WWho knew that the word “strange” would have so much political power? Since Kamala Harris’ recently chosen vice presidential running mate, Minnessota Gov. Tim Walz, went viral for suggesting that the Trump-Vance ticket was “weird,” the Democratic race for the White House has gained new momentum. It also marked an important intervention in political communication – a new vocabulary and message board at a time when terms like “autocrat”, “enemy of democracy” and “dictator” have often failed to win elections against illiberal leaders around the world.
Although “strange” deserves criticism due to its playground, an intimidating character, was a new, even surprising, idea that quickly captured the attention of a large audience. Unlike Hillary Clinton’s “deplorables,” Walz’s use of “outsider” focused on leaders, not voters, a much more accepted form of attack. The use of “weird” as a qualification also sent the message that Democrats are not afraid. Like Walz put it: “The fascists depend on us returning, but we are not afraid of strange people. We are a little scared, but we are not afraid.”
The introduction of “weird” as a buzzword did more than just label Trump and Vance: it solidified Walz’s image as “anti-weird.” Why does this matter? Personality plays an increasing role in our contemporary politics – political figures operate on the global stage and as part of what researchers call “political personalization”, We pay more attention to personalities than to policies, institutions, parties – or even facts. Walz sent the “vibes” voters needed: a certain Midwestern, cheerful, working-class, cheerful, even goofy political character, a white guy who was a football coach, a senior, and a high school teacher ( seriously, all three? then even a governor?), and who feels so comfortable laughing at a state fair like ridiculing Republican leaders in elite media studios.
Even in highly manufactured media environments, Walz manages to project authenticity: he’s still the guy people want to have a beer with. And this persistent performance of authenticity is what works in contemporary politics – the paradoxical demand to be yourself when everything around you is fake. In contrast to showy and exhibitionist performances, people increasingly seek out everyday political activities. charm: a person who is “just like us.”
See more information: What is Tim Walz’s position on the issues
This is a very delicate balancing act. Walz’s authenticity will be tested every step of the way. In an intense and completely controlled campaign environment, your personal charm and story will need to shine – without being seen as “fake” or even “reprehensible”. There is a very fine line between successful and failed performances of authenticity, especially at times when voters are relentlessly bombarded by news and images, making politicians’ trustworthy charm a defining characteristic of their political power.
While charisma is built at a distance from the public, charm is marked by proximity. Would you like to date the guy in person and online? This is the final test that politicians must pass. Of course, this is a “weird” requirement – non-charming people can be excellent at getting a job done. Yet this is the reality of contemporary politics: it is built on the public performance of authenticity. Ignore this at your peril.
Walz won the “chemistry test”, not just online, but also in person with Harris. Its authenticity worked beyond television studios and well-curated social media reels. Walz convinced Harris that he could be a reliable, fun guy to share responsibilities and stress with. Harris and Walz continued the performance of authenticity and “happy warriors” at his first rally in Philadelphia on August 6, where Walz even thanked Harris for “bringing back the joy.” They are now the merry American dream team, represented by their campaign donation image showing Harris looking to the future Obama-style, while Walz flashes a big smile, looking directly into the audience’s eyes.
At the same time, it’s worth remembering that most Americans know close to nothing about Walz; His image has only a few contours on the national scene and can be radically reshaped by attacks. The current authentic image can still be destroyed by narratives about potential or invented fraud, inefficiency or political extremism. Charm oscillates on a spectrum of seduction and deception, and attacks always attempt to prove deception.
To win elections, Democrats need to convince many in the center, will not please the loudest leftist voices on social media. They must win over white, working-class, non-college-educated voters. That the Trump campaign was so concerned about Pennsylvania governor and vice presidential hopeful Josh Shapiro that they supported a leftist anti-Semitic campaign against him It’s a good reminder of the shaky ground they find themselves on: they find a centrist stance combined with good performance capabilities and a strong record of achievement in a swing state to be particularly threatening.
Walz’s task will be to remain happybut to reassure diverse constituencies that the ticket offers an inclusive, reasonable, and efficient bipartisan policy that unites us in times of devastating polarization and enormous global threats.
Laughing and enchanting can be good weapons in these times.
This story originally appeared on Time.com read the full story
