The Democratic National Convention, currently underway in Chicago, has unveiled a notable shift in campaign rhetoric. As Kamala Harris steps into the role of presidential nominee, the party's messaging has evolved from a focus on preserving democracy to championing freedom.
This change in strategy comes one month after Joe Biden's withdrawal from the presidential race. During his campaign, Biden frequently emphasized the importance of safeguarding democracy, mentioning the term 386 times in 100 campaign events since April 2023. In contrast, Harris has referenced "freedom" 48 times and "democracy" only nine times in eight rallies since taking the lead.
The shift reflects a broader change in the Democratic approach to countering Donald Trump. While Biden's campaign warned of threats to the constitutional republic, Harris has adopted a more optimistic tone, applying the concept of freedom to various issues affecting daily life.
Political strategists suggest this change may resonate more effectively with voters. David Axelrod, a veteran Democratic strategist, noted that discussions about democracy might seem abstract to those concerned with immediate economic issues.
The emphasis on freedom allows Democrats to address a range of topics, including reproductive rights, education, gun control, and the economy. This approach aims to make the campaign's message more tangible and relatable to voters' everyday concerns.
"It's not freedom to tell women what they're allowed to do with their bodies. That's not freedom. It's not freedom to say you can work a 40-hour workweek, but you can't be a member of a union. That's not freedom. And it sure as hell isn't freedom to say you can go vote, but he gets to pick the winner. That's not freedom."
The concept of freedom has historically been associated with conservative rhetoric, particularly since the emergence of the Tea Party movement in 2010 and the formation of the Freedom Caucus in 2015. However, Democrats are now reclaiming this term, especially in the context of issues like abortion rights following the overturning of Roe v. Wade in 2022.
This rhetorical evolution extends beyond the presidential campaign, influencing down-ballot Democrats as well. Lloyd Doggett, a Democratic representative from Texas, noted that he has started emphasizing freedom more in his messaging, finding it more relatable to undecided voters.
While the focus has shifted, democracy remains a part of the conversation. The convention's speakers have integrated both concepts, as exemplified by Jamie Raskin's remarks: "Welcome to the democracy convention. Welcome to the freedom convention."
As the campaign progresses, it remains to be seen how this new messaging strategy will impact voter engagement and the overall narrative of the 2024 presidential race.