This article aims to analyze, through a qualitative methodology, some of the features in the discursive content of Donald Trump as a candidate to the presidential elections of the United States in 2016. This analysis was contextualized in the light of a brief theoretical approach regarding the transformations that have taken place within the framework of democracy and collective action. Finally, a reflection is obtained, based on the empirical evidence found in said discursive content and in the North American electoral context.