Are the 2024 presidential campaigns too focused on digital?

Electoral campaigns must find a balance in their relationship with the digital world. Nowadays, it is essential for politicians to have an online presence, especially with Generation Z preparing to vote for the first time in the 2024 elections. However, there is a limit between using the internet effectively and becoming overly dependent on it, which can cause genuine concerns and issues in the real world to get lost in the digital noise.

Although the candidates' campaigns are not the same, both have explored online spaces in different ways. On one hand, Kamala Harris's campaign has capitalized on popular trends and viral sounds on platforms like TikTok to engage young voters. On the other hand, Donald Trump's team has opted for provocative memes based on unfounded claims about Haitian immigrants, aiming to mobilize support from his base. This difference presents a dilemma: while Harris may fall into an exaggerated or superficial image, Trump risks spreading dangerous and fictitious ideas.

In the context of a meme-dominated era, it is crucial to recognize that while online strategies are vital, one should not rely exclusively on them. It is likely that the candidates themselves do not spend all day on social media, but their campaigns seem to. It is essential to remember that not all voters are as digitally connected; in fact, statistics show that less than 10% of those over 65 are constantly active online. However, in the last election, 55% of the electorate was 50 years or older, highlighting a disconnect between digital trends and the reality of voters.

The tendency to overvalue online presence can lead to distractions and a lack of connection with voters who are less engaged in the digital space. A clear example of this was Harris's poorly received comment related to a meme, which was criticized by the online community. Such strategies can alienate those voters who see these moves as insincere.

In contrast, Trump's approach to social media seems to be grounded in a provocative style, following the belief that controversy attracts attention. This method has led to absurd situations, such as his recent claim about Haitians "eating dogs," a distortion of reality that was embraced and shared as a meme.

While it is undeniable that a digital presence is essential, there is a fine line between effective engagement and over-reliance on memes. Campaigns must remember that what truly moves voters are the tangible issues that affect their lives, such as the economy and international politics, not just fleeting trends. A strategy that focuses solely on memes could easily fall into ridicule, as happened with the famous "Pokémon Go to the polls" from previous elections.

Finally, campaigns must balance their online focus with a stronger connection to the realities of the electorate. They need to reduce their digital presence and focus on what truly matters to their potential voters.