I’ve been thinking a bit more about this signaling idea prompted by Scott Adams’ musings on the rise of Donald Trump. I find a lot of it ties in with things I’d already been thinking about.

Let’s consider this scenario. You bump into a friend and he says, “I’m going home to listen to my new collection of Bing Crosby CDs.” At first glance this might seem an innocuous, almost boring statement. But I would argue much is being said beyond the straight facts. For one, this person is saying they like Bing Crosby, which affirms a few things about their identity. It affirms that they don’t only listen to modern music, but have an affinity for the classics. And specific classics—Crosby represented the white establishment music of the time, a genre of music that is basically maligned by hipster musicians of the modern era (not entirely; this is a complex assertion but I think the gist holds true.) In a way, there’s something “politically incorrect” about liking Crosby as opposed to, say, a grittier black artist like Bessie Smith.

So, basically, that simple statement is loaded up with all sorts of subtle, cultural cues. This person isn’t just telling you about their evening plans, they are telling you about their identity. And depending on how you respond, you will tell them about your identity.

Adams’ assertion is that Trump is similarly loading his statements with these kinds of cues: subtle hidden meanings designed to appeal to a certain kind of voter.

One comment that Trump made that perplexed me at the time was Trump’s statement that illegal Mexican immigrants were hordes of rapists and murderers, though he did add, “some, I assume, are good people.” The “I assume” got me there. It’s like, “Geeze, Donald, you can’t even say that amidst the millions of Mexican immigrants there are, IN FACT, some good people?” He was actually leaving the possibility open that NONE of them were good people.

Let’s hold that thought. Consider another scenario. Let’s say you see a guy selling his car for $4000. You walk up to him and say, “I’ll give you $100.” Do you really expect to get the car for $100? Do you really think that’s a fair offer? Of course not; you’re saying ‘I drive a hard bargain.’ You will buy the car of the guy really wants to sell it, but you’re not going to be an easy mark.

My suspicion is that this was Trump’s real goal with the “good people” comment. He was saying, “I’m a tough negotiator. With me you don’t get to try and convince me that half of Mexican immigrants are good people, you try and convince me that a few of them are. I can lowball with the best of them because I hold the cards.” And people like tough negotiators for President; they like people who drive a hard bargain for “our” interests. I might even argue that this comment appeals especially to business people (small or large) who understand the intricacies of bargaining.

Of course it’s a dangerous statement since it could alienate so many people that it costs him the nomination. We will see of course, but he’s still in the lead.