While it might seem unconventional, the sudden endorsement of Vice President Kamala Harris by President Joe Biden as the Democratic nominee last month brings to mind the surprise release of Beyoncé’s self-titled album in 2013. Both events were unexpected, ignited widespread excitement, and sparked significant public discourse. Practically overnight, Harris transitioned from being the overlooked second-in-command to the Democratic Party's beacon of hope, with a legitimate shot at becoming the first female president of the United States.
The weeks following this announcement have resembled a honeymoon period for Harris’s campaign. Donations are surging, media coverage has overwhelmingly favored her, and social media is buzzing with memes and discussions, most of which remain positive and engaging. This momentum is something both Harris and the Democratic Party are eager to maintain, especially as she prepares to officially accept the presidential nomination at the upcoming Democratic National Convention.
Harris’s surge in popularity can be partially attributed to her strategic decision to bypass traditional media channels in favor of direct communication with the public. This method has allowed her to control her narrative, much like Beyoncé, who has famously kept the press at arm's length, preferring instead to connect with her audience through her art and carefully curated social media presence.
Despite this, the public still lacks a comprehensive understanding of Harris’s policies and leadership style compared to the current administration. As of now, her official campaign website does not feature a detailed policy platform. While her rallies are filled with feel-good Democratic rhetoric and broad discussions of her values and goals, they often lack specific plans or actionable steps. Crucial issues remain unaddressed: How will she navigate the complex situation in Gaza? What’s her stance on taxing tips? Will she champion an executive order on abortion rights, or will she seek to collaborate with Congress?
In these formative days of her campaign, Harris is acting as a mirror, reflecting the aspirations and desires of her supporters. This approach allows her to appeal to a broad spectrum of voters, including those with differing opinions, as each sees in her what they wish to see. It’s a tactic that has proven effective, exemplified by the woman behind Harris’s campaign anthem: Beyoncé.
Lessons from Beyoncé on Mastering PR
At first glance, comparing Kamala Harris, a presidential candidate, with Beyoncé, a multi-talented music icon, might seem like comparing apples to oranges. One is a public servant; the other is a record-breaking artist with a global fanbase. However, in today’s media-driven political landscape, the lines between politics and celebrity culture are increasingly blurred. Sometimes, it’s hard to tell whether people are discussing their favorite pop star or their chosen candidate.
Beyoncé has long been known for her selective engagement with the media, often bypassing traditional channels to speak directly to her fans through album releases and curated social media content. This approach has allowed her to maintain control over her public image while avoiding the pitfalls that often come with overexposure. She hasn’t given a traditional television interview in years, exemplifying the decline of the celebrity profile, once a staple for A-list stars. Now, Harris is adopting a similar approach, choosing to engage directly with voters rather than navigating the often tricky waters of media scrutiny.
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It’s no coincidence that the Harris campaign sought permission to use Beyoncé’s “Freedom,” a track from Lemonade, arguably the singer’s most socially conscious album. Lemonade marked a significant shift in Beyoncé’s public persona, shedding her pop princess image to embrace a more political and unapologetically Black identity. This transformation resonated with audiences in a post-Trayvon Martin, post-Mike Brown world, where discussions about race and justice were becoming increasingly urgent.
In the music video for “Formation,” the album’s lead single, a young Black boy dances defiantly in front of police officers, who eventually raise their hands in surrender. The video closes with Beyoncé atop a sinking police car, a powerful metaphor that resonated in a nation grappling with racial injustice. For many, this was a wake-up call to the realities of systemic racism in America, delivered in a way that was both provocative and visually arresting.
Yet, even as Beyoncé delivered this bold message, she remained strategically vague about her personal beliefs. By gesturing toward the work of Black feminists and civil rights leaders without explicitly stating her stance, Beyoncé allowed her audience to project their own interpretations onto her work. This ambiguity has helped her maintain a broad appeal while avoiding the pitfalls of being labeled as too political or too controversial.
Navigating the Challenges of Identity
Another obvious similarity between Harris and Beyoncé is their identity as Black women. This identity comes with its own set of challenges, as they both navigate a world where they’re expected to be twice as good to get half as far. In public life, mistakes are inevitable, and definitive statements can be risky. Beyoncé’s strategy of silence has allowed her to avoid the criticism often directed at outspoken Black women. This quiet approach has helped her maintain a pristine image in an era where oversharing and social media scandals are common. However, this tactic is more complicated for a politician.
The expectations placed on Harris are immense. As a Black woman running for the highest office in the nation, she faces heightened scrutiny, with her every move dissected and analyzed. This scrutiny is compounded by the pressure to represent not just herself, but the hopes and aspirations of millions of Americans who see her candidacy as a historic moment. The stakes are high, and Harris’s ability to navigate these challenges will be crucial to her success.
Why This Strategy Doesn’t Work in Politics
Unlike an entertainer, Harris, by the nature of her role, cannot completely avoid the media. Although she’s been selective with her press interactions, she hasn’t held a press conference or participated in a sit-down interview since becoming the presumptive nominee. It’s clear that Harris prefers direct communication with voters over engaging with the press.
There’s a significant difference between the two: While the public may crave Beyoncé’s opinions on hot-button issues, she’s under no obligation to share them. In contrast, a politician, especially one seeking the highest office in the nation, must clearly communicate their vision and how they plan to achieve it. Voters deserve to know a candidate’s stance on critical issues, and the media plays a crucial role in holding candidates accountable.
In typical election cycles, candidates are pushed to detail their policy plans to convince voters they’re the best choice. Harris’s first presidential campaign in 2019 highlighted the challenges of remaining non-specific. When pressed on her stance on policing, she struggled to articulate her evolving views, a stark contrast to the confident, assertive figure she presented in Senate hearings.
But this election cycle is far from typical. Harris has skipped the primary process, and the enthusiasm surrounding her candidacy might tempt her to rely on her public image, much like Beyoncé. However, Harris must be prepared to engage with all Americans, not just her supporters.
Although it may seem unfair to hold Harris to a higher standard, especially when compared to former President Donald Trump’s evasiveness on policy issues, it’s a necessary expectation. Harris is more than capable of making her case to the American people — the real question is, will she?
The Road Ahead: Will Harris Rise to the Challenge?
As Harris’s campaign continues to gain traction, the challenges she faces will only intensify. The media and the public will demand more clarity on her policy positions, and her ability to articulate a clear and compelling vision for the future will be put to the test. The comparisons to Beyoncé, while interesting, highlight a key difference between the world of entertainment and the world of politics: in politics, ambiguity can be a liability.
Harris’s success will ultimately depend on her ability to balance the charisma and relatability that have endeared her to voters with the substantive policy discussions that are essential to winning the presidency. As the campaign progresses, Harris will need to move beyond the honeymoon phase and demonstrate that she is not only a historic candidate but also a leader with the vision and capability to address the complex challenges facing the nation.
In the end, Harris’s journey may mirror Beyoncé’s in some ways, but the stakes are much higher. The American people are not just looking for a cultural icon; they are looking for a leader who can guide the country through uncertain times. Harris has the potential to be that leader, but she must be willing to engage in the tough conversations and provide the detailed plans that voters expect from a future president.