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this post was submitted on 09 Nov 2024
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politics
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She was a prosecutor and was mostly using court room style arguments that appeal to reason.
And that works great in court and for high information voters, but doesn't connect with people's emotions.
Trump connected with people's frustrations and grievances and basically argued that Harris and Biden were to blame. There's no rational argument that can counter an appeal to emotion.
This is pretty much it. The disengaged public needs simple, three-word slogans and they need to stick on message, relentlessly (and it needs to connect emotionally as you said).
And while it goes against every instinct of those who are college educated, you need to say things with over the top confidence. Hedging makes sense in the academic world, but average people trust people with excessive confidence.
They needed a blend of both. Explain in detail your plan, but pair it with simple slogans and sound bites. That way you cover all your bases, the low information voters get motivated by the sound bite and the high information voters by your detailed plans (assuming they're good). You can of course have a terrible plan that loses the high information voters even if your sound bites are keeping people engaged.