The word "weird" is probably tossed around in casual conversation, but when it's at the root of a presidential campaign, that might be worth talking about.
The campaign of Vice-President Kamala Harris has taken a decided turn, shifting narrative away from heavy political rhetoric toward something a little more lighthearted yet astoundingly effective. Labeling opponents as "weird" seems like an odd tactic, somehow, it works.
In politics, every word, every label, counts. And labeling former President Donald Trump and his running mate, JD Vance, as "weird" isn't some throwaway line. It's a calculated move, and it's doing more than raising laughs. It reshapes how voters view their opposition.
One beautiful thing about this strategy is how very simple and relatable it is. Most people understand what it means to call someone "weird." It's genuinely not a political argument at all, more than that, it's a gut-feeling judgment that will ring a bell in most of them.
What's remarkable is how Kamala Harris appears to have hit upon a collective feeling that has just been gurgling below the surface.
Trump has always been polarizing, given his aggressive and sometimes ridiculous style. Harris, though, by calling him "weird," isn't really mocking him, she attenuates such authority and credibility linked with his person as a leader.
What is interesting about this approach is how far from the hue of political campaigning it lies. Serious messaging around policies, values, and vision is normal fare for a campaign. Harris's team has chosen a different path, using a tone that seems casual, even conversational. It is just what the doctors ordered for too many voters weary from all the same yelling in political language.
The choice of the word by Harris also shows her deeper understanding of the current political climate. In times when political rhetoric seems very dark and heavy, some slight inclusions of humor and lightness might be what is needed exactly for the electorate. It's a way to saw through the noise and offer something that feels more human, to feel real.
But how well is this strategem really working for the long term?
It's hard to say. The label might do today, but a campaign isn't a sprint, it's a marathon. Closer to the election, conversation will inevitably turn back to heavy issues like economy, healthcare, and security.