Kamala Harris has a very different theory of this election than Joe Biden did.
In 2020, and then again in 2024, Biden ceded the battle for attention to Donald Trump. Whether as a matter of strategy or as a result of Biden’s own limitations, Biden adopted a low-key campaigning style, letting Trump dominate news cycle after news cycle. Trump wanted the election to be about Donald Trump, and Joe Biden wanted the election to be about Donald Trump. On that much, they agreed.
In 2020, when Trump was the unpopular incumbent, that strategy worked for Biden. In 2024, when Biden was the unpopular incumbent, it was failing him. It was failing in part because Biden no longer had the communication skills to foreground Trump’s sins and malignancies. It was failing in part because some voters had grown nostalgic for the Trump-era economy. It was failing in part because Biden’s age and stumbles kept turning attention back to Biden and his fitness for office, rather than keeping it on Trump and Trump’s fitness for office.
Then came the debate, and Biden’s decision to step aside, and Harris’s ascent as the Democratic nominee. Harris has been able to do what Biden could or would not: fight — and win — the battle for attention. She had help, to be sure. Online meme-makers who found viral gold in an anecdote about coconuts. Charli XCX’s “kamala IS brat.”
But much of it is strategy and talent. Harris holds the camera like no politician since Barack Obama. And while Harris’s campaign is largely composed of Biden’s staffers, the tenor has changed. Gone is the grave, stentorian tone of Biden’s news releases. Harris’s communications are playful, mocking, confident, even mean. Trump is “old” and “feeble”; JD Vance is “creepy.” Her campaign wants to be talked about and knows how to get people talking. It is trying to do something Democrats have treated as beneath them for years: win news cycles.
Biden’s communications strategy was designed to make Trump bigger. Harris’s strategy is to make him smaller. “These guys are just weird,” Tim Walz said on “Morning Joe,” and it stuck. Walz inverted the way Democrats talked about Trump. Don’t make a strongman look stronger. Make him look weaker. Biden’s argument was that Trump might end American democracy. Walz’s argument is that Trump might ruin Thanksgiving.
There are many reasons Walz was chosen as Harris’s running mate, not least the chemistry between the candidates. But he was on the shortlist in the first place because he proved himself able to do what Harris wanted done: Get people talking about the thing he wanted them talking about.
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Source: Elections - nytimes.com
