Over the previous month, American and worldwide media has supplied a myriad of analyses and opinions on the US elections and Donald Trump’s victory. Pundits have pinned the blame for Democratic candidate Kamala Harris’s loss to varied communities who supposedly refused to vote for her or to the Democratic Celebration for failing to deal with their grievances.
Definitely, the Harris marketing campaign might have performed extra to push a constant message reaching out to a few of these communities, however the concept the Democrats misplaced this election as a result of they ignored the People’ issues concerning the economic system, immigration or “woke” politics doesn’t maintain a lot water.
It’s a lot simpler to know what occurred on November 5, if one zooms out and considers the larger image in US politics over the previous decade and half. Along with his electoral victory, Trump gained a tradition struggle that began with the rise of the Tea Celebration motion in 2009 and social media.
The best way to wrestle US politics again from Trumpism and defeat it electorally is to plot a method aimed toward preventing again and successful this struggle.
Waging a tradition struggle
The Tea Celebration motion emerged in 2009 as Barack Obama took workplace with guarantees of a progressive agenda. It stood in opposition not solely to the Democratic Celebration but additionally to the “Republican institution”, pushing a wide range of populist narratives. Its agenda and drive helped the Republicans win a majority within the Home of Representatives within the midterm elections in 2010, demonstrating the favored enchantment of its anti-establishment rhetoric.
In the course of the second Obama time period, far-right ideologue Stephen Bannon and right-wing financiers Robert and Rebekah Mercer received along with army propaganda specialists from UK-based Strategic Communication Laboratories (SCL) to translate the message of the Tea Celebration right into a coherent, extremely professionalised communication strategy. This technique sought to weaponise social media and wage a tradition struggle, polarising American society and pitting massive swaths of the voters in opposition to perceived cultural elites.
Bannon’s collaboration with SCL led to the founding in 2013 of Cambridge Analytica, which was employed by the Trump marketing campaign in June 2016. The now-defunct political consulting agency harvested hundreds of thousands of Fb profiles with out authorisation, and developed large knowledge fashions to affect particular voters in battleground states with personalised political commercials that exploited voters’ interior fears and anxieties about key points, such because the economic system, terrorism and immigration.
The marketing campaign reached a broad vary of teams throughout the left-right divide. Black People had been hit with messages that put the highlight on Trump opponent Hillary Clinton’s older problematic statements about Black youth as “superpredators”. Trump additionally muddied the waters amongst antiwar left-wingers with false claims that he was in opposition to the Iraq struggle and emphasising that Clinton was in favour.
Proper-wing People’ fears about nationwide safety, Muslims and immigration had been amplified with imagery evoking the spectre of terrorism and chaos if the Democrats gained. Trump appealed to white working-class communities within the Rustbelt who beforehand voted for Obama and promised to serve their pursuits by stopping immigration, renegotiating worldwide commerce offers, and prioritising industrial growth in rural America.
Deploying propaganda in elections
The themes and ways of the primary Trump marketing campaign laid the idea for what was to return. The relentless stream of Trumpist messaging has by no means actually stopped – not when he was in authorities, and definitely not when, after dropping in opposition to Joe Biden in November 2020, he fuelled a motion that led to the Capitol riots in January 2021.
Throughout Trump’s 2024 re-election marketing campaign, the momentum of the tradition struggle helped him warp goal actuality right into a fantasy world the place the American economic system allegedly reached close to catastrophic standing, and migrants had been guilty for just about each ailing of American society – from excessive housing prices to the opioid disaster, from low wages to gun violence.
The Republican ticket used faux information and emotionally charged narratives that amplified frustrations a couple of vary of points into resentment and even hate in opposition to not solely migrants, but additionally transgender folks, progressive activists, the Democratic management and Harris herself.
Thus, many Trump voters didn’t forged their vote on the idea of some materials actuality the place financial hardship and unsustainably excessive immigration are undisputed details. They voted based mostly on perceptions of those points created by pervasive messaging that successfully amounted to propaganda.
