And that presence, those enormous ratings, and that contagious joy was too much for some white supremacists to bear. I do not recommend you waste your time on Trump's knockoff social media to understand his eugenic ideology. You know what he wrote without looking, and Fox News will parrot it for him anyways.
As a psychologist who studies the roots of my discipline in eugenics, I recognized immediately what made this performance so threatening, so necessary, so brilliant. While Bad Bunny was leaving us speechless at America's most-watched sporting event, he was refusing the fundamental premise of a resurgent eugenic ideology that has always been about one question: What should America look like?
Trump Is a Knockoff Eugenicist
The resemblance between our current moment and the height of the eugenics movement is striking, and it is very intentional. Donald Trump is driven by the same goals as those who shaped American policy in the late 19th and early 20th centuries. Eugenics was a pseudoscientific movement aimed at "improving" the human population by deciding who was worthy of reproducing and who deserved to live in America. Through forced sterilizations (that famous Buck v Bell case that you may have heard about allowed for this), immigration restrictions, and pseudoscientific classifications, eugenicists worked to eliminate people they deemed genetically inferior, always targeting immigrants, people of color, the disabled, and the poor. The movement operated by equating non-white and certain immigrant groups with violence and insanity.
In the US, the struggle to fuse whiteness and being American has been central to our national politics.
In the 19th century, academic psychiatrists shamefully claimed that Black people were psychologically unfit for freedom. Medical journals described "drapetomania" as an alleged illness that caused enslaved African Americans to run away from their white masters. Another fabricated condition, "dysaesthesia aethiopica," was characterized as a form of madness manifest by "rascality" and "disrespect for the master's property," supposedly cured by "extensive whipping."
Today, we see carbon copies of this dehumanization. Trump shares videos depicting the Obamas as monkeys. His administration unconstitutionally deports our neighbors to Venezuela, treating human beings as disposable contaminants. Homeland Security Secretary Kristi Noem stages photo ops at concentration camps, transforming sites of human suffering into backdrops for political theater.
Manufacturing Exclusion Through "Science"
My discipline of psychology, under the guise of rationality and objectivity, has been able to cause tremendous harm. This is the trick of eugenic projects: By cloaking racist ideology under the seemingly objective rubric of biological science, it becomes nearly impossible to discern or critique. Psychology created the institutional infrastructure that made them policy. IQ tests are one of these manufactured tricks. In 1912, immigrants arriving at Ellis Island became the first group to have these tests administered to them. And like today, different classes experienced different encounters with justice, as the Epstein Files make so palpable for us. Back in 1912, only those in steerage were subject to examination; those who could afford more posh accommodations were exempt. According to the supposed "scientific" results produced by psychologist Henry Goddard, over 80% of all Jewish, Polish, Italian, Hungarian, and Russian immigrants were "feeble-minded defectives."
Carl Brigham, one of these eugenic psychologists, went on to develop the SAT. The direct line from eugenic IQ tests to college gatekeeping runs straight through to today. Current "merit-based immigration" proposals echo this same logic: using supposedly objective measures to determine who deserves to be American, who gets to stay, whose children get opportunities.
And these psychologists have frequently collaborated with the US government, including in recent decades when they helped the government devise the most effective torture methods, breaking many ethics codes along the way. Lewis Terman, a psychologist who worked on the Army intelligence tests in the early 20th century, bragged that the exam "enabled psychology to become a beacon of light in the eugenics movement" and was especially proud of how these tests could be used to reshape national policy on immigrants. Terman’s wish was unfortunately granted, and these eugenic legacies were braided into the fabric of American policy including immigration law, education, criminal justice, voting rights.
Deportation as Eugenic Self-Defense
Between 1875 and 1924, Congress entertained many immigration bills and if we study them we can see the strategies that are playing out today with more clarity as well. For instance in 1915, Assistant Attorney General LE Cofer was openly advocating deportations on eugenic grounds. Another legislation in 1917 allotted a five-year period for deportation of immigrants who were later found to be in "excludible classes." Deportations were considered by these eugenicists as self-defense. In 1928, Eugenical News listed as a priority "the deportation of all aliens illegally entered." They wrote: "The man whose introduction to American life comes through breaking the quota act is prima facie an undesirable."
The eugenic resurgence fueled by the terror of losing dominance fuels the crises we are living through today.
This is sounding eerily familiar, isn't it? Listen to current administration officials. Trump. Pam Bondi. JD Vance. Karoline Leavitt. This exact rhetoric is being repeated today. Equating people from other countries with criminals is a basic eugenic principle. Today's "border crisis" framing, the claims that undocumented immigrants are inherently criminal, the mass deportation plans, these are old-school eugenic principles with a fresh coat of white paint.
In the US, the struggle to fuse whiteness and being American has been central to our national politics. Immigrants during the height of eugenics were viewed as interlopers; along with Black Americans, they were seen as less pure bodies polluting the well-being of the entire country. Psychologists and other supposed experts made these sentiments appear scientifically valid and politically viable by arming themselves with photographs, charts, statistics, and quantified statements.
