Overcoming the stigma, and racism.

Vice President Harris was able to overcome these attacks in 2020 through a combination of strategic redirection and refocusing. Despite the barrage of negative and stereotypical portrayals aimed at undermining her character, Harris responded by framing herself in a way that resonated with a broad audience. One of the key strategies she used was drawing parallels between herself and prominent figures such as Barbara Jordan and Barack Obama, thereby crafting a “patriotic Black persona” (Waymer & Hill, 2023, p. 5). By positioning herself as part of a long tradition of African American political figures who worked for the common good, Harris was able to present herself as a unifying figure, appealing to both Black and non-Black voters. Harris frequently referenced Barbara Jordan, a trailblazer in American politics, to solidify her connection with Middle-America, highlighting shared values and a deep commitment to the country’s democratic principles (Waymer & Hill, 2023, p. 5-6). This allowed her to present herself not only as a Black woman with a rich cultural heritage but also as someone who deeply valued American patriotism, making her more relatable to a wide swath of the electorate.

In addition to addressing the criticisms aimed at her race and gender, Harris responded to accusations of anti-Blackness by intentionally associating herself with other respected Black women in American history. As Waymer and Hill (2023, p. 7) explain, she often described herself in relation to the legacies of powerful civil rights leaders like Mary Church Terrell, Mary McLeod Bethune, Fannie Lou Hamer, Diane Nash, Constance Baker Motley, and Shirley Chisholm. By invoking these figures, Harris not only aligned herself with their struggles and triumphs but also reinforced her own commitment to fighting for justice, equality, and the advancement of Black Americans. This approach allowed her to reclaim her Black identity in a way that turned the criticisms of her race into a source of strength, positioning herself as part of a proud tradition of Black women who had shaped American politics. In doing so, she was able to neutralize some of the attacks aimed at her Blackness, while also solidifying her credibility as a leader in the fight for social change and civil rights. Through these tactics, Harris successfully overcame the negative narratives surrounding her, redefining herself and her political agenda in a way that was both empowering and relatable.

References

1. Waymer, D. & Hill, T.E. (June 2023) A conceptual update to image restoration theory (IRT) via an analysis of the vice-presidential campaign of Kamala Harris. Public Relations Review 49:2. https://doi.org/10.1016/j.pubrev.2023.102306