We should be honest and acknowledge that vibes now matter — possibly more than anything substantive.
In the short time since Joe Biden dropped out of the presidential race, something surprising has happened. Kamala Harris seems more fun, more stable and (dare I say) less cringey than she has for the past three or four years.
This change is evident in her speeches, demeanor, her fundraising prowess (a proxy for excitement) and her online meme game — TikTok videos of her dancing, etc.
On one hand, this transformation shouldn’t surprise us; Harris was once seen as a talented rising star in the Democratic Party. But since her failed 2020 primary bid — and despite ascending to the level of vice president — she has become something of a cringy punchline, with some comparing her to Julia Louis-Dreyfus’s hapless character in “Veep.”
As one conservative wag put it, “She comes across as dad’s new girlfriend trying hard to be cool to the teenagers. It’s awkward every time.”
But suddenly, she doesn’t look so awkward. In fact, she presents a charming and youthful contrast when compared with Biden and Donald Trump.
To be sure, likability and authenticity are difficult to quantify; but, like pornography, you know it when you see it. And — for now, at least — I’m seeing it.
Time will tell if others see this, too, but Trump’s pollster is already setting expectations for a “Harris Honeymoon” polling bump. Until then, the best way to measure it is to turn down the volume on your TV or phone and watch body language and facial expressions. What you’ll find is that Harris looks like she’s having fun — and, for the first time in months, Democratic boosters do too.
Before we go any further, I should concede that this line of thought is utterly superficial. To win in November, Harris will have to address important and substantive policy issues, ranging from immigration to inflation to abortion. She will be plagued by questions like, “Why didn’t you tell us that Biden was so cognitively impaired?”
Likewise, successful campaigns must execute mundane logistical tasks like raising money, microtargeting voter contact and organizing get-out-the-vote operations. While vital, these tasks are decidedly less sexy.
But we should be honest and acknowledge that vibes now matter — possibly more than anything substantive. This is especially true in the Trump era, where politics has all but descended to high school mockery and reigning cool cliques.
Perhaps in this new era, every presidential candidate must possess a cult of personality. “Dark Brandon” couldn’t compete in that milieu, but — so far — Harris is slaying it.
The real question is whether she can maintain this momentum. Which raises a deeper question: Once a negative brand narrative has been established, can politicians ever really change or improve their persona?
We know they can regress. I saw Sarah Palin, having been thrust into the limelight, devolve into a worse politician over the years. Compare her dynamic and inspiring 2008 Republican National Convention speech with any speech she gave over the past dozen years, and you’ll see what I mean. But can it go the other way?
Harris has been fortunate to have had almost four years to grow and prepare behind the scenes for a potential presidential run. To put it in terms she might recognize, she didn’t just fall out of a coconut tree.
Sure, Biden sandbagged her by giving her some impossible jobs like mitigating the root causes of Central American migration. And yes, she was mostly overshadowed by Biden (and Trump) and considered an afterthought.
But this also afforded Harris time to learn, grow, and rediscover her voice. She had time to be introspective and reflect on her past political mistakes.
She also had time for the political era to change. As others have noted, Harris was probably at her best in California when she could emphasize her experience as a prosecutor. But by the time the 2020 Democratic primaries rolled around, Harris was, in the words of Nicole Allan, “running at a time when progressive voters were uniquely focused on criminal-justice reform and suspicious of law enforcement.”
Today’s political environment might allow Kamala to be her authentic self again.
Harris might have also learned what does and does not work for her. I would volunteer some (admittedly superficial) tweaks:
· Have fun, but don’t guffaw (it might not be fair, but her laugh has spawned mockery and memes).
· Avoid cliched or nonsensical word salad refrains and meaningless platitudes. Give up the soaring rhetorical flourishes, at least till November.
· Skip the cynical deployment of identity politics — people will know you are making history without you saying it.
If Harris can make these adjustments, pick a qualified and competent running mate, look competent and strong — and avoid being defined and destroyed by Trump and his team — she could put Democrats back in the game.
Donald Trump is a master bully, so this fight won’t be easy. Kamala just needs to shake it off and hold it together for three-and-a-half months. It’s early yet, but her new “eras tour” is off to a great start.
Matt K. Lewis is a columnist, podcaster and author of the books “Too Dumb to Fail” and “Filthy Rich Politicians.”
