Steven Cheung has been appointed as the new communications director for the White House, as announced by President-elect Donald Trump. Cheung, who previously served as the communications director for Trump’s campaign, is known for his assertive style and unfiltered statements that often resonated with Trump’s combative approach to media relations.
Cheung’s background includes being a spokesperson for the Ultimate Fighting Championship, where he gained a reputation for his tenacious defense of the brand. This fighting spirit has carried over to his role in Trump’s campaign, where he was known for his sharp criticism of opponents, labeling Vice President Kamala Harris a “stone cold loser” and directing similar barbs at journalists, including a notable jibe at veteran reporter Bob Woodward, describing him as affected by “Trump Derangement Syndrome.”
Throughout the campaign, Cheung often reframed controversies surrounding Trump’s remarks, portraying them as misunderstood or exaggerated by critics. For instance, he defended Trump’s controversial comments regarding the media during the final days of the campaign, asserting that Trump had the safety of reporters in mind when suggesting measures like bulletproof glass for the press corps.
Despite his often fiery rhetoric, Cheung is recognized as a communications expert with experience working alongside reporters. He has been involved in Trump’s political activities since previous campaigns and briefly served in the White House during Trump’s first term. Hailing from Sacramento, California, Cheung’s career includes contributions to various mainstream Republican campaigns prior to his work with Trump.
This appointment signals a continuation of the Trump administration’s combative communication strategy, which may energize Trump’s base while posing challenges in navigating relations with the media.
In summary, Cheung’s elevation to a key role reflects a strategic move by Trump to maintain a direct and impactful communication style as he prepares for his upcoming term. This approach aims to uphold his narrative and defensive posture against media criticism while ensuring that Trump’s administration remains aligned with his previous campaign strategies. Cheung’s presence may also inspire ongoing conversations about the role of communications in politics and the impact of such direct engagement with the media.