The problem isn’t the message. It’s getting people to hear the message.
While pundits and strategists wring their hands and insist that the Democrats have “a messaging problem,” that diagnosis misstates the real problem. Chris Hayes recently–and accurately–wrote an essay for the New York Times (which, to ironically emphasize his point, MAGA folks are highly unlikely to read), in which he quite accurately described our information environment, where the problem isn’t the message, it’s getting people to hear the message.
Take the national election in 2024. Hayes (again, in my view, quite accurately) asserts that the Harris-Walz campaign’s message was fine. The campaign not only spent ample money on advertising, it concentrated that effort in the swing states–and as a result, swing state voters were less likely to defect to Trump than in non-swing states. “And the message of those ads was in line with a lot of what many critics have suggested — focused on core economic issues and framed in populist terms, with Kamala Harris portrayed as an ally of the working class.”
In other words, even though she lost, her core problem was not her message, however imperfect it might have been. It was an inability to get enough people to hear it, in spite of record-breaking advertising spending. If Mr. Trump had not run a single paid advertisement in the race, he almost surely would have dominated the single most important resource of our age: attention. Democrats need to win the attention contest in 2026 and beyond if they want to win back the country.
And winning attention is a lot harder than it used to be.
For one thing, as Hayes notes, ever since Teddy Roosevelt coined the term “bully pulpit,” the political party that doesn’t control the White House has struggled to match the agenda-setting power of the presidency. And as he also points out, today’s asymmetry is more daunting and profound than ever, because Trump has a “feral, almost pathological genius for getting people to talk about him, and to a degree that his supporters find thrilling and his opponents find suffocating, he dominates the nation’s and the world’s attention.”
As I have often argued on this blog and elsewhere, the fragmentation of our information environment frustrates efforts to communicate with a broad and diverse public. Not only have we lost the community newspapers that were widely trusted, and that accurately if scantily reported national news along with the results of the last City Council vote, not only do we have national mass media news that is little more than propaganda (think Fox and Sinclair); people use the Internet to confirm their biases rather than to access sources of vetted journalism.
Add to that–as one of the commenters to this blog regularly reminds us– the national penchant for entertainment. Given a choice between a football game and a news program–or a choice between a concert and a lecture–millions of Americans will happily choose the game or the concert. Hayes’ advice to Democrats is to “go everywhere”–to appear in forums that are untraditional. Podcasts, television shows, places where candidates talk “off-script” and with “lots of different kinds of interlocutors.”
And in our social media age, he emphasizes the need to post. Constantly.
It’s not just how you campaign and which outlets you talk to, though. Successful campaigns must prioritize producing content. One thing successful content creators will tell you about excelling in the world of digital attention is that there’s no penalty for quantity. No one checks your percentages — only your total numbers. You need to always be posting if you want a better chance of things going viral or at least ending up in the algorithmic slipstream that shoots it out to millions of eyeballs. So Democratic campaigns and candidates should be thinking about how their campaigns are going to produce a lot of attention-grabbing short-form videos to meet the most disengaged and youngest voters where they are.
He points to candidates who have effectively used social media–Mamdani in New York, AOC, a North Carolina candidate. Hayes also counsels candidates not to be risk-averse, not to worry about negative attention. (The proof of that recommendation has to be Donald Trump, who–despite his demonstrable lack of mental acuity–was evidently born knowing that any and all publicity is good publicity.)
As Hayes argues, the public has become distracted and distractible, and gaffes, controversial and even offensive statements no longer matter the way they did. When people are distracted, they rarely recall anything but the name.
And we’re all distracted all the time now.
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