https://www.cnbc.com/2018/07/28/musk-trump-and-a-mass-psychology-effect-both-successfully-exploit.html

On the surface Elon Musk and Donald Trump's core demographic audiences couldn't be more different. Musk, the Tesla CEO and co-founder, represents dreamy ambitions for a better world centered on renewable energy. Trump appeals to a more conservative America, with hopes of making the country "great again" by reviving 20th-century manufacturing and energy industries, including steel and coal, and reversing decades of environmental legislation.

But however idealistically different, the two billionaires share a mastery of one thing: a mass psychology effect that has been studied for decades by researchers and is now being retested through the online laboratory of Twitter. It's called tribalism.