The Great Replacement, Then and Now
The goal of these eugenicists was "bettering and protecting the white race," the same obsession we see in the Great Replacement Theory today. This is not fringe conspiracy anymore. In 2022, a white supremacist murdered 10 Black people at a Buffalo supermarket, explicitly motivated by Great Replacement ideology. In 2019, another killed 23 people at an El Paso Walmart, targeting Latinx shoppers with the same beliefs. Tucker Carlson promotes this theory every chance he gets. Congressional Republicans now use this language openly, warning about "demographic replacement" and the need to preserve "Western civilization."
History has taught us that progress toward justice can be met with pushback, and the burden of this pushback is often heaviest on those who for various reasons have fewer resources to defend themselves. Eugenics never left us. It transmuted, it became absorbed into insidious institutions, into redlining, into the school system, into the carceral state. But there were also real movements toward justice, civil rights organizers, community activists, families, and advocates who fought for decades to untangle eugenic legacies from our policies and institutions. They won important victories. And it is precisely these gains that white supremacists cannot bear. When the status of their imagined racial hierarchy is questioned, when their power is genuinely threatened, they respond with violence and state power. The eugenic resurgence fueled by the terror of losing dominance fuels the crises we are living through today.
Economic Scapegoating as Eugenic Strategy
Eugenicist Robert Ward, influential in getting the Immigration Act of 1924 passed, said with awful transparency: "We constantly speak of the need of more hands to do our labor. We forget that we are importing not hands alone but bodies also." Eugenicists repeatedly claimed to champion American workers while actually protecting white supremacy. It was never about labor, it was about bodies, about whose body was to be protected and whose body was to be disposable.
Where Trump represents all-consuming exclusion, Bad Bunny embodied refusal, joy, and reunification.
Today's anti-immigrant rhetoric follows the same script. Trump campaigned on protecting working-class jobs from immigrant "invasion," despite no evidence of that happening. But his administration's actual policies tell a different story: Mass deportations intensify the already overwhelming labor shortage in the construction industry, creating labor shortages that hurt local economies as farms and business are forced to close. Meanwhile, the administration busts unions, enriches billionaire donors (under Trump billionaires have gotten $1.5 trillion richer in the past year) and himself, and imposes tariffs that drive up prices for working families.
Many voted for Trump because they desperately wanted someone to address economic inequity. Instead, they got eugenic scapegoating, blaming immigrants for problems caused by the wealthy and powerful. The claim is protecting American workers. The reality is a war on poor and working people of all backgrounds, while the rich face zero accountability for devastating our communities.
Bad Bunny's Counternarrative
Which brings us back to the Super Bowl halftime show. The great American sport. The NFL. And there, at the center of it all, was an unabashed celebration of the Americans who are very much the target of ICE's raids today.
Bad Bunny didn't offer a speech or a slogan. He offered his entire being. The visual references to Hurricane Maria were unmistakable, the storm that killed nearly 3,000 Puerto Ricans while Trump threw paper towels and claimed they "want everything done for them." The ongoing refusal of statehood. The deliberate undercount of the death toll. This is eugenic neglect: the decision to let "undesirable" populations suffer and die because their lives are deemed less valuable.
The whole performance was dynamic, alive, vibrating with joy. It refused the fusion of whiteness and American identity that eugenics has always demanded. This is resistance through presence braided with brilliant critical analysis. Resistance through flourishing in his full humanity, in the full humanity of his community, on the biggest stage in America. Where Trump represents all-consuming exclusion, Bad Bunny embodied refusal, joy, and reunification. Not just saying but doing. His presence was an embodiment of flourishing that the eugenic imagination cannot accommodate.
The only thing stronger than hate is love.
What This Moment Demands of Us
Understanding eugenics helps us understand the present. It reveals that what we're witnessing is not an aberration but a recurrence, a resurgence of an ideology with a long life, an ideology that has been picked up by many political agendas over the decades. Trump has never been original once his entire life.
In my studies, I look at who is considered criminal or immoral. It has always been the immigrant. The disabled. It has always been Black people and people of color. Studying eugenics teaches us that policies presented as common sense, as economic necessity, as protecting American workers, as maintaining order, they are often merely covers for racial elimination.
He showed up and said: This is America too.
Our communities cannot be eliminated. "Seguimos aquí"—we are still here—Bad Bunny ended the performance with those words. Benito Antonio Martínez Ocasio refused to be erased, refused to shrink, refused to disappear. Showing up with joy is indeed a form of power, and gorgeous, infectious resistance. While the administration builds concentration camps, rips apart families, and unleashes violence against communities exercising their constitutional rights, Bad Bunny danced, swaggered, made us all fall in love with freedom itself. He showed up and said: This is America too.
That kind of presence, that kind of refusal, that kind of joy, it's too much for the eugenicists to bear.
Let's do more of this, America.
