Communication in the US electoral contest

Kamala Harris, supported by “young leaders”, has achieved a greater presence, by confronting a Donald Trump who fully trusts in the classic events of a presidential nature.

A few weeks before the presidential election in the United States, the candidates confront a traditional model with an innovative strategy; while the Democrats bet on Social Networks and Influencers, the Republicans give preference to traditional media and traditional events, which they consider to be “presidential”.

Kamala Harris, supported by “young leaders”, has achieved a greater presence, by confronting a Donald Trump who fully trusts in the classic events of a presidential nature.

While on TikTok, the network banned in the United States, Kamala Harris can be seen tirelessly campaigning throughout the United States, the Republican candidate has focused on conservative campaign events, such as visiting fast food restaurants and taking over customer service.

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The Democratic candidate’s bet has undoubtedly been on the “Generation Z”, which will debut at the polls on November 5, and which supplies itself with information through Social Networks, and especially the banned or noted TikTok.

Traditional media have been erased, since the influence of traditional voters is low, with a view to this contest.

While Donald Trump retains hope in traditional communication, seen by many as “presidential” communication, for Americans, Kamela Harris is betting on innovation, and is gambling the future on the new generations who are uncomfortable just thinking about having a convicted president, who has been involved in various legal proceedings.

Without a doubt, the most critical and transcendental part will be the post-electoral period, taking into consideration that, as has happened in recent contests, a candidate with a greater number of electoral districts could win, but with fewer votes than the opponent who could be defeated. In short, a complex electoral system that represents a great challenge for strategists and communicators.

BY FERNANDO A. MORA GUILLÉN

X: @Fernando_MoraG

- Master in Institutional Communication from the Universidad Panamericana.

- President of the Fernando Mora Gómez Foundation for Freedom of Expression and the Right to Information

Con información original publicada en El Heraldo de México.