In the 2024 presidential election, Vice President Kamala Harris and Democrats successfully maintained support among frequent and highly engaged voters but lost ground with less-engaged voters. According to NBC News’ final poll, 76% of voters closely follow politics, with Harris leading Donald Trump 52%-47% within this group. However, among the remaining 24% of less-engaged voters, Trump held a 14-point advantage, 54%-40%. This group was notably younger, more Republican-leaning, and less likely to have a college degree, demographics that Democrats have struggled with.
Democratic strategists acknowledge the party’s failure to connect with these voters. Christina Freundlich, a strategist, emphasized the need for better communication, stating that the Democrats lost the “persuasion game.” Steve Schale, a Florida-based strategist, criticized the party for lacking “authentic messengers” and avoiding key communication channels used by less-engaged voters. He also pointed out that the Democratic brand is often shaped by the more extreme voices within the party, alienating many potential supporters.
This dynamic reflects America’s political realignment over the past decade, with Democrats gaining ground among college-educated, frequent voters and Republicans attracting more working-class, less-engaged individuals. Media consumption patterns also highlight the divide, as Democrats overperformed with voters who rely on traditional news sources but struggled with those who get their information from platforms like YouTube and Google. This shift underscores the need for the Democratic Party to adapt its strategy in future elections.
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