The month since Kamala Harris launched her presidential campaign has been a largely unprecedented spell in American politics: never has a modern general election campaign gone from a standstill to a full sprint so quickly.
In that time Democrats pulled together a well-scripted national convention with slickly produced promotional videos, political set-pieces and musical interludes, all done to boost the new nominee. It was a remarkable test of skill by party operatives under extreme pressure.
Over the course of four days in Chicago – and in the packed campaign rallies Ms Harris has held over the past few weeks – the outlines of her campaign strategy have begun to take shape.
And it’s not exactly what one would expect from a sitting vice-president who has occupied an office in the White House for three-and-a-half-years.
Ms Harris is pushing hard to be viewed as the candidate of change in this race. One who, as she said in her convention speech on Thursday, can “chart a new way forward”.
This strategy is in part born out of necessity. Across the globe democracies have been roiled by voter unrest. As economies struggle to recover from the Covid pandemic, regional conflicts churn and tensions over immigration flare up, political incumbents have faced deeply unhappy electorates in Canada, the UK, Germany and India among others.
Polling indicated that President Joe Biden, before he abandoned his re-election campaign last month, was set to confront similar challenges. The vice-president has turned this situation on its head. Her background and personal story is a sharp contrast with both the current president and her Republican opponent. It also helps that Ms Harris is running against a former president who, while also styling himself as a change candidate, has his own sometimes controversial, sometimes unpopular White House record to defend.
“This election, I do strongly believe, is about two very different visions for the future,” Ms Harris said at a rally in North Carolina last week.
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Why vagueness might suit Harris
For the most part, Ms Harris has shied away from describing in detail what her presidency would look like. There’s talk of unity and a way beyond America’s divisive partisanship; a focus on strengthening the economy and reducing consumer prices; and a heavy emphasis on reproductive rights and abortion – an area of particular strength for Democrats. But it is vague. And this vagueness may suit the Harris campaign just fine.
By largely being an empty policy vessel, Ms Harris has allowed various constituencies within the Democratic Party to project their hopes and priorities onto her. If she can keep all those pieces together for the next few months, she might just walkabout leaders expressed optimism that she would focus on union protections and bread-and-butter economic issues.
Climate activists touted the Biden administration’s clean energy legislation and expected the candidate to expand that effort. Civil rights leaders predicted the first woman of colour to win a major party nomination would advance racial equality.
“The fundamental question people ask is, are you fighting for me, or are you fighting for someone else?” said Tom Perez, who served as secretary of labour in the Obama administration and has been an adviser to the Biden White House.
“I think people have a pretty clear sense that she’s a fighter for everyone, not just certain people in certain zip codes or certain tax brackets, not just people of certain races or ethnicities, but everyone. “In other words, the vice-president’s policy vagueness has allowed her to cast as broad an appeal as possible in what is shaping up to be an election where every undecided voter counts.
It has been labelled by some as a “vibe” campaign – based at least in part on feeling and general impressions.
A Different Kind of Campaign
While many candidates flood the airwaves with detailed policy proposals and exhaustive plans, Kamala Harris has taken a different route. Instead of a comprehensive blueprint, her campaign relies heavily on broad themes and high-level goals. This approach, often criticized for its vagueness, has turned into a surprising asset.
Why the Lack of Detail Works
Harris’s strategy of keeping specifics to a minimum has allowed her to remain flexible and responsive. In a rapidly changing political climate, having rigid policy positions can sometimes be a liability. By focusing on overarching values and principles rather than detailed proposals, Harris can pivot and adjust her stance as new issues emerge or as public sentiment shifts.
This approach has also enabled her to connect with a broader audience. Voters often find it easier to rally around general ideals than to dissect complex policy documents. Harris’s emphasis on themes like justice, equity, and unity resonates on an emotional level, fostering a sense of shared purpose among her supporters.
Changing the Narrative
Harris’s lack of detailed policy plans has also shifted the conversation in the race. Instead of getting bogged down in technical debates, the discourse has centered around vision and values. This shift has allowed Harris to highlight her strengths and differentiate herself from other candidates who may be more focused on specifics.
Moreover, her campaign’s strategic ambiguity has kept opponents on their toes. With less concrete policy to criticize, challengers have to navigate the broader and more nebulous terrain of Harris’s vision. This dynamic has often placed her in a favorable position, as critics struggle to pin down her stance on various issues.
The Risk and Reward
Of course, there are risks associated with Harris’s approach. Without detailed policies, she faces potential criticism for lacking depth or avoiding tough questions. However, her ability to maintain momentum and keep the race focused on her core messages suggests that the benefits of her strategy outweigh the risks.
In a political environment where candidates are often judged by their minutiae, Kamala Harris’s campaign stands out for its simplicity and adaptability. By prioritizing broad themes over detailed plans, she has managed to reshape the narrative and connect with voters in a unique and impactful way. As the race continues, her ability to balance high-level goals with the demands of a complex political landscape will be key to her ongoing success.
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