Weaponizing ‘Joy’: Harris Adopts Emotional Appeal to Counter Trump

AFP/APP

Washington: US presidential candidate Kamala Harris appears to be mirroring rival Donald Trump’s strategy by focusing on evoking emotion rather than discussing policy in her campaign.

Harris, who took over from President Joe Biden at the top of the Democratic ticket in July, is emphasizing “joy” in her messaging as she seeks to outmaneuver Trump in the run-up to the November election.

Since her transition to the forefront of the Democratic campaign, Harris has largely avoided press conferences and policy discussions, instead centering her message around the theme of joy. This approach seems to be resonating, as recent polls show Harris in a competitive position, with both candidates neck-and-neck in key battleground states.

Experts suggest that focusing on emotional appeals can be an effective political strategy. Jennifer Mercieca, a communications professor at Texas A&M University, notes that emotional truths what “feels true” despite lacking empirical evidence can be powerful because they are harder to dispute than factual claims.

Harris’s shift from Biden’s campaign, which heavily emphasized Trump as a threat to democracy, reflects a strategic move to counter voter fatigue from negative messaging. According to Mashail Malik, an assistant professor of government at Harvard University, Harris’s focus on joy aims to counter the exhaustion caused by the negative news cycle and to offer a positive alternative to fear.

This emotional appeal also helps Harris distinguish herself from Biden. However, her attempts to address complex issues, such as US support for Israel’s actions in Gaza, have not fully resolved internal party tensions.

In contrast, Trump has long utilized emotional appeals in his rhetoric, often focusing on dramatic and fear-based messages. His recent speeches have included claims of an “invasion” of migrants and descriptions of US cities as “war zones.” Trump’s apocalyptic messaging, despite being criticized as misleading, taps into emotional sentiments that resonate with his supporters.

Malik notes that Trump’s approach aligns with populist tactics observed globally, suggesting that such strategies are familiar and often problematic.