The unlikely connection between Swedish reality television and Donald Trump’s presidency traces back to the creation of ”Expedition Robinson,” the precursor to the global phenomenon ”Survivor.” Conceived by British television producer Charlie Parsons, the format of stranding contestants in an exotic location and having them vote each other out was first realized by Sweden’s Strix Television in 1997. This seemingly innocuous television experiment would inadvertently set in motion a chain of events that would reshape American politics.
Mark Burnett, a British ex-paratrooper turned Los Angeles television producer, recognized the potential of the ”Robinson” format and secured the US rights. His adaptation, ”Survivor,” became a massive hit, with the finale of its first season attracting a staggering 125 million viewers. This success propelled Burnett to prominence in the entertainment industry and laid the groundwork for his next venture, a reality show set in the cutthroat world of business. This concept, featuring a B-list celebrity as the central figure, quickly gained traction with NBC, marking a turning point not only in Burnett’s career but also in the trajectory of American history.
The show, ”The Apprentice,” featuring Donald Trump, was an instant success. It dramatically transformed Trump’s public image from a tabloid fixture known for his flamboyant lifestyle and financial struggles to a symbol of business acumen and decisive leadership. The catchphrase, ”You’re fired,” uttered by Trump at the end of each episode, became ingrained in American popular culture, even resurfacing in the 2024 presidential campaign as ”Kamala, you’re fired.” In retrospect, ”The Apprentice” served as the launchpad for Trump’s political aspirations, providing him with a national platform and cultivating the persona that would propel him to the presidency in 2016.
The impact of Burnett’s creation on Trump’s political ascent was undeniable. As Katherine Walker, a producer on the first five seasons of ”The Apprentice,” observed in a 2018 New Yorker interview, no one could have predicted the show’s ultimate consequences. Trump’s presidency, she believed, would not have been possible without the platform and image cultivated by ”The Apprentice.” This sentiment was echoed during the 2016 Emmy Awards, just weeks before the presidential election. Host Jimmy Kimmel publicly pointed to Burnett as the person responsible for Trump’s rise, a moment that captured the uneasy awareness within the entertainment industry of its role in shaping political realities.
Burnett’s response to the increasing scrutiny of his association with Trump was complex. While he publicly distanced himself from Trump’s campaign rhetoric, citing its ”hatred and misogyny,” his actions told a different story. Despite his disavowal, Burnett participated in the planning of Trump’s inauguration, a clear indication of his continued allegiance. This apparent contradiction underscored the intricate relationship between Burnett and Trump, a bond forged in the crucible of reality television and solidified by shared ambition and mutual benefit.
Years later, Burnett’s loyalty to Trump would be rewarded. In late 2024, Trump announced Burnett’s appointment as a special envoy to the United Kingdom, a newly created position with an undefined mandate. The appointment followed a pattern of Trump rewarding individuals based on personal connections, wealth, or television fame, often overlooking relevant experience or qualifications. Burnett’s appointment highlighted Trump’s tendency to prioritize loyalty and personal familiarity over traditional diplomatic credentials, reflecting a broader trend in his approach to governance and personnel selection. From family members to wealthy donors and television personalities, Trump’s appointments often seemed driven by personal affinity rather than expertise, raising questions about the nature and effectiveness of his administration.
