Steven Cheung has been appointed as the new communications director for the White House, as announced by the president-elect on Friday. Cheung, who previously served as the communications director for Trump’s campaign, is known for his combative and direct approach, reminiscent of his background as a former spokesperson for the Ultimate Fighting Championship (UFC).
Throughout the campaign, Cheung made headlines for his blunt remarks, including calling Vice President Kamala Harris a “stone cold loser” and attributing the backlash against Trump to what he termed “Trump Derangement Syndrome.” His statements often included sharp criticisms of media figures, which he used as a means of deflecting controversies surrounding Trump’s statements and actions.
In the final days of the 2024 campaign, Cheung addressed a controversial comment made by Trump regarding the press, emphasizing that Trump was not advocating for violence but rather suggested that media could benefit from increased safety measures. Cheung’s role is characterized by a mixture of fiery rhetoric and a pragmatic approach to working with the media, a duality that could shape communications strategy moving forward.
Apart from his experience in the Trump campaign, Cheung has an extensive background in Republican politics, having previously worked for various mainstream campaigns and even in the White House during Trump’s first administration. His Sacramento roots and career trajectory highlight his dedication to the Republican cause.
This appointment signals a continuation of Trump’s distinctive communication style in the White House, which could further amplify the dynamic between the administration and the press. As Cheung steps into this pivotal role, there’s a chance his experience and unique background in sports communications could provide fresh strategies to engage with both supporters and critics alike.
In light of this new appointment, many are hopeful that Cheung’s expertise could foster a more constructive dialogue and perhaps mitigate tensions between the White House and the media landscape.