Democrats’ New Strategy: Branding Trump-Vance Ticket as ‘Weird’
By Jake Beardslee ·
July 30, 2024
Vice President Kamala Harris and her Democratic allies have launched a new offensive against their Republican opponents, characterizing Donald Trump and his running mate, Ohio Senator JD Vance, as "weird." Mark Hoffman-USA TODAY
This strategy has gained traction in recent weeks, with Democrats using the label liberally in interviews and on social media platforms. The focus has been particularly on Vance's controversial statements about abortion and his past comments suggesting that political leaders without biological children lack a "direct stake" in the country's future. Cara Owsley/The Enquirer / USA TODAY NETWORK
The effectiveness of this approach is noted by David Karpf, a strategic communication professor at George Washington University, who stated, according to the Assoicated Press, "I don't know who came up with the message, but I salute them." Cara Owsley/The Enquirer / USA TODAY NETWORK
Karpf explained that the "weird" label is a concise critique that quickly resonates with Harris supporters and tends to provoke reactions from opponents, thereby amplifying the message. Christine Tannous/IndyStar / USA TODAY NETWORK / USA TODAY NETWORK
Minnesota Governor Tim Walz, a potential vice presidential candidate for Harris, has been at the forefront of this strategy. In a recent interview with MSNBC, Walz referred to Trump and Vance as "just weird," citing Trump's repeated mentions of the fictional character Hannibal Lecter in his speeches. Dave Schwarz / USA TODAY NETWORK
The Harris campaign has embraced this narrative, issuing press releases that directly call out their opponents' behavior as "weird." In one instance, they described Trump as "old and quite weird" following his appearance on Fox News. Reid Glenn / USA TODAY NETWORK
This tactic appears to be a response to longstanding Republican efforts to portray Harris as unusual or out of touch. Democrats have co-opted this approach, turning it back on their opponents. The strategy has even spawned online trends among Harris supporters, such as the use of coconut emojis in reference to a story Harris once shared about her mother. Ricardo B. Brazziell/American-Statesman / USA TODAY NETWORK
As the presidential race heats up, it remains to be seen whether this "weird" branding will have a lasting impact on voter perceptions. However, for now, it has given Democrats a new angle of attack in what promises to be a highly contentious election season. Sara Diggins / USA TODAY NETWORK
