like a classic nudge, Trump’s “shoves” generate a lot of questions as to what he really wants, but in contrast to the neoliberal apparatchik, Trump’s desire is fundamentally unknowable — apparently even to himself. Hence investors and political commentators all assumed, up to the weekend before they were set to take effect, that Trump would call off his harsh tariffs against Canada and Mexico. And at the last minute he did, at least temporarily, after securing concessions that most observers agree were already happening (and, bizarrely, conceding to Claudia Sheinbaum’s demand that he take more action to stop the flow of guns into Mexico). Will he find another excuse to kick the can down the road in early March? Presumably, but who knows?

What is at stake here is more than simple incoherence or inconsistency — and we are certainly not dealing with some game of 11-dimensional chess where Trump is skillfully deploying Nixon’s “madman strategy.” Where the nudger ostensibly sought to influence the behavior of the nudgee for the sake of some particular end, Trump’s shoves seem to be nothing but the assertion of dominance and control for its own sake. And we can see that the same ambition was present in the original nudge paradigm, which promised a form of seamless social control without political conflict. Surely what made nudging so appealing to people like Barack Obama was not the series of piecemeal social gains they could deliver (increasing uptake of 401(k)’s by 6%!) but the very idea that “smart” policymakers could gently guide society from behind the scenes without indulging in anything so vulgar as political contestation.

In practice, many subjects were offended by the implied blackmail of the nudge — and in protest, they have helped to elect someone who took away the implication but kept the blackmail. But, importantly, they are no longer the people being nudged. Rather, the deep state wreckers and DEI elites and, above all, foreigners are finally getting a taste of their own medicine. This is why Trump and company have targetted arguably the most sympathetic and beneficial use of government money (USAID) for absolute elimination and why they began their tariff crusade by threatening to blow up relations with our closest neighbors — to send the message that they will be swayed by no moral claim, especially not a claim of loyalty. All that matters is the brute fact of economic competition, which Trump is attempting to rig so that America wins every time (instead of merely most of the time). Any other concern or priority is not merely a distraction from the important task of “winning” every economic statistic, but an active deception and a ploy.

And that brings us to the performative contradiction of Trump’s agenda. If the classic nudgers were testifying to the failure of the state to organize collective life, Trumpian shoves presuppose the failure of the economy itself — and on a global scale. In his very desperation to gain the approval embedded in the economic statistics he has chosen to target (coming out “ahead” in all trade balances), Trump implicitly invalidates all previous economic outcomes as illegitimate, tainted as they are by wokeness and meddling foreigners. And his attempt to assert American domination presupposes that America has been almost comically weak for basically the entire postwar era, allowing even Canadians to manipulate them into unfavorable trade deals.

This disconnection from reality is what makes Trump so scary, but it is also what makes him weak. Indeed, on his own terms, Trump cannot possibly succeed, because he has deprived himself of any standard of judgment other than his own irritable whim — which will never be satisfied and which, ironically, makes him extremely vulnerable to people who manipulate him by setting up incentives and fooling him into thinking their preferred outcome is his own choice.