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The Harris campaign’s unconventional strategy of labelling the Trump-Vance ticket as “weird” is making waves. By highlighting strange remarks and behaviours, like Vance’s comments about childless Americans, the Democrats are effectively painting their opponents as out of touch. This relatable yet powerful label has proven difficult for Republicans to counter, sparking a new dynamic in the race read more
 "Why do Kamala Harris and the Democrats keep calling Donald Trump weird?")
Republican presidential candidate former US President Donald Trump, left, and Republican vice presidential candidate Senator JD Vance, R-Ohio, attend the Republican National Convention, July 15, 2024, in Milwaukee. File Image/AP
The Democratic campaign strategy against former United States President Donald Trump and his running mate, Ohio Senator JD Vance, has taken an intriguing turn. Spearheaded by US Vice President Kamala Harris and her allies, the Democrats have started branding the Trump-Vance ticket as “weird.”
This unconventional yet effective label has sparked a significant shift in the political discourse, marking a notable departure from the more serious tones of previous campaigns.
How did this “weird” label come up?
The term “weird” first gained traction when Minnesota Governor Tim Walz, a potential running mate for Harris, used it in several public appearances. Walz, who chairs the Democratic Governors Association, referred to Trump and Vance as “just weird” during a viral MSNBC interview.
The Democratic Governors Association amplified this label on social media, and soon, the Harris campaign incorporated it into their messaging. The use of the term “weird” serves as a concise and relatable description that captures the discomfort many feel towards the extreme rhetoric and actions of the Trump-Vance campaign.
David Karpf, a strategic communication professor at George Washington University, told AP, “It frustrates opponents, leading them to further amplify it through off-balance responses.” This simple yet effective label has proven difficult for the Republican side to counter, as it touches on the broader unease with their political positions and behaviour.
“I don’t know who came up with the message, but I salute them,” added Karpf.
Are Trump and Vance “weird”?
The Democrats’ use of the “weird” label has been bolstered by specific incidents and statements from Trump and Vance. For instance, Vance’s comments about people without biological children not having a “direct stake” in the country were described as “super weird” by US Senators Brian Schatz (D-Hawaii) and Chris Murphy (D-Connecticut).
— Chris Murphy 🟧 (@ChrisMurphyCT) July 26, 2024This remark drew significant backlash, highlighting a dismissive attitude towards individuals and families with different life choices.
In another instance, Harris’ campaign released a statement following Trump’s appearance on Fox News, titled “Statement on a 78-Year-Old Criminal’s Fox News Appearance,” which included the phrase “Trump is old and quite weird?”
This release was part of a broader strategy to paint Trump and his associates as out of touch and strange.
Is this strategy working?
This campaign tactic marks a significant shift from the previous high-minded and serious tones of political discourse under US President Joe Biden. Biden’s campaign had often focused on themes of democracy and the “soul of the nation,” but polling indicated that voters were equally split on whether Biden or Trump would better protect democracy.
The Harris campaign’s approach, however, is more down-to-earth and resonates with everyday conversations, offering a stark contrast to the often apocalyptic language used in political arenas.
This is weird https://t.co/fTbgdbe5dH pic.twitter.com/mVSood8fNv
— Kamala HQ (@KamalaHQ) August 1, 2024Tim Hogan, a Democratic strategist, pointed out the relatability of the term, telling Politico, “It’s simple. It’s how you might talk to your neighbour about the crazy political climate we’re living in.”
The label “weird” encapsulates the oddities and inconsistencies in the behaviour and policies of Trump and Vance, making it a powerful tool for the Democrats.
How are Republicans tackling this “weird” issue?
The Republican response has been largely defensive, struggling to counter the “weird” label. Trump spokesperson Steven Cheung and Donald Trump Jr. attempted to turn the tables by accusing the Democrats of trying to “gaslight everyone into thinking the shooting was staged,” and criticising Harris for being “soft on crime.” However, these responses have not effectively countered the narrative.
JD Vance tried to shift focus by criticising Harris’ discussions on “climate anxiety,” mocking the idea and suggesting that Democrats don’t want young people to start families.
Trump idolizes Hannibal Lecter.
JD Vance is on a crusade against women who own cats.
MAGA Republicans can’t stop talking about DEI.
These guys are weird.
He described these concerns as “really weird stuff,” inadvertently reinforcing the label that the Democrats have successfully applied to him and his party.
What does history say about simple labels like “weird”?
The use of the term “weird” also taps into a broader historical narrative. The Democratic campaign has subtly referenced past Republican tactics, such as John McCain’s 2008 attempt to paint Barack Obama as a celebrity without real accomplishments.
This current campaign strategy seems to co-opt Republican methods by applying a simple, yet impactful label that resonates on a gut level.
Moreover, the shift in campaign tone reflects a broader change in Democratic strategy under Harris’ leadership. The campaign has embraced a more conversational and relaxed approach, exemplified by Harris’ speeches where she draws on her background as a prosecutor to criticise Trump.
Throughout my career, I’ve taken on perpetrators of all kinds, and let me tell you: I know Donald Trump’s type. pic.twitter.com/EP9e8ClVKE
— Kamala Harris (@KamalaHarris) August 1, 2024She described Trump as a predator and fraudster, contrasting her own professional integrity with his controversial record.
The “weird” label encapsulates a wide range of criticisms against Trump and Vance, from their policy positions to their public personas. It’s a strategic move that simplifies complex issues into a relatable narrative, making it easier for the public to engage with and understand.
As the campaign progresses, it remains to be seen how this tactic will influence voter perceptions and whether it will continue to be a defining feature of the Democratic strategy.
With inputs from agencies
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English (US) ·