Against the backdrop of the unpopular war in Iran, U.S. Defense Secretary Pete Hegseth announced on July 15, 2026, that the Pentagon would begin testing male military personnel aged 30 and above for low testosterone levels. The Department of Defense later stated that this would include assessing symptoms of low testosterone, such as "decreased libido, loss of spontaneous morning erections, erectile dysfunction, decreased energy and physical performance, impaired attention, reduced muscle mass, and low mood."

Combining a tough masculine temperament and militarism with suggestions that phenomena such as "spontaneous morning erections" are necessary for warfare reflects the current government's tendency to mix fascist ideas and symbols with clearly awkward expressions, or what I refer to as "embarrassing fascism."

For some time now, writers, historians, and public intellectuals have been debating whether Donald Trump's presidency can be considered "fascism." Some argue that this claim is exaggerated or inaccurate, while others see it as a useful and accurate ideological label.

In any case, it is difficult to deny that the Trump administration frequently uses fascist imagery and symbols in its official statements.

This is where the concept of “embarrassing fascism” comes into play. In the online context, “cringe” refers to a feeling of embarrassment for someone else: when someone posts content that should be embarrassing, but they themselves don’t seem to find it so.

In the case of the Trump administration, its members borrowed fascist or authoritarian language and symbols, yet presented them in a way that is often ridiculed by commentators as blatantly absurd or embarrassing – that is, “cringe”.

But the apparent humor of these ideas – much like Hergessus’s testosterone policy – obscures a more serious reality that some critics see as having fascist overtones. More importantly, this is also why “cringe” is effective: it can stir up enthusiasm among conservative voters by provoking the left, while reducing serious policy debates to online memes.

As the United States prepares to face mid-term elections, as well as the inevitably fierce presidential election in 2028, these considerations regarding Trump's authoritarian tendencies are being put to the test. This is particularly evident as he continues to threaten the integrity of the elections, deploys immigration and other federal law enforcement officers on American streets in a highly controversial manner, and attempts to target the media by restricting their reporting rights.

Reconstructing the Image of Fascism in the Internet Era

As a scholar who studies conspiracy theories, I am surprised by some of the more overt attempts by members of Trump's inner circle to repackage fascist imagery.

For example, the Department of Homeland Security used the imagery of "blood and soil," which carries connotations of racial nationalism and fascism, in its slogan propaganda; another example is encouraging new recruits from the United States Immigration and Customs Enforcement (_ICE) to "defend the motherland."

There is also the act of labeling the media as "enemies of the people," which echoes the tactics of past totalitarian leaders; subsequently, Trump banned mainstream media from entering the White House and launched Trump TV as a national channel. Critics argue that such attacks and restrictions on the media are typical characteristics of fascist tactics.

What is even more overtly borrowing fascist tactics is that Trump posted a mock-up image of the new uniform for the Space Force on social media. The post claimed that its inspiration came from Paul Van Hoven's "Stargate SG-1," a work in which the soldiers are deliberately modeled after the Nazi fascist aesthetics and ideology.

The rise of "embarrassing fascism"

Beyond the tactics of authoritarianism and fascism, it seems that the Trump administration also cannot escape a sense of "embarrassment."

Recent examples include: The White House posting a picture on Twitter of Trump depicted as a video game character, with him wearing a sleeveless blue suit and having exaggerated muscles; or sharing a AI parody video of the new version of “The Legend of Zelda: Ocarina of Time,” in which pixelated Trump clumsily runs around on the White House lawn. There was also a post that depicted Trump as Green Lantern, having him use a magic ring to raise a ghost-like border wall, launch military attacks, and save American industry.

On one hand, the Trump administration seems determined to keep its party in power and to advance a set of transformative MAGA policy agendas. On the other hand, Trump seems unable to avoid some awkward impromptu remarks, such as his comments about male bodies, which do not fit with his image of a tough guy. It is quite surreal to see this “commander-in-chief” talking at length about the buttocks of Ohio Senator Jon Hesterd.

Trump's seemingly incongruous statements coincide with the Defense Secretary's promotion of a hyper-masculine temperament within the military through testosterone testing, reflecting a strong blend of masculinity and a sense of military superiority, which has long been one of the hallmarks of fascism. Such policies also contradict the way the professional military has presented itself under previous administrations.

A journey of "embarrassment" towards the midterms

The mixture of fascist aesthetics and “embarrassing” posts highlights the contradictions within the Trump administration.

When observers witness these clumsy online performances, it is difficult to dismiss critics' claims that Trump's second term is becoming increasingly "fascist" as unfounded. However, when the official communications from the White House and federal agencies are characterized by tough statements, provocation, and even embarrassment, the policies behind them may very well be overshadowed as a result.

It's difficult to determine whether this "embarrassing" trend is always intentional, but it undoubtedly confuses and even makes both Trump's supporters and opponents laugh. However, this also obscures the authoritarian actions of the current government that many critics denounce, and these comparisons to fascism continue to spark public discussion.

The masked ICE agents continued to operate under certain legal protections granted by the White House. In their pursuit and encirclement of those widely accused of illegal entry, they sometimes even caused fatal consequences.

Similarly, the Department of Homeland Security announced that ICE agents could be deployed at polling sites, and it is reported that this agency also attempted to obtain voter information in order to strengthen monitoring and investigate alleged election fraud.

This “embarrassing” use seems like a ridiculous, even unconscious approach, and this government – as demonstrated by former press secretary Katie Zakaria’s tenure of just five days – often makes itself the target of mockery and satire. Yet, it is precisely for this reason that this tactic may have such a strong strategic effect: it turns policy and ideological choices that could lead to serious consequences into a game of memes and online banter.

Matthew N. Hannah, Associate Professor of Rhetoric, Politics, and Culture at the University of Wisconsin-Madison

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