These culture-war methods violate the scapegoated teams’ elementary rights to freedom from hurt and discrimination. In addition they pervert the principles of democracy by trying to cut back voters’ potential to make knowledgeable, autonomous decisions about key points that have an effect on them.
As modern propaganda research present, this doesn’t imply that voters have been merely duped as in the event that they haven’t any company within the matter. What Trump stands for was a lot clearer this time than it had been in 2016, when he was nonetheless a newcomer to nationwide politics.
Folks do, to various levels, vote strategically, and the extent to which they purchase into politicians’ messages can be variable. Accounts from the bottom counsel that many have actively embraced Trumpist exclusionary and bigoted sentiments. The targets of the propaganda, as thinker Jason Stanley argues in his guide, How Propaganda Works, bear some accountability for decreasing their guard, and thus letting themselves be captured by the propagandist’s tales.
In distinction, three intense months of campaigning by the Harris-Walz ticket was not sufficient to place up a profitable defence to Trump’s tradition struggle propaganda. They tried to galvanise their base after Biden’s withdrawal from the race in July, however made vital errors, corresponding to refusing to meaningfully have interaction with the pro-Palestinian motion, whereas searching for endorsements from institution Republicans, who had been the primary casualties of Trump’s tradition struggle.
Defeating Trumpism
So how do the Democratic Celebration and its allies combat again, particularly throughout a Trump presidency through which the Republicans have full management of Congress and a beneficial majority within the Supreme Courtroom?
The very first thing that Democrats and progressive forces must do is to recognise that, whereas frank and open debate is required to chart a method ahead, acrimony and fragmentation won’t serve them properly: the harsher the infighting, the stronger Trump and his administration can be.
The opposition ought to contemplate uniting on two broad fronts. One is demanding far-reaching regulatory reforms of the social media area that will put an finish to the unbridled rule of tech billionaires, who bear an enormous accountability in enabling and monetising the Republican info ecosystem.
Right here, they will be taught from the EU Digital Providers Act, the primary far-reaching transnational regulation of tech platforms; the EU Fee has already taken a robust stance in opposition to Elon Musk’s X for its refusal to adjust to the principles. Passing related laws in Congress gained’t be an possibility within the quick time period, however doing the groundwork can mobilise the broader public who is anxious concerning the rising risks of social media manipulation and affect of their lives.
A militant strategy is required right here to sensitise folks concerning the want for respectful democratic debate knowledgeable by science and correct info, and concerning the harms to human rights posed by hate speech. Progressives ought to refashion these matters with forward-looking and interesting narratives – the Harris marketing campaign’s reappropriation of “freedom” might be a terrific place to begin.
The second entrance on which Democrats and progressives should come collectively is crafting a daring and wide-ranging imaginative and prescient for the long run that’s in radical distinction with Trumpism. This new imaginative and prescient ought to uncompromisingly endorse humanism, racial and financial justice for Americans and migrants alike, safety of LGBTQ rights, and international solidarity. This contains stopping army help for Israel, and dealing along with different international locations to deal with local weather change and pandemics.
An equally wide-ranging communication counteroffensive is required, one which makes use of moral, hopeful, in style narratives to revitalise political participation, and restore belief within the elementary values of democracy and equality.
The challenges that progressive actions face in America will not be an remoted occasion. Proper-wing populists are advancing in Europe and different components of the world, following the same playbook tailored to native contexts.
A transnational coalition of left-wing and centrist forces might counter international Trumpism. The latter thrives on division, polarisation and the dehumanisation of those that assume and act in a different way. Unity, empathy and a deeply humanistic angle are wanted to counter its poisonous politics and rebuild an electorally aggressive different.
The views expressed on this article are the writer’s personal and don’t essentially mirror Al Jazeera’s editorial stance.