WASHINGTON – During a recent rally in western Wisconsin, Donald Trump, the Republican presidential nominee, took a brief pause from discussing violent immigrant-related crimes to promise supporters he would return to his “making America great again” mantra, just not at that moment.

“We will get to that, don’t worry, we’re not there yet,” he stated during his speech in Prairie Du Chien on September 28. “Right now, this is dark. This speech has a dark tone.”

Such remarks have become increasingly common in his current campaign.

Since entering the political arena in 2015, Trump has employed harsh language, especially regarding immigrants. However, as the final weeks of his third presidential campaign approach, his rhetoric seems to have grown even more intense. His critiques of political rivals have shifted from claims of incompetence to labeling them as “mentally impaired;” he described migrants as dangerous with “bad genes,” and warned that World War III could be imminent.

A New York Times data analysis revealed that Trump is now using 32% more negative language compared to only 21% in his 2016 campaign. Additionally, the length of his rally speeches has also increased, averaging 82 minutes in this election compared to 45 minutes back in 2016.

Further studies align with this trend, such as a UCLA report from August that noted a rise in violent language used by the former president over time.

Attendees at Trump rallies appear to embrace his darker themes. Some even shout chants of “fight, fight, fight!” reminiscent of his response to an assassination attempt during a rally on July 13 in Butler, Pennsylvania, where a bullet grazed him. Tragically, another rally attendee, Corey Comperatore, lost his life in that incident.

Shane Chesher, a 37-year-old church maintenance worker who was present at both the shooting rally and a follow-up event on October 5, expressed belief that Trump has undergone real threats, pointing to the attempts on his life, which he feels obliges Trump to address national dangers more firmly.

“He’s simply highlighting the harsh realities around us,” Chesher shared with YSL News.

Following the shooting, Trump urged for unity. At the subsequent Butler rally, he paid tribute to the shooting victims, while also indicating, “we have an enemy from within, which may pose a greater threat than external forces.”

Moreover, he stated, “Our world is filled with evil, a truly sick world.”

While Trump has always been known for his assertive speaking style, analysts believe his rhetoric has become even more forceful during his current 2024 campaign.

“Trump tends to escalate his language when under pressure – when he senses that he is losing ground, he often becomes more aggressive,” explained Jennifer Mercieca, an expert on American political rhetoric at Texas A&M University.

Trump and his team, however, maintain that he is simply being forthright and honest about the current state of affairs.

“We cannot afford to be complacent,” Trump told supporters in Juneau, Wisconsin. “I aspire to be nice; I believe I am a nice person. But we cannot  if we lose this election, our country faces ruin.”

In recent weeks, Trump has escalated his personal attacks on adversaries considerably.

In his rhetoric, Vice President Harris and President Biden aren’t just “incompetent”, but are now labeled “mentally impaired.” Trump has gone as far as to call Harris “stupid” and “dumb as a rock.” He has branded her running mate Tim Walz as not just “weird” – a term Walz has used to describe Trump – but also a “total moron” and “sick.”

Trump believes police should not only tackle crime-ridden areas but also engage in a “really violent day” against supposed lawbreakers. He suggested, “One rough hour,” would suffice to deter crime, confidently stating that “the word will get out and it will end immediately.”

As for migrants, Trump has made alarming claims, suggesting they could “walk into your kitchen” and “cut your throat,” reiterating that “the very fate of the United States hinges on this election.”

Trump has long claimed that we are on the verge of World War III and has intensified this claim, especially with recent military conflicts involving Israel, Iran, Hamas, and Hezbollah. He warns that Israel might “cease to exist” if Harris assumes the presidency, although she has consistently supported Israel and its ongoing defense amid the ongoing conflict between Israel and Hamas.

Is This a Reaction to a Tougher Rival?

During the 2024 election cycle, Democrats have also resorted to intense rhetoric. Before stepping back from the race, President Joe Biden framed his reelection bid on the narrative that if Trump wins in November, it may spell the end of democracy for Americans.

Now that Biden is a lame duck and has handed the reins to Harris, the Democratic campaign has altered its tone towards a more positive outlook for the nation, reducing the mentions of “democracy” and increasing references to “freedom,” as noted by a Washington Post review of their public comments. Nonetheless, Harris cautioned in her acceptance speech at the Democratic National Convention about the “extremely serious” repercussions of Trump reclaiming the presidency and asserted in her recent Howard Stern interview that her Republican challenger has a “desire to be a dictator.” Additionally, crowds supporting Harris have expressed their disdain with chants of “lock him up” aimed at Trump, referencing his four criminal indictments.

“He’s got nothing uplifting to present to the American populace, just gloom,” stated Harris’ campaign spokesperson Sarafina Chitika.

On the campaign trail, Trump has made statements promising to lower costs for Americans, boost the country’s energy output, and implement significant immigration reforms, although he has provided limited details on these plans.

Another factor contributing to the increasing harshness of Trump’s rhetoric, according to opponents and political analysts, is his growing concern over polling data indicating a tight race with Harris in crucial swing states—a notable improvement for Democrats compared to Biden’s earlier polling figures.

Throughout the campaign, Trump has acknowledged that his advisors and Republican leaders want him to prioritize issues over personal attacks. However, he has also shown a strong inclination to believe that the latter tactic is more effective in swaying undecided voters.

While the nature of Trump’s language has certainly sharpened, analysts assert that his overarching strategy remains the same: Intimidate voters concerning his rival, be it Clinton, Biden, or Harris. Back in 2016, he branded Clinton, the Democratic candidate then, as “crooked” and incited chants of “lock her up.”

“Trump has been using personal attacks against his opponents since he started his political career in 2015, so this is sadly not a surprise,” noted Mercieca.

During his conversation with Harris on Tuesday, Stern brought up Trump’s repeated threats to target political rivals and asked, “If he wins, God forbid, would you feel safe in this country? Would you remain in the United States?”

Harris replied, “Howard, I’m doing everything in my power to ensure he doesn’t win.”

A study from UCLA, published in August, analyzed Trump’s speeches from 2015 to 2024 and stated that his current rhetoric emphasizes “us” less and increasingly uses “them,” often targeting groups like immigrants and so-called “elites.”

When asked for his take, Trump representative Steven Cheung did not specifically address Trump’s rhetoric but emphasized that he “has more drive and stamina than anyone in politics and is the smartest leader this nation has ever known.”

Liz Mair, a Republican consultant opposing Trump, mentioned that while Trump has always made shocking statements, they typically contained “some element of truth;” now, however, that’s not the case. For example, during last month’s debate with Harris, Trump inaccurately claimed that Haitian migrants in Springfield, Ohio, have been responsible for pet disappearances.

“Now he’s just asserting things that are completely invented and devoid of any factual basis,” Mair commented.

Long-time observers of Trump suggest that the tone of his speeches is a part of a calculated strategy to engage the crucial swing voters who are likely to influence the outcome of the election in November.

Columnist Johan Goldberg, in the Los Angeles Times, remarked that “Trump’s increasingly vile rhetoric aims to win over undecided voters,” especially targeting those who do not regularly participate in elections.

“If you usually don’t vote, policy debates won’t inspire you,” Goldberg expressed. “But being told that America’s very survival hinges on it just might.”