Hi there,
What’s the Story?
One week to go before the marathon and the nerves are settling in. I think the reason why this has become such a big deal for me is because I am planning on leaving it all out there and doing the very best that I can. It is not just a case of running 26.2 miles but running it as fast as possible. I’m already preparing for the pain after!
Next week we have the US presidential election and so, with that in mind, I have a newsletter article and podcast episode dedicated to it for the next two weeks. This week we dive into the rhetorical techniques and positioning of Harris and Trump and next week we’ll go deeper into storytelling and logical fallacies. For now, watch the podcast here (video.owenfitzpatrick.com) and read the article below.
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What Kamala Harris and Donald Trump Have in Common: Understanding Their Persuasive Strategies
Estimated reading time: 4 minutes 29 seconds
In the battle for the Oval Office, both Kamala Harris and Donald Trump are employing age-old techniques of influence, armed with rhetoric and a strategic positioning that seeks to shape the thoughts of millions.
Each is sculpting a version of reality that casts them as the hero and the opposition as the villain. But what are the specific tools they’re using to get inside our heads? Let’s unpack the persuasive machinery at work here.
About two and a half decades ago, I completed a master’s thesis on how thought leaders use storytelling to manipulate perception. Today, we turn that same analytical lens on two political figures vying for the presidency.
This isn’t just another election commentary—it’s an exploration of advanced persuasion, featuring everything from ethos to hyperbole.
The Tools of the Trade: Unveiling the Art of Rhetoric
Let’s start by dissecting some of the core elements of persuasion and how they show up in each candidate’s playbook.
Ethos: Character Is Credibility
Both Harris and Trump aim to project themselves as the embodiment of their campaign’s virtues.
When Trump boasts of “defeating 100% of ISIS,” he’s invoking his track record to bolster his legitimacy.
Harris, likewise, cites her tenure as California’s Attorney General to reinforce her role as a defender of the common citizen.
It’s not just about facts—it’s about the power of persona.
Arete: The Moral Compass
Trump and Harris both strive to position themselves as embodiments of virtue.
For Trump, it’s about justice and unwavering resolve to “serve the American people.”
Harris, meanwhile, shifts the spotlight to shared determination, inviting voters to see their moral fight as a collective mission.
Each tries to claim the mantle of righteousness.
Phronesis: The Wisdom of Practical Judgment
Rhetoric isn’t just about lofty ideals; it’s about selling solutions that sound straightforward—even if they’re overly simplistic.
“End the inflation crisis immediately,” says Trump, as if there’s a magic switch.
Harris, meanwhile, appeals to practical hopes by promising to “grow our economy and lower everyday costs.”
Eunoia: The Smile That Charms the Masses
Projecting goodwill can be as powerful as any policy proposal.
Harris speaks “on behalf of every American,” while Trump vows to be “a president for all.”
It’s not just inclusion—it’s an invitation for the audience to feel that they belong in this story.
The Power of Storytelling: Crafting the Hero’s Journey
Storytelling is not a mere supplement to their speeches; it’s a potent weapon.
Both Harris and Trump utilize anecdotes to weave narratives that resonate with different emotional chords.
For Harris, it’s the tale of her immigrant mother.
For Trump, it’s recounting the details of a thwarted assassination attempt.
These stories aren’t just told; they’re used to cast a spell, drawing listeners into a world where each candidate’s narrative feels compelling and inspiring.
Hyperbole: Because Moderation Doesn’t Inspire
Both Harris and Trump lean into grandiose statements.
Harris declares America as “the greatest democracy in the history of the world,” while Trump hails the U.S. economy as “the greatest in human history.”
These statements are designed to excite the imagination of the listeners.
Positioning: The Hero and the Enemy
This is where the real psychological chess comes into play. It’s not just about uplifting oneself; it’s also about casting the opposition as the embodiment of chaos.
Trump positions himself as a:
Protector: “We will keep our sons and daughters safe.”
Common Man’s Advocate: “This movement is about you, not me.”
Restorer of Greatness: “Together, we’ll take America to new heights.”
Defender of Tradition: “I’m the one saving democracy.”
Harris positions herself as a:
Champion of Inclusivity: “I promise to be a president for all.”
Defender of Rights: “I’ve stood up for veterans and workers.”
Leader of Progress: “We’ll lead the world into the future.”
Guardian of Democracy: “We’re on the side of democracy.”
Each candidate paints themselves in vivid colors while using equally bold brushstrokes to demonize the other.
How They Frame the Opposition:
Trump frames the Democrats as:
Dangerous: “We are a nation in decline.”
Corrupt: “They used COVID to cheat.”
Incompetent: “They can’t solve our problems.”
Economy Killers: “They’re ravaging family incomes.”
Harris frames Trump as:
Anti-Democratic: “Just imagine Trump with no guardrails.”
Self-Serving: “He fights for himself.”
Regressive: “He plans to ban abortion nationwide.”
Cozy with Autocrats: “Trump cozies up to tyrants.”
The takeaway here is not about picking sides but understanding that both candidates are using well-worn rhetorical strategies to shape how we think.
The magic trick only works if we don’t see the sleight of hand.
The Real Lesson: Don’t Just Listen. Decode.
If we only see the world through the lens our favorite candidate gives us, we’re setting ourselves up for bias and manipulation.
The terms ethos, arete, phronesis, and eunoia are not reserved for campaign speeches; they’re tools of persuasion used in sales pitches, courtrooms, and board meetings.
As the election approaches, arm yourself with the knowledge of how language can be wielded to pull emotional strings. It’s not just about what they’re saying—it’s about how they’re saying it.
For a deeper dive into this, check out the podcast episode here.
Next week, we’ll continue with part two, where we go deeper into the storytelling spells and logical illusions at play.
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The Brain Prompt
Listen critically to political speeches.
How do arete, hyperbole, or contrast affect you?
How are they positioning themselves and their opposition?
How could these techniques make your communication more compelling?
Want to learn more? Subscribe to the Inner Propaganda newsletter for weekly insights on language, influence, and the art of persuasion: owenfitzpatrick.com/newsletter.
Cheers,
Owen.
