With President Biden out of the 2024 race, Democrats and allied groups are launching a concerted effort to reshape Vice President Kamala Harris' image as a more moderate candidate, aiming to mitigate her perceived vulnerability among moderate and swing voters.
With President Biden's withdrawal from the 2024 presidential race, the Democratic Party is facing the task of selecting a new candidate to challenge former President Trump. Vice President Kamala Harris is widely seen as a leading contender, but her relatively far-left image has raised concerns among some within the party.
In response, Democrats and allied super PACs are launching a coordinated campaign to recast Harris as a more moderate, centrist figure. Future Forward, the largest Democratic-leaning super PAC, has announced a $50 million advertising buy in six battleground states to promote Harris' candidacy. American Bridge 21st Century, the second-largest independent supporter of Democrats, will also begin airing ads in Michigan, a key swing state.
Democrats Ramp Up Efforts to Rebrand Kamala Harris as a Moderate Amidst Biden's Withdrawal
Women Vote, part of the Emily's List network, is also investing $2 million to target younger women voters in four battleground states. These efforts aim to highlight Harris' experience as a district attorney, attorney general, and vice president, emphasizing her record of fighting for the rights of children, homeowners, and consumers.
Harris' far-left image has been a persistent liability throughout her political career. Critics have pointed to her support for Medicare for All, the Green New Deal, and defunding the police as evidence of her extreme views. These positions have alienated moderate and swing voters, who are crucial to winning a national election.
Democrats Ramp Up Efforts to Rebrand Kamala Harris as a Moderate Amidst Biden's Withdrawal
The recent efforts to rebrand Harris as a moderate are an attempt to address this vulnerability. By emphasizing her experience in law enforcement and her willingness to work with Republicans on certain issues, Democrats hope to soften her image and make her more palatable to a broader electorate.
National polls have sent mixed signals regarding Harris' chances of defeating Trump in a head-to-head matchup. Some polls show a tie, while others show a slight lead for either candidate. A recent New York Times/Siena College survey found that Trump leads Harris by only one percentage point among likely voters, 48% to 47%. Among registered voters, Trump led Harris by two percentage points.
Democrats Ramp Up Efforts to Rebrand Kamala Harris as a Moderate Amidst Biden's Withdrawal
Despite Harris' efforts to rebrand herself, Trump remains a formidable opponent. He has a large and enthusiastic base of supporters, and he is adept at using negative messaging to attack his opponents. MAGA Inc., a super PAC supporting Trump, is planning to spend $32 million on anti-Harris ads before Labor Day, bringing its total spending during that period to $72 million.
The Democrats' efforts to rebrand Harris as a moderate are a critical part of their strategy to win the 2024 election. But they face an uphill battle against Trump, who is a formidable opponent with a clear advantage in negative messaging. The next few months will be crucial for both sides as they attempt to shape the narrative and win over the hearts and minds of voters.
Democrats Ramp Up Efforts to Rebrand Kamala Harris as a Moderate Amidst Biden's Withdrawal
