WASHINGTON DC, USA — With the 2024 presidential race accelerating, Vice President Kamala Harris finds herself at a crossroads where strategic communication could determine the trajectory of her campaign. A key factor rooted in psychology is the primacy effect, which is the notion that first impressions tend to have a lasting influence.
For Harris, crafting an initial narrative that resonates with a wide array of voters may be crucial in defining her candidacy and positioning her to challenge former President Donald J. Trump, who can dominate in shaping media narratives.
The primacy effect is a cognitive bias that underscores the importance of early messaging. In a highly polarized political landscape, the themes Harris emphasizes in her speeches, interviews, and public appearances could cement perceptions in the minds of voters, particularly the undecided. If these early messages don’t effectively frame her as a leader who can address the nation’s broader concerns, it could allow Trump to seize the moment, setting the narratives in his favour.
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As of now, Harris has emphasized reproductive rights as a cornerstone of her campaign, a decision closely tied to the Supreme Court’s 2022 decision to overturn Roe v. Wade. While this issue mobilizes her progressive base, narrowing her message too early risks alienating voters more concerned with economic stability, healthcare, and national security issues.
The challenge is not unfamiliar. During her 2020 presidential bid, Harris faced backlash over her record as a prosecutor. While she later clarified her positions on criminal justice reform, the initial impressions lingered, casting her as a “tough-on-crime” candidate. This perception complicated her efforts to connect with certain progressive factions within the Democratic Party. What was the lesson from that experience? Early narratives, once set, are difficult to reverse.
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Harris’s team should adopt a more diversified communication strategy to mitigate this risk. Rather than centring her messaging solely on reproductive rights, Harris could lead with themes that address broader voter concerns before circling back to her core progressive positions.
This approach would allow Harris to harness the power of the primacy effect, crafting an impression that positions her as a well-rounded candidate capable of tackling a range of challenges. Once a newer, broader narrative is established, she can return to her defense of reproductive rights, reinforcing her dedication to the issue without being perceived as a single-issue candidate.
For Harris, the stakes are exceptionally high given Trump’s previous ability to dominate media cycles and frame his opponents. Trump’s campaign is already focused on painting his Democratic rivals as disconnected from voters’ everyday concerns. Should Harris’s messaging fail to account for this, Trump could exploit any perception of confinement, furthering a narrative that she is out of touch with working-class Americans.
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Avoiding this trap will require a strategic shift in messaging and a disciplined focus on agenda-setting. If Harris can steer the conversation toward topics that resonate broadly with the electorate, she may be able to prevent Trump from monopolizing the discourse. This strategy could define the 2024 narrative in her favor.
Ultimately, Harris’s ability to strategically leverage the primacy effect while balancing her progressive values and a broader, more inclusive platform could prove decisive. Failure to do so could leave her vulnerable to the dynamics that have fueled Trump’s political resurgence, limiting her appeal and undermining her chances of securing the presidency.
The clock is ticking for Harris to solidify her standing in the minds of American voters, shaping the impression that may well determine her campaign’s success or failure.
Artie Fields is an expert in persuasion and influence marketing with over 20 years of international experience. He is currently serving as a strategic communication manager where he leads strategic initiatives across multiple programs and divisions. He writes from Washington DC, USA.
The opinions expressed in this article are solely those of the author.
