The Language of the Harris and Trump Campaigns and the Stark Divide Between Joy and Grievance
The stakes have never been higher for those wielding the power of words. Helio Fred Garcia, a leading authority on crisis communication, illuminated the profound impact of language in the first of our ongoing exclusive CommPRO industry member webinars. Garcia delved into the contrasting language of the Kamala Harris and Donald Trump presidential campaigns, and the use of incendiary language to rally specific supporter groups, obscure intent, and fuel the dangerous rise of stochastic terrorism.
Garcia, author of “Words on Fire” and “The Trump Contagion,” described the Harris-Walz campaign as one rooted in joy and optimism, while the Trump-Vance campaign is focused on grievance and fear. He discussed specific patterns in the Trump campaign's language that dehumanize, delegitimize, and demonize others, drawing connections between language and actual violence. Highlighting disinformation on Truth Social, Garcia remarked, “If you look up Orwellian in the dictionary, that would be the definition of Orwellian.”
Echoing the hopeful message of former President Obama’s campaign, Garcia noted, “The joy message is most likely to rally the moveable middle in a way that the grievance message has stopped doing.” He also detailed how media coverage of the campaigns has evolved, pointing out that the initial reluctance to call out candidates’ lies has shifted. Garcia emphasized that it is the civic responsibility of journalists to hold those in power accountable. Reflecting on changes in news delivery, he observed, “Today, if news was delivered like Cronkite, people would change the channel.”
The discussion further explored the geopolitical significance of the language used by the campaigns, with each holding different positions on NATO, Ukraine, and Israel—topics the world is watching closely. From a communications standpoint, the discussion raised fundamental questions about how approaches to messaging resonate with different groups and how this evolves over time.
Garcia concluded by stressing the critical importance of conversations about language and its use by campaigns, communicators, and journalists. Paraphrasing a well-known quote, he expressed optimism, saying, “We ultimately do the right thing after we have tried everything else.” His insights are not just timely; they are essential for communicators and journalists striving to navigate today’s complex media landscape and build credibility by learning from history's lessons.
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