Kamala Harris and Tim Walz Embrace Optimism

“Thank you for bringing back the joy,” Tim Walz told Kamala Harris in his first speech after agreeing to join her as a running mate. Walz has continued highlighting this theme, describing himself and Harris as “joyful warriors” against adversaries who “try and steal the joy.” Donald Trump has criticized Harris’s frequent laughter, but the Democrats are embracing a positive, uplifting atmosphere while Republicans emphasize themes of American decline.

The contrasting moods of the two presidential campaigns are striking. When asked what makes him happy, Trump’s running mate, JD Vance, responded that he smiles at many things, including “bogus questions from the media,” and expressed anger at what he believes Harris has done to the country. Trump and other right-wing populists worldwide have effectively harnessed fear and anger in their campaigns.

Manos Tsakiris, director of the University of London’s Centre for the Politics of Feelings, notes that “visceral states and feelings appear at the forefront of the political conversation” today. Voters are often more emotional than rational, and emotions can have different impacts across various societal groups. Research in the U.S. suggests dissatisfaction with politicians is more likely to mobilize white voters to vote, while minority voters may turn to other forms of activism.

In the past, Democrats have countered negativity with facts. Although fear of Trump drove voter turnout in 2020, similar warnings about his return have been less effective this time. People can become indifferent or passive when facing threats like the climate crisis. In contrast, deliberative democracy methods, such as citizens’ assemblies or community activism, can foster a sense of political engagement. Offering people something to advocate for, rather than just against, can be powerful, though there is more research on how emotions like anger influence politics than hope.

In 2022, Luiz Inácio Lula da Silva defeated Jair Bolsonaro’s bleak vision of Brazil with hope, and Rahul Gandhi’s message of love and solidarity during his journey across India challenged Prime Minister Narendra Modi’s divisive approach, costing him his parliamentary majority. In Britain, the Liberal Democrats’ successful election campaign exuded joy. However, critiques of “cruel optimism” caution that positive emotions can sometimes make people feel good about poor political decisions. Ferdinand “Bongbong” Marcos won the Filipino presidency in 2022 through a feel-good social media campaign that glamorized his family and his father’s dictatorship.

In the U.S., Ronald Reagan’s optimistic “Morning in America” advertisement was well-received, but Hubert Humphrey’s “politics of joy” did not win him the presidency. For Harris—like Humphrey, a vice-president seeking the presidency—urging voters to feel happy while they worry about expenses could backfire. The Trump campaign, caught off guard, seems to be shifting its focus to criticizing her record.

Harris appears aware of this challenge, balancing her positive message by acknowledging issues like high grocery prices. However, finding the right tone will become more complicated if a recession occurs, and policy will take on greater importance. The Democrats are hoping for the best, but positive vibes alone may not be enough, even in a short campaign.

This article draws from insights by Manos Tsakiris and examples from recent global political campaigns.