The Center for Working-Class Politics (CWCP) recently tested a variety of political messages on voters in Pennsylvania, a key battleground for both campaigns, to determine what kind of rhetoric is working to nudge blue-collar voters toward Harris. In collaboration with the polling firm YouGov, we polled a representative sample of 1,000 eligible voters in Pennsylvania between 24 September and 2 October 2024. We asked respondents to evaluate different political messages that they might hear from Harris and Trump, and to score them on a scale of favorability.
In line with our past research, we found that economically focused messages and messages that employed a populist narrative fared best relative to Trump-style messages about Biden’s competence, immigration, corrupt elites, critical race theory, inflation, election integrity and tariffs. No surprise there. Meanwhile, Harris’s messages on abortion and immigration fared worse than any of the economic or populist messages we tested.
Yet no message was as unpopular as the one we call the “democratic threat” message.
Much like Harris’s recent rhetoric, this message called on voters to “defend our freedom and our democracy” against a would-be dictator in the form of Trump. It named Trump as “a criminal” and “a convicted felon” and warned of his plans to punish his political enemies. Of the seven messages we tested, each relating to a major theme of the Harris campaign, the “democratic threat” message polled dead last.
It was the least popular message relative to the average support for Trump’s messages. And it was the least popular message among the working-class constituencies Harris and the Democrats need most.
Among blue-collar voters, a group that leans Republican, the democratic threat message was a whopping 14.4 points underwater relative to the average support for Trump’s messages. And among more liberal-leaning service and clerical workers, it was also the least popular message, finishing only 1.6 percentage points ahead of the Trump average. Even among professionals, the most liberal of the bunch and the group that liked the message the best, the message barely outperformed Trump’s messages.
The exact opposite is true for the “strong populist” message we tested. This message, which combined progressive economic policy suggestions with a strong condemnation of “billionaires”, “big corporations” and the “politicians in Washington who serve them”, tested best with blue-collar workers, service and clerical workers and professionals.
If we break down the results by party we find much the same story. Republicans – who didn’t prefer any of Harris’s messages over Trump’s messages – preferred the strong populist message the most. And they overwhelmingly rejected the democratic threat message, on average preferring Trump’s messages over this by over 75 points. Among independents – an imperfect proxy for nonpartisan voters – the strong populist message was best received, while the democratic threat message was least favored. Only Democrats strongly preferred the democratic threat message, and even then it was among their least favorite.
….Moreover, the distaste for the democratic threat message among working people, and the total obliviousness to that distaste among campaign officials, is evidence itself of the huge disconnect between Harris and the working-class voters she desperately needs to win. Worse, every ad or speech spent hectoring about the Trumpian threat is one less opportunity for Harris to focus on her popular economic policies; one less opportunity to lean into a populist “people v plutocrats” narrative that actually does resonate with the working class.
The electoral college has become a gun held to the head of US democracy
Lawrence Douglas
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If Harris loses, it’ll be because the campaign and the candidate represent a party that is now fundamentally alien to many working people – a party that has given up on mobilizing working people around shared class frustrations and aspirations. A party incapable of communicating a simple, direct, progressive economic policy agenda. A party so beholden to a contradictory mix of interests that, in the effort to appease everyone and offend no one, top strategists have rolled out a vague, unpopular and uninspiring pitch seemingly designed to help them replay the results of the 2016 election.
Ironically, if Democrats are keen to defend democracy they would do well to stop talking about it. Instead, they should try to persuade voters on an economic vision that seeks to end offshoring and mass layoffs, revitalize manufacturing, cap prescription drug prices and put working families first.
“In other words,” Guastella concludes, “they should sound less like Democrats and more like populists.”
In a crazy-close presidential race that may come down to Pennsylvania, Kamala Harris is getting some late help, and not just from the racist comedian at Trump’s New York City rally, as I explained at New York:
As you probably know, we’re in the final week of a dead-even presidential contest between Kamala Harris and Donald Trump, with Pennsylvania’s 19 electoral votes being the most desperately sought prize by both campaigns. Team Trump is already having a difficult week in the Keystone State thanks to a crude racist joke about Puerto Rico that one of Trump’s comedian buddies told at his wild Madison Square Garden rally, which is not going over well among the pivotal bloc of Puerto Rican voters in northeastern Pennsylvania. Now, Harris has gotten a helping hand in the same vicinity from none other than House Speaker Mike Johnson, as NBC News reports:
“House Speaker Mike Johnson took a dig at Obamacare during an event in Pennsylvania on Monday, telling a crowd there will be ‘massive’ health care changes in America if Donald Trump wins the election.
“’Health care reform’s going to be a big part of the agenda. When I say we’re going to have a very aggressive first 100 days agenda, we got a lot of things still on the table,’ Johnson, R-La., said in Bethlehem while campaigning for GOP House candidate Ryan Mackenzie, according to video footage obtained by NBC News.
“’No Obamacare?’ one attendee asked Johnson, referring to the law Democrats passed in 2010, also known as the Affordable Care Act.
“’No Obamacare,’ Johnson responded, rolling his eyes. ‘The ACA is so deeply ingrained, we need massive reform to make this work and we got a lot of ideas on how to do that.’”
The Harris campaign immediately jumped on his comments, noting that Johnson had promised “one of Trump’s top priorities will be to repeal the Affordable Care Act and rip away health care from tens of millions of Americans.”
Health care is not at all an issue Trump wants Republicans talking about. The effort to repeal Obamacare was one of the less popular initiatives of his presidency and, not coincidentally, one of his biggest failures. It’s also one of the areas where Harris has outpolled him. He added to his problems during the September debate with his rival when he could cite only “the concepts of a plan” for replacing Obamacare despite having allegedly spent many years on his own yet-to-be-revealed proposal.
Worse yet, Johnson’s remarks very strongly suggest two things that are potentially dangerous to Trump in the eyes of swing voters: (1) He plans to make repealing Obamacare an immediate priority if Trump wins and Republicans control Congress, which likely means it would be rolled into a gigantic budget-reconciliation bill and steamrolled through to passage if possible, and (2) his party’s designs on health-care policy are radical, meant to replace the regulations central to Obamacare’s coverage guarantees with “free market” provisions almost certain to return the health-care system to the days when insurers aggressively discriminated against anyone old, sick, or poor. Johnson’s rhetoric will also give Democrats an opportunity to remind voters that the last “repeal Obamacare” package aimed to decimate Medicaid, the federal-state health-care program for poor people and a key part of the country’s social safety net. Beyond that, Johnson seemed to to be telling Pennsylvanians a reelected Trump wouldn’t care if his health-care plans made Americans unhappy, per NBC:
“”We want to take a blowtorch to the regulatory state. These agencies have been weaponized against the people, it’s crushing the free market; it’s like a boot on the neck of job creators and entrepreneurs and risk takers. And so health care is one of the sectors and we need this across the board,’ Johnson said. ‘And Trump’s going to go big. I mean, he’s only going to have one more term. Can’t run for re-election. And so he’s going to be thinking about legacy and we’re going to fix these things.’”
Taking a “blowtorch” to health-care regulations that ensure coverage for preexisting conditions and limit price discrimination probably isn’t what swing voters hope for in a Trump administration billing itself as offering a return to American greatness. And the Harris campaign is surely grateful that Trump’s loyal congressional ally is making it known. Could that be the “little secret” Trump cryptically said he and Johnson would reveal after the election? If so, the Speaker spilled the beans at the wrong place and the wrong time.
