Kamala Harris’ historic presidential bid for the White House represents a significant moment in American politics. If elected, she would become the first woman president, adding to her existing milestones as the first Black woman and South Asian American to lead a major party ticket. Yet, rather than emphasizing these historic elements in her campaign, Harris is focusing on her middle-class upbringing and her prosecutorial track record.
A Different Approach to History-Making
Unlike Hillary Clinton’s 2016 campaign, which prominently featured her gender with slogans like “I’m With Her” and symbolic white pantsuits, Kamala Harris’ historic presidential bid takes a different route. Harris is not heavily promoting the history-making aspects of her campaign in TV ads or stump speeches. Instead, she’s spotlighting her work as an attorney general and her record of taking on Wall Street banks and Big Pharma.
This approach reflects not only Harris’ style but also a shift in the electorate over the past eight years. Movements like the Women’s March, #MeToo, and the fight over Roe v. Wade have transformed how voters perceive women in leadership roles. According to former Illinois Senator Carol Moseley Braun, focusing on being “the first” could backfire by inviting accusations of “playing the race card.” Instead, Harris is betting that swing voters care more about her record and platform than her place in history.
Strategic Messaging in Battleground States
In her campaign, Harris is borrowing from Barack Obama’s playbook. Obama, during his 2008 campaign, rarely mentioned his race, even as he became the first Black president. Harris is similarly downplaying her identity in favor of connecting with voters on shared values and experiences. For example, her ads in swing states emphasize her summer job at McDonald’s and her record of standing up for the middle class.
During her recent bus tour across western Pennsylvania, a predominantly white and working-class area, Harris focused on her economic message. Donna Brazile, a former Democratic National Committee chair, noted that Harris needs to appeal to voters who feel left behind—voters who once supported Obama but have since swung to Trump. Harris is aiming to show these voters that she sees and understands their struggles.
Navigating Identity and Stereotypes
While Kamala Harris’ historic presidential bid doesn’t shy away from her identity, she’s not making it the centerpiece of her campaign. She’s chosen to highlight it selectively, such as during speeches at historically Black colleges or in interviews with Black media outlets. Harris’ campaign merchandise, featuring slogans like “The First But Not the Last,” and her use of Beyoncé’s song “Freedom” as walk-on music, subtly nod to her trailblazing role without overwhelming her broader message.
However, her identity has not gone unnoticed by her opponents. Donald Trump, her Republican rival, has focused heavily on her race and gender in his attacks, questioning her biracial identity and using derogatory terms. Harris’ responses to these attacks have been strategic, often employing humor or simply ignoring them, a marked contrast from how gender politics have been handled in the past.
A New Era for Women in Politics
Harris’ decision not to focus on her gender may also reflect a changed political landscape. Clinton’s 2016 campaign broke new ground for women candidates, making it possible for Harris to adopt a more subdued approach. As Patti Solis Doyle, who managed Clinton’s 2008 run, pointed out, Harris can now follow “the Obama playbook,” where her identity as a woman of color is evident without needing to be overtly discussed.
Moreover, the visibility of women in positions of power has grown significantly since 2016. With more women in Congress and gubernatorial offices than ever before, the American electorate is increasingly accustomed to seeing women in leadership roles. This shift means that Kamala Harris’ historic presidential bid can focus on policy and values, rather than solely on breaking barriers.
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