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As someone pointed out, we have the first internet-troll President. He's like the troll who shows up on your favorite message board and says that the thing you like is stupid. The media are the 20 message board regulars who spend hours writing long missives trying to prove him wrong when they should simply ignore him. Everyone knows you don't feed the trolls, because that's exactly what they want.
It is what Trump wants, but as horrified as the news media is about it, they also cover it because it causes controversy and controversy sells. In other words, it literally pays for the news media to cover the nonsense as well as what's substantive. Viewership is up across most media outlets since Trump became president.