As the 2024 presidential election approaches, it is safe to say that the two candidates could not be more different from each other. From their policies to their campaign strategies, Vice President Kamala Harris and former President Donald Trump present absolute opposing ideas on how to achieve the same goal.
For decades, presidential candidates have adhered to a familiar playbook: grand rallies, polished speeches, and carefully curated media appearances designed to project their strengths and charisma. However, Harris has taken a refreshingly unconventional approach to her 2024 campaign. Emphasizing grassroots engagement, authenticity, and a focus on personal stories, she aims to forge deeper connections with voters.
Harris’s strategy leans heavily into community interactions, listening tours, and addressing the issues that resonate with everyday Americans. This divergence not only affirms the stark contrast between their visions for the future but also reflects a broader shift in how candidates engage with an increasingly diverse electorate. As the campaign heats up, Harris’s unique methods may redefine what it means to run for president.
Harris’ Social Media Presence
Harris has been using social media to use a personal approach to gain support from new voters. Her active TikTok account ‘Kamala HQ’ conveys Harris’ understanding of young voters by relating to them in a way that we have never witnessed before and has about 5 million followers. By participating in trends and tapping into her online persona, Harris is adding comedy and character to her campaign. “Sometimes I don’t even realize it’s her posting it, when I first watch it,” said Marisa Quigley ’26, when asked about Harris’s TikTok account.
Harris’s social media relevance started in 2023 while she was swearing in the President’s Advisory Commission on Advancing Educational Equity, Excellence, and Economic Opportunity for Hispanics. A humorous quote from her speech – “You think you just fell out of a coconut tree?” — erupted into a viral meme and has resurfaced for this election. This, along with other memorable lines from vice president Harris, have contributed to the public’s perception of her as an icon and has helped to foster a large fanbase.
Harris has also gained support from celebrities, namely Charli XCX and Taylor Swift. Both of these artists are especially popular with younger voters. In the summer, Charli XCX released a new album entitled ‘Brat.’ The album’s music and aesthetic became a trend, and soon the term ‘Brat’ was another word for cool. In August, the pop singer tweeted ‘Kamala is brat’ declaring her endorsement and again associating Harris with trends.
Constructing a Likable Personality
Harris fans make edits and inside jokes about her that promote her platform in a way that young people can relate to. As a result, Kamala Harris has been ‘trending.’ While this might seem unserious, the lightheartedness of her videos is strategic, granting Harris a personality that people can sympathize with. At the end of the day, people are much more likely to support someone if they can see them as a likable person. Harris’s effort to seem approachable is a key aspect of her campaign.
Being personable is not Harris’s sole strategy for building trust; she has also orients her campaign around themes of hope and joy. By framing her message around optimism and unity, Harris seeks to inspire a collective purpose among voters and bring the country together.
“It excites me to think about what the future of our world might look like with more women in power,” Quigley said when asked about her hopes for this election. This is one way that Harris is invoking hope into young voters. Generations of women are able to visualize tangible change in our society as Harris influences so many people. The impact that Harris has on her voters inspires confidence in young people because she enables them to see her vision for the future.
Even Harris’s rallies create a welcoming environment as they are designed as community gatherings where dialogue is encouraged. Harris often invites local leaders and activists to share their stories, fostering community and demonstrating that she actively listens to the concerns of the people. This articulated focus on empathy acknowledges the challenges many Americans face today, from economic inequality to pressing social justice issues.
Harris’s commitment to policy-driven discussions further enhances her credibility. She skillfully weaves personal narratives into her policy proposals, illustrating how her own experiences inform her vision for America. Harris mentions her background and how she grew up in a middle class family in order to relate to a majority of the population. Her discussions about educational reform is a result of her background as a former attorney general and district attorney, highlighting to the public her dedication to justice and equity. This storytelling approach also encourages voters to see the (often concealed) human side of politics, creating a sense of trust between her and the people.
Harris’s ability to harness the power of visual storytelling has played a crucial role in how her campaign resonates with voting audiences. Her team frequently produces high-quality video content that highlights real stories from constituents, showcasing the visible impacts of her policies. For instance, short documentaries feature individuals who have benefited from her initiatives in education, healthcare, and economic reform. By focusing on these narratives, Harris illustrates her unwavering commitment to making a meaningful difference in people’s lives. This narrative-driven approach juxtaposes the more combative and often sensational tactics employed by opposing candidate Trump, who usually tries to persuade people by making a scene and suggesting extreme positions.
Expanding Harris’ Reach
Harris has been catering to specific audiences by speaking in numerous categories of media. On October 6th, 2024, she appeared on the second most listened to podcast on Spotify, ‘Call Her Daddy.’ Hosted by Alex Cooper, ‘Call Her Daddy’ is an advice podcast for mainly Gen-Z women. The podcast is known for being a safe space to discuss topics as serious as women’s rights and as simple as dating advice and celebrity gossip. Considering that a focal point of Harris’s platform is her fight for reproductive rights, this podcast allows an audience that uniquely cares about these issues to hear her discuss them in a safe and casual setting.
Harris has also appeared on The View, a talk show run by women; she spoke with Howard Stern and Stephen Colbert, two respected radio personalities; and most recently, she went on Fox News, a notoriously conservative news channel. Bronx Science student Amira Alami ‘26 said that “Kamala Harris’ social media marketing is more effective because she really understands the audience she’s catering to.”
Harris’s campaign effectively leverages partnerships with grassroots organizations, amplifying her message through established networks. By collaborating with local activists and community leaders, she taps into existing trust and credibility, further enhancing her appeal. This collaborative approach not only broadens her audience but also aligns her campaign with the very issues that matter most to voters demonstrating her commitment to addressing the needs and aspirations of Americans.
There is a popularly debated question: would you rather be loved or feared? This seems to encapsulate the two candidates perfectly as we study their approaches. While Trump pushes a dark narrative about the current state of America, Harris attempts to build America up as she talks about it in a positive light.
By participating in trends and tapping into her online persona, Kamala Harris is adding comedy and character to her campaign. “Sometimes I don’t even realize it’s her posting it when I first watch it,” said Marisa Quigley ’26, when asked about Harris’s TikTok account.