This chapter analyses the evolution of US political rhetoric from the late twentieth century to the present, focusing on shifts in norms across political activities such as rallies, debates, and interviews, particularly since Donald Trump’s political rise in 2016. It compares the rhetorical styles of Trump and Joe Biden, highlighting their distinct approaches to communication. Trump’s disruptive, celebrity-driven style is informal and combative, utilising humour and plausible deniability to engage supporters and attack opponents, often defying presidential norms of formality. Biden, a seasoned politician, employs a measured, value-driven rhetoric, though his bluntness occasionally results in controversial gaffes. These rhetorical profiles contextualise three controversies examined in Chapters 4 and 5, paving the way for further analysis in subsequent chapters. The chapter also justifies excluding Kamala Harris’ rhetoric from the 2024 election data, as her disciplined style lacks the ambiguity central to this study’s focus.