YouTube has the video MEME Theory: How Donald Trump used Memes to Become President.
Politicians HATE Him! Find out how this guy became President of the United States using this One Weird Trick!
This explains it all better than any expert explanation that I have seen. No professional politician, except for perhaps Bernie Sanders, gets this.
If there were more substance to it, I might become a Meme Theory devotee as much as I am a Modern Money Theory (MMT) devotee.