MULTIMODAL MESSAGING IN THE LATEST US PRESIDENTIAL ELECTIONS
https://doi.org/10.59982/18294359-26.1-mm-31
Abstract
Political campaigns, as dynamic forms of public discourse, are designed to persuade and influence. Candidates seek not only to gain support for their policies but also to shape how voters perceive their vision for the nation’s future. In today’s digital age, multimodality and multimediality play a central role in this process, with online platforms amplifying the reach and impact of campaign messages. This study examines the 2024 U.S. presidential election, focusing on the contest between Democratic candidate Kamala Harris and Republican candidate Donald Trump. Key issues at the forefront of the campaign include healthcare, the economy, climate change, and migration. By analyzing the candidates’ official Instagram pages alongside their public speeches through case study and compare-contrast methodology, the research explores the strategies they employed, the agendas they promoted, and the changes they emphasized. Special attention is given to the interplay of visual, textual, and rhetorical elements in shaping persuasive appeals. Ultimately, the article seeks to provide a deeper understanding of how multimodal communication contributes to political persuasion and how both candidates used these tools to advance their policies and connect with voters.
Keywords: Direct communication, target audience, a to-do/must-do list, electoral campaign, multimodality, multimediality.
PAGES: 377—387