The Year That Upturned the Campaign Playbook

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The US is finally nearing the climax of what many have repeatedly called the most important election in American history. Highlights include two assassination attempts, one bloody ear, an unutterable story about a couch, rumors of Russian interference, Iranian hackers snooping on Trump’s campaign, communistic slights dished by the left, and a tall tale involving a coconut tree, a middle-class family, and lawns. Trump learned Harris is black. Harris apparently discovered a new word (fascism). Trump worked a fryolator at a McDonald’s and wore a bright neon vest a week later while riding in an eponymously branded garbage truck to amplify Mr. Biden’s recent remark when calling the former president’s supporters “garbage.” Phew. That sounds like a lot and barely covers a day. It would be impossible to list every notable event and meme-worthy phrase all in one article. Luckily, that’s not necessary. Instead, let’s look at some pivotal aspects that have likely altered how future presidential candidates and their campaigns might strategize. The playbook, for sure, is about to be upturned, revised, studied, and copied, maybe even misread.

The Podcast Election

Technology has always been a vital tool in presidential elections, but a new device or medium occasionally comes along and transforms how campaigns are run and where they put their focus and energy. The rise of television no doubt benefitted John F. Kennedy. Donald Trump took advantage of Twitter during his 2016 run and won. This year, podcast interviews became the dominant medium.

“[T]raditional television . . . is getting a little bit older and maybe less significant,” Trump said on Lex Fridman’s podcast in September. He’s not wrong. Traditional interviews at cable news networks can appear rigid and are often dulled by the same talking points and ready-made answers that voters have already heard. Viewers probably don’t learn much about candidates in these situations other than how well presidential hopefuls can deflect unwanted questions. Also, American’s trust in mainstream media remains at an all-time low, which probably wasn’t helped by CBS’ editorial decision to change one of Harris’ answers during an interview with Bill Whitaker on 60 Minutes, an act that could further deter people from watching future interviews on legacy media outlets.

Not only do podcasts appeal to a wider demographic, but they give candidates a more casual environment, enabling them to relax more. Unlike interviews on CNN or NBC, where the interviewer is limited to editorial guidelines and must stick to a strict schedule and time limit, genuine discussions happen between a pod-host and a candidate. A sort of stream-of-consciousness takes place. Trump appeared on multiple podcasts and discussed a variety of topics, including UFOs, professional fighting, golf, lakes, forestry management, electric cars, and whale psychiatry. Halfway through his interview with Joe Rogan on October 25, the two sounded like pals from high school. Conversations like these break away from the usual political façade and humanize candidates. […]

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