As the race for the White House intensifies, Vice President Kamala Harris has adopted a unique campaign strategy that sets her apart from her opponents. In stark contrast to former President Donald Trump’s combative style, Harris has embraced a joyful and positive approach on the campaign trail, a tactic that is gaining her significant attention and support.
Harris’ campaign is characterized by its playful engagement with social media trends and memes, as well as her unwavering positivity. Rather than responding to Trump’s personal attacks and threats to undermine democracy, Harris remains cheerful and optimistic. During a visit to autoworkers in Michigan, she remarked, “The thing we like about hard work is we have fun doing hard work.”
This approach has been widely interpreted as an expression of “Black joy,” a form of resilience in the face of adversity. While some pundits argue that joy cannot replace smart policies, Harris’ campaign has never suggested that it should. Instead, joy is being used as a political strategy to highlight Trump’s weaknesses and present Harris as a fresh and appealing alternative.
Adopting a joyful demeanor has allowed Harris to avoid the pitfalls that often plague female candidates. Women in politics are frequently criticized for showing anger, a trait that is often accepted in men but deemed inappropriate in women. As Soraya Chemaly notes in her book, “Rage Becomes Her: The Power of Women’s Anger,” women who display anger are likely to elicit negative responses, whereas men are often seen as passionate and dedicated.
For Harris, this dynamic is compounded by her identity as a Black woman. Historically, Black women in the U.S. have faced heightened scrutiny and punishment for perceived expressions of dissatisfaction. By remaining positive, Harris not only avoids these pitfalls but also highlights her enthusiasm and energy, qualities that resonate with voters tired of divisive politics.
Harris’ refusal to engage with Trump’s insults and false claims also undermines one of his primary strategies: picking public fights. By not participating in these spectacles, Harris shifts media attention away from Trump and onto her own campaign. This tactic is particularly effective given the continuous coverage that Trump’s controversial statements and actions typically garner.
Moreover, Harris’ joyful approach contrasts sharply with Trump’s image as an “angry septuagenarian.” According to a February ABC News/IPSOS poll, 62% of Americans believe Trump is too old to be president. Additionally, a 2023 Pew Research Center survey found that 65% of Americans feel exhausted by politics. Harris’ positivity offers a refreshing alternative to the fatigue-inducing political climate.
While joy alone is not a reason to vote for Harris, it enhances her appeal and signals a new, strategic approach to leadership. Her policies continue to be a focal point of her campaign, and they are already making an impact. For instance, a recent USA TODAY/Suffolk University poll revealed that low-income voters now significantly favor Harris over Trump, a shift from earlier in the year.
In summary, Kamala Harris’ campaign strategy of joy and positivity is not only protecting her from political risks but also making her a formidable candidate. By highlighting her enthusiasm and avoiding divisive tactics, Harris is positioning herself as a leader who can bring about change in a
