Because spoken words disappear as soon as they’re uttered, oral cultures value repetition to aid memory. Bards in oral societies make use of stock phrases and mnemonics to keep track of their train of thought. They traffic in epithets and “enthusiastic description of physical violence,” in Ong’s words, because conflict is more memorable than dispassionate discussion. Speakers can’t edit their words the way writers can, so they press on without admitting their mistakes. If they later contradict themselves, they don’t expect the audience to recall their earlier statements. Meaning depends on the identity of the speaker, not on any concept of objective truth.

It is unlikely that Donald Trump has familiarized himself with Orality and Literacy. But if he did, he might recognize himself in Ong’s description. Trump’s communication style is perfectly suited to an oral society. He employs epithets—“Low-Energy Jeb,” “Little Marco,” “Sleepy Joe”—that are easy to remember and repeat. He contradicts himself as though there is no record of his previous statements. Even his writing is almost indistinguishable from his speech. (It makes sense; Trump reportedly prefers dictation to composition.) His online posts are full of idiosyncratically placed punctuation, capital letters, and exclamation points. Many are memes with little text: One featured an image of an American warship hitting an Iranian airplane with a laser beam and included the phrase “Lasers: Bing, Bing, GONE!!!”