As election day approaches, the strategies of Vice President Kamala Harris and Donald Trump in engaging the media spotlight have become focal points. Their contrasting approaches—Harris through interviews and Trump via rallies—are shaping public perceptions in varied ways.
Media Strategies in the Spotlight
In the run-up to the 2024 presidential election, both Vice President Kamala Harris and former President Donald Trump have intensified their media presence. Harris has embarked on a series of high-profile interviews, escalating her visibility across various platforms. Meanwhile, Trump’s large-scale rallies continue to draw significant attention, not only from his core supporters but also from media outlets that typically eschew political content.
Public Perception and Media Coverage
Recent surveys conducted by The Breakthrough, involving CNN, Georgetown University, and the University of Michigan, reveal distinctive public perceptions. Approximately 69% of Americans have encountered content related to Harris, while 73% have engaged with media concerning Trump. These figures illustrate the widespread media reach of both candidates, facilitated by their distinct campaign strategies.
Despite similar levels of public exposure, the nature of discourse around each candidate diverges. Harris is predominantly associated with the term ‘interview’, reflecting her engagements with shows like ’60 Minutes’ and podcasts, including ‘Call Her Daddy’. In contrast, the word ‘rally’ features prominently in discussions concerning Trump, highlighting his extensive schedule of events across varied locations.
Themes in Campaign Narratives
Analysis of word associations in media narratives indicates that ‘lies’ has become a recurring theme, particularly in relation to Trump’s campaign. This word has topped the list in discussions about Trump for five weeks consecutively, underscoring a persistent public perception of dishonesty.
Harris is also subject to similar scrutiny, albeit less intensely. The term ‘lie’ appears in discussions about her, often in the context of others spreading misinformation about her actions, such as hurricane relief efforts. This reflects a nuanced public sentiment, where Harris’s campaign is perceived more favourably than Trump’s in terms of honesty, although only marginally so.
The poll further highlights that mentions of broader electoral themes, like ‘campaigning’, have surged for both candidates, with Harris recording a 36% increase and Trump a 28% rise in related mentions since the month’s onset.
Demographic Insights into Media Engagement
The media appearances of Harris attract a diverse audience, as evidenced by demographic insights. For example, the average age of individuals referencing her appearance on ‘Call Her Daddy’ is 32, whereas those mentioning ’60 Minutes’ are typically older, averaging 52 years. This indicates her ability to resonate with different age groups and platforms.
Conversely, Trump’s events are ensuring high engagement through social media outlets like Instagram, with followers actively commenting on his political rallies. These gatherings, particularly those held in states traditionally dominated by Democrats, aim to expand his voter base and capture the attention of varied demographic groups.
Impact of External Events
The survey was conducted immediately following Hurricane Milton’s landfall in Florida, a factor that heavily influenced public discourse. During this period, the term ‘hurricane’ was frequently associated with both candidates.
For Trump, Republican supporters often discussed his response to the hurricane in conjunction with ‘victim’ or ‘help’. Meanwhile, Democrats accused him of spreading disinformation about the disaster. In Harris’s case, the narrative centred around accusations of inaction and her alleged mismanagement of hurricane relief efforts. Such mentions point to how external events shape voter perceptions and media narratives.
Trump’s rhetoric at rallies, which often references such natural disasters, serves to reinforce his campaign messages. His statements in Detroit, for instance, likening the city to broader national prospects under a Harris presidency, exemplify this strategic communication approach.
Sentiment Analysis and Conclusions
Sentiment analysis from the conducted poll reveals a modestly more positive framing of news about Harris compared to Trump, reflecting public sentiment about campaign honesty. However, this difference is narrower than previously observed post-Democratic National Convention or the presidential debates.
Both candidates’ campaiging strategies have succeeded in keeping them in the public eye, yet the framing of news about them varies significantly, indicating potential challenges for their respective campaigns in shaping a positive narrative.
The election campaigns of Harris and Trump underscore the critical role of media strategy in shaping public perception. As the final weeks unfold, the impact of their distinct approaches will likely influence voter sentiments and election outcomes.
