Harris vs Trump

Some say learning about politics from comedy is akin to learning filmmaking from pornography. But what if that is the most efficient way to understand the nuances of US politics?

While I will try to keep this article solely focused on lessons in marketing when it comes to the debate between Donald Trump and Kamala Harris, do forgive the observational lapse into the comical and political.

The beginning of September 2024 saw the much-awaited presidential debate between the former US President Donald Trump and Vice President Kamala Harris.

Sources say that Harris practised thoroughly for her debate, even going to the extent of having a Trump-lookalike dummy to practise with. Trump’s strategy seemed to centre on ‘winging it’.

Having trumped President Joe Biden in the presidential debate in June 2024, it is no secret that Trump was dismayed that his previous opponent had dropped out of the race. Having to prepare from scratch to face a new candidate must have been annoying.

What methodologies then did the two candidates apply to capture America’s undecided voters? Let us take a look, marketing textbook in hand.

Harris’ participation in the debate is similar to a hastily strapped together, but much-awaited product launch. It was a moment for the democratic candidate to set the record straight to naysayers regarding her flip-flopping policy stances and convince erstwhile undecided voters to choose blue in the upcoming election. Trump too had the task of digging down on his brand loyalty to reel in more undecided voters from swing states. His message of ‘America First’ was also to solidify his target audience with nationalistic rhetoric.

A woman’s right to have access to safe abortions has been a divisive principle between liberals and conservatives, especially ever since Roe vs Wade was overturned under Trump’s term in office.

It is here that Harris employed the use of storytelling, embodying the pain a woman has to endure in crossing state lines while pregnant to gain access to the procedure. Her voice took on a dramatic quality, cracking and pausing at the right moments as her eyes shone brightly under the harsh studio lights. This story was retold during the debate, humanising the issue and turning this complex topic into a relatable experience.

Trump, on the other hand, used the platform to air personal grievances regarding having the 2020 election stolen from him, intensifying middle America’s distrust and feelings of disenfranchisement with the political system.

To drive home his popular position on curbing illegal immigration, he told a story of Haitian immigrants coming to the US and eating people’s pets (based on unfounded claims from Springfield, Illinois). The story’s shock value was a clear nod to fearmongering and ill-conceived notions that all immigrants that come into the country are doing it harm.

Where some brands adopt a reactive approach in coming to the market instead of a proactive one, so did Trump for most of the debate.

The majority of his answers started with him defending himself against Harris’ accusations; he would jump from topic to topic, leaving a meandering trail of self-acclaim and accusations in his path.

Since it has been historically easy to rile Trump (cue the troupe of Late Night television hosts, CNN and countless others), Harris was successfully able to needle the former president. Most notably so was when she tossed out the ace up her sleeve, claiming that people tend to leave his rallies. This visibly provoked Trump, who is famously proud of the loyalty and love his supporters have for him, prompting him to accuse her of not having any rally audiences at all.

While Trump responded to most accusations levelled at him, Harris chose not to answer at all each time Trump highlighted the lack of substantive legislation passed by her office during her time as VP. Although if there is anything Veep (HBO) has taught us, it is that the office of the VP is mostly a figurehead, awarded little discretion in matters of state. Her lack of response garners more questions, especially when stacked against her all-encompassing ambitious plan for America’s future.

Both candidates were acutely aware that their body language, facial expressions and soundbites would be dissected over the internet in the days to follow. It is why Harris decided to take the initiative of shaking Trump’s hand before the debate began, and why she also sported a look of intense concentration at times and, at others, complete bewilderment at Trump’s tall claims.

Trump remained mainly expressionless and physically unreactive to accusations levelled against him. However, when questioned about his plan for healthcare given his opposition to Obamacare, he did blurt, “I have concepts of a plan.” Jeez Louise, can someone tell Trump if ever there was a time to lie in politics, it’s now?

Trump and Harris’ soundbites since the debate have driven digital engagement, showing that algorithms spinning viral content do favour divergent and populist opinions.

Both candidates spoke time and time again about policies headlining their leadership at the moment. The mode to swing the narrative in their direction was done either by the use of deflection or a counterattack.

Harris clearly felt strongly about abortion rights and rewarding hard-working, middle-class, enterprising Americans. Trump kept bringing most conversations back to immigration, gun control, and foreign policy. Speaking of the latter, it was hard not to miss the faltering monotone with which Harris conveyed her stance on the Israel-Palestine war, a clear indictment of walking the tightrope of trying to gain the liberal vote bank whilst contradictorily maintaining the US’ support of Israel.

Fiza Ali holds an MBA from LUMS and is a passionate marketer. dflahore@gmail.com