The Rise of Kristi Noem: Exploring the Trumpification Phenomenon in American Politics

South Dakota Governor Kristi Noem is getting ready for her national close-up. How else to explain the contentious recent trip she took to Texas to “fix” her grin, which was captured on camera for a long time?

You know, the one where she extolled the virtues of Smile Texas, the aesthetic dentistry practice, on X, Facebook, and Instagram, claiming that it had fixed an issue she had long before sustained in an accident while riding her bike with her kids. The one that detailed her path to “a smile that I can be proud of and confident in,” as she put it.

Travelers United, a consumer advocacy group, is suing Ms. Noem for deceptive advertising since the outcome looked so much like a promotional infomercial. They allege Ms. Noem was essentially operating as a travel influencer.

aside from one particular item. There is much more to the tooth narrative than just teeth.

As the competition to be Donald J. Trump’s running mate intensifies, Ms. Noem’s new smile is a calculated move that is as much about psychology and politics as it is about looks.“It’s all about her appeal to a single audience,” Republican strategist Ron Bonjean remarked. The entire tooth incident nearly seems to have been staged for Trump to view. She is demonstrating to him her talent for front of the camera and her ability to carry the star power he desires when performing live beside him, all while adhering to the Trump universe’s expectations for women.

After all, Mr. Trump was the president who frequently referred to his employees—particularly those in the armed forces—as “central casting.” These days, he wears nearly all American flag colors. According to Richard Thompson Ford, a law professor at Stanford University and the author of “Dress Codes: How the Laws of Fashion Made History,” he enjoyed it when ladies “dress like women.” Ford added, “We know what that means to him.” Nearly all of the women in Trump’s inner circle—including his family and former press secretary Kayleigh McEnany—have profiles that reflect this.

In this sense, Ms. Noem’s dental upgrade is merely the latest in what seems to have been a years-long makeover that has turned her into, more than any other woman on Mr. Trump’s shortlist, what Cornell University professor of cinema and media studies Samantha N. Sheppard called “the perfect ornament for Trump.” Beyond her notoriety, her qualifications as a governor, and her MAGA platform, Ms. Sheppard noted that she represents a particular type of “Miss America-like white femininity,” which entails long lashes, flowing hair, and a dazzling smile. This type of femininity is also represented in Fox News anchors.

Larry Downing/Reuters

The artwork tells the story. Ms. Noem’s hairstyle during her initial bid for Congress in 2010 resembled a hybrid of “the Rachel,” the layered, straightened hairstyle made popular by Jennifer Aniston on “Friends,” and the power bob worn by Hillary Clinton and Nancy Pelosi. She chopped it off into a short style after winning reelection in 2012, which Ms. Sheppard likened to Kate Gosselin’s iconic haircut from “Jon & Kate Plus 8,” but a little more corporate.

Following Mr. Trump’s election and the growth of the MAGA movement, Ms. Noem changed her appearance. Her part went to the middle as her hair grew longer and longer, its disheveled waves kissed by the curling iron. She started to look like Donald Trump Jr.’s fiancée Kimberly Guilfoyle. Or a darker-haired version of Lara Trump, the new co-chair of the Republican National Committee and spouse of Eric Trump. From the khaki shirtdress she wore to CPAC in 2011 to the vibrant blue sheath she donned for this year’s State of the State address, even Ms. Noem’s wardrobe has altered.

The front cover image of her latest book, “No Going Back: The Truth on What’s Wrong,” is the best representation of her metamorphosis.

The Truth on What’s Wrong with Politics and How We Move America Forward,” which includes a picture of Ms. Noem sitting on her desk chair wearing a blazer and dress in front of the American flag. She has thick eyelashes, and glossed lips, and one hand appears to be playing with her wavy hair.

Mr. Bonjean remarked, “She practically looks like a member of the Trump family.” “A cousin, perhaps.”

Even though Ms. Noem’s Trumpification may just be a coincidence, she has demonstrated that she is aware of the implications and applications of costuming. This is evident in recent advertisements where she has assumed the roles of an electrician, a highway patrolman, and a dental hygienist to promote the message that “South Dakota is hiring.”

“It’s very strategic,” Mr. Ford declared. “Signaling that she’s going to be Trump’s kind of woman,” says Ms. Noem. And that she won’t challenge him at the same time.

The strategy of shaping political images finds its origins in the stylized femininity exhibited by figures like Phyllis Schlafly and Sarah Palin, where the allure of a powerful woman was softened by her adherence to traditional gender roles.

The recent dental procedure undertaken by Kristi Noem, coupled with her endorsement of the dentist responsible, adds an interesting layer to her public persona. It’s a move that seems to echo the approach of Donald Trump himself, who understands the value of leveraging power for personal gain. This suggests a shared understanding between the two.

While Governor Noem may present herself as a down-to-earth cowgirl, her actions align closely with Trump’s agenda, signaling her commitment to his vision and willingness to conform to his expectations. This was evident when she joined Trump at a rally in Ohio, where they donned matching MAGA hats. Trump’s remarks about her beauty, albeit veiled, underscored his recognition of her loyalty and alignment with his ideals.

In response, Noem could only respond with a smile, acknowledging the dynamics at play.