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Modelling identity types through agency: part 2, personal identity and mindsets

Davide Di Fatta (University of Messina – SEAAM Messina, Italy and Universita degli Studi di Palermo, Palermo, Italy)
Maurice Yolles (Business School, Liverpool John Moores University, Liverpool, UK)


ISSN: 0368-492X

Article publication date: 7 August 2017




The purpose of this paper is to evaluate the personal identity of Donald Trump in the US presidential election using the mindset agency theory framework and content analysis.


The qualitative evaluation of identity type is determined by the personality mindset agency theory (PMAT). This measures qualitatively by assigning a type to the personal identity. The methods being adopted are content analysis, and a coding frame is constructed that arises from the key words defined in PMAT.


Using PMAT, the authors determine that Trump’s personal identity is of the type hierarchical popularism (HP), from which behavioural patterns are derived, supposing that this is consistent with his public identity type measured using agency MAT (AMAT), which will be assessed in part 3 of this paper.


Appropriate image management can be used in an attempt to hide problematic purely self-interest aspects of a personality. This paper shows that it is possible to evaluate personality mindsets using content analysis. In a later paper, exploration of agency mindsets will occur that is indicative of the potential for behaviour.



Di Fatta, D. and Yolles, M. (2017), "Modelling identity types through agency: part 2, personal identity and mindsets", Kybernetes, Vol. 46 No. 7, pp. 1112-1130.



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Copyright © 2017, Emerald Publishing Limited

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