The Democratic Party and Republican Party websites and social media pages both strategically employ charged content such as text, colors, and symbols, to promote their goals to the audience. The websites serve as important platforms for political communication, each employing distinct strategies to convey their messages and engage with voters.
For a comparison, both websites heavily employ their designated colors (blue and red, respectively) to drive home the point that they are Democratic and Republican. Blue is a psychologically calming color, while red symbolizes strength and urgency.
When you open the Democratic Party website, you are immediately shown a full-screen pop up that reads, in all caps, “TIME IS RUNNING OUT,” in reference to the fact that there are approximately three weeks until the election ends. The homepage contains messages to “fight for a brighter, more equal future” and includes a tab at the top for a Spanish translation. There is also a wide photo of Kamala Harris and Joe Biden walking through a garden at the White House smiling widely. Although the pop-up is very urgent, the website itself is very calming and welcoming, evoking the Democratic party’s message of diversity and progress.
The party's TikTok account (@thedemocrats) is run very similarly to Kamala Harris' official campaign account. The content targets Gen Z voters by using trending audios, popular celebrity endorsements, and viral meme formats. The content is simple but effective, as hundreds of thousands of TikTok users comment and view the party's videos every day. By marketing toward Gen Z and using a light, humorous tone, the Democratic Party is conveying a message of easygoing policies and progressive ideals.
As for the Republican party’s website, you are immediately greeted by a large American flag, red text that reads, “Freedom Matters,” and other messages of freedom. “Make America Great Again,” as well as “Make America Great Once Again,” are plastered across the site, promoting Trump’s current campaign. Imagery and symbols relating to the military and American flag emphasize the Republican Party’s commitment to tradition and intimidation.
As far as I can tell, the Republican Party does not have an official TikTok account. This may be due to the party's distrust of the platform, accusing it of leaking information on U.S. citizens to China.
In terms of effectiveness, I would say the Democratic Party website does a better job of fostering the sense of community and connection. The site is easy to navigate, showcases recent accomplishments, and clearly lays out policies. However, the Republican Party website is also quite effective, with the strong imagery of the American flag and repeated message of freedom emphasizing the adherence to strength and tradition. The Democrats market themselves much more effectively than Republicans on TikTok simply due to the fact that the party actually has an active account.
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