With the 2024 presidential election just around the corner, the race between Democratic Vice President Kamala Harris and former President Donald Trump is heating up, with each candidate employing strategic and innovative tactics to garner voter support. Recent developments have highlighted how both candidates are utilizing unconventional media platforms and voter targeting techniques to sway public opinion as they march toward November 5, 2024.
On October 10, 2024, the urgency is palpable for Kamala Harris as she finds herself at the crossroads of defining her campaign distinctively from President Joe Biden’s presidency, which she has been heavily associated with since entering national politics. A significant hurdle for her has been articulately presenting how her leadership would diverge from Biden’s, without aliening the voter base he has built—a delicate balancing act made all the more complex by pressures from her own party.
During her guest appearance on ABC's "The View," Harris was pressed to identify concrete differences between her proposed presidency and Biden’s leadership. Although she emphasized their differences, her struggle to critique any specific decisions made during Biden's tenure reflected the loyalty she harbors toward her boss. "There is not a thing..that I can think of,” she stated, deflecting direct comparisons by later offering to include Republicans within her Cabinet if elected.
Her campaign has inadvertently spotlighted the generational divide—she is the first Black and South Asian female presidential nominee from a major party, firmly establishing herself as the choice of change compared to her 82-year-old opponent Joe Biden and 78-year-old Trump. Critics, including within her own party, are questioning whether she’s done enough to distinguish herself since launching her candidacy.
Yet, Harris also recognizes the need to adapt her communication strategy mid-campaign. The political arena has dramatically shifted from traditional media outlets to more personalized digital avenues where voters consume their news—something Harris and Trump both are taking advantage of. This tactic, commonly referred to as microtargeting, allows campaigns to engage with voters through specific interest groups rather than broad audiences.
This has become increasingly evident as Harris has also turned to podcasts and daytime television discussions to reach audiences who may not engage with campaign messages through standard platforms like cable news. Following her appearance on “The View,” where she addressed issues such as long-term care assistance for seniors, she headed over to the Howard Stern Show, another untraditional venue where candid discussions reign supreme.
The contrasting demographics of Harris's and Stern's audiences—older women for the former and younger, typically male listeners for the latter—highlight her broader strategy of seeking to engage with divergent voter bases, showcasing her adaptability.
Microtargeting isn’t a new phenomenon; it gained traction during George W. Bush's 2004 reelection campaign when campaigns used consumer data to identify and reach potential supporters. Today, this goes beyond mere advertisements and has evolved to encompass nontraditional venues like podcasts and social media platforms, emphasizing the need to communicate with audiences directly where they are most engaged.
GOP strategist Kevin Madden noted how undeniable changes have occurred over recent cycles—campaigns have shifted significantly from general messaging broadcasts to specific target approaches based on detailed analysis of voter interests and consumer habits. Today's campaigns are much more akin to digital artwork compared to mere brush strokes on the traditional canvas of political advertising.
Similarly, Trump has not shied away from this new paradigm. He has utilized platforms such as the Nelk Boys' podcast and Ben Shapiro's controversial program, tapping directly appeals to young male voters—an angle his campaign thrives upon. By doing so, he connects with audiences who might have previously been disengaged from political discourse. Trump even suggested on Shapiro's podcast the necessity for Biden and Harris's removal via the 25th Amendment, inciting fervent discussions among his supporters.
Conversely, as Harris navigates these waters, the reputational challenge she faces is her association with Biden's potentially unpopular policies, particularly as public sentiment has shown fluctuated favorability ratings toward the president, hovering around 40% favorable and 55% unfavorable. Harris remains the more favored candidate compared to Biden, as about half of Americans surveyed view her positively, even amid her efforts to embrace parts of Biden’s platform, which still enjoys significant support.
The juxtaposition of these strategies has sparked scrutiny; Harris has been criticized for not definitively outlining what her leadership would change. "If you drive a truck and drink Budweiser, you’re one of our voters," Madden recounted, illustrating how commercially-driven insights shape modern voter connections, transcending conventional party lines.
Trump, on the other hand, continues to dominate the nontraditional scene, making headlines through his engagements outside the political mainstream. His frequent appearances at sports events and talk shows highlighting personal stories about family struggles resonate deeply, establishing him as more relatable to those seeking authenticity amid political posturing.
Strategists from both sides of the aisle recognize the growing need to evolve alongside the electorate's changing preferences, leaning heavily on diverse communication channels to reach younger, uninformed voters. Candidates are pouring energy and resources—sometimes to the point of tactical recklessness—into platforms such as TikTok, highlighting how they perceive the immediacy of modern communication should influence political dialogue.
Further complicate matters, Harris is entering response mode, especially as details of Trump's past and the controversies surrounding his previous presidency continue to re-surface. Already, her team has expressed concern about fundraising—$1 billion has reportedly been raised—but doubts linger about the effectiveness of how those funds are employed as the election grows near. Aides have raised red flags, cautioning against missteps as they dodge direct criticism of Biden’s tenure.
"We’re finding so many are then having to leave their job, which means losing income," Harris said during her interview on "The View," underlining challenges facing many middle Americans. But Republicans quickly seized upon Harris's inability to delineate her unique stance, mocking her for relying solely on Biden's platform without presenting her distinct strategy.
The stage is set for what promises to be one of the most heated elections yet. From microtargeting to multi-platform strategies, Harris and Trump are each confronting invigorated challenges arising from the ever-evolving political arena and the palpable urgency of the final stretch leading to Election Day. Each must craft messages fluidly, appealing to diverse voter blocs if they hope to carve out the victory they seek.
Both candidates are aware of the stakes—the political theatre of 2024 invites significant risk and opportunity alike; the sheer diversity of their approaches will only become clearer as November approaches, and we await the ultimate choice of the electorate.
What remains undeniable is the shifting dynamics of the political campaign funnel, as both candidates position themselves amid increasingly complex societal challenges, optimistic voters, and steadfast political loyalties. With Election Day approaching rapidly, it is the groundbreaking strategies they deploy now—beyond conventional speeches and rallies—that may very well determine who ascends to the presidency come January.
