Washington: Kamala Harris, the US presidential candidate, is shifting her campaign strategy by focusing on evoking “joy” to counteract Donald Trump’s emotional appeals. This approach marks a notable departure from traditional policy-focused campaigning.
Since taking over as the Democratic Party’s top candidate in July, Harris has had to accelerate her campaign efforts with the upcoming election just months away. Her strategy has involved minimizing press conferences and interviews while emphasizing the theme of “joy” during her official nomination at the Democratic National Convention.
This emotional appeal seems to be resonating well, with Harris making significant strides in the polls. She has managed to close the gap with Trump, with the two candidates now neck-and-neck in several key battleground states.
Experts suggest that Harris’s focus on emotion rather than policy could be an effective political strategy. Jennifer Mercieca, a communications professor at Texas A&M University, notes that while people like to think they make decisions based on facts, emotional truths often drive their choices.
Mercieca explains that appealing to emotional truths—feelings that seem true regardless of evidence—can be a powerful persuasive tool. It’s challenging to counter such appeals because they are based on feelings rather than verifiable facts.
The contrast with Biden’s previous campaign approach is stark. Biden’s campaign centered around the notion of Trump as a threat to democracy, a message that did not resonate as well. Since Biden’s departure from the race, recent polls have shown a significant increase in voter preference for “joy” over anger and resignation.
Mashail Malik, an assistant professor of government at Harvard University, attributes Harris’s shift to the fatigue from negative emotions. She argues that focusing on joy provides a refreshing alternative to the fear and negativity that have dominated recent political discourse.
Harris’s new strategy also serves to distinguish her from Biden, offering a contrast in tone and approach. While Biden’s campaign emphasized the dangers posed by Trump, Harris’s messaging aims to inspire and uplift.
However, Harris’s approach faces challenges when addressing specific issues. For example, her handling of US support for Israel in the Gaza conflict has seen shifts in tone but has not fully resolved internal party disagreements.
Trump, on the other hand, has long utilized emotional appeals in his rhetoric. His campaign frequently features dramatic language, portraying an “invasion” of migrants and describing US cities as “war zones.”
In a recent Michigan speech, Trump claimed that Harris would bring “crime, chaos, destruction, and death” if elected. His apocalyptic messaging, though often criticized, resonates with his supporters’ fears and concerns.
Trump’s rhetoric, marked by appeals to pride and resentment, aligns with tactics seen in populist leaders globally. Malik notes that such strategies have a familiar pattern but often end poorly, echoing a trend observed in various regions around the world.
As Harris and Trump continue their campaigns, the effectiveness of emotional appeals versus traditional policy arguments will be closely watched. Harris’s focus on “joy” represents a strategic pivot aimed at winning over voters disillusioned by negativity and fear.