The Harris campaign use of the word “weird” has to be viewed in the context of who they are talking to and what message they are trying to convey.
The conservative brand is built on being traditional/normal/mainstream/straight/typical/etc.
“Weird” is a direct attack on their brand, and it eviscerates it. At no point is the campaign saying weird is bad. It’s whispering “hey conservatives— these people aren’t what you think.”
“Creepy” is an attack that causes reflexive defensiveness.
@chopaganda @chris “Weird" is more dismissive, and as such a better attack.
These guys are dangerous but leaning into that implies that they are powerful. Mocking them as "weird” downplays that power.
@mrcompletely @mielcarz @chopaganda @chris
I remember reading a study years ago titled something like Unearthing Environmental Agency.
It was talking about messaging around climate change and essentially said that apocalyptic, fear-driven messaging might get a lot of press, but it ultimately makes people feel powerless, so they don't make changes at all. It's more damaging to environmental movements than constructive messaging.
I'd argue that we're seeing the same in the political sphere.
@kilroy_was_here @mielcarz @chopaganda @chris that's precisely what I'm getting at here yep. Exactly.
My wife used to work with a lot of climate scientists and some are still our friends. This is a major, major topic of discussion in that community.
Chop
Chris
Dan Mielcarz
Mr. Completely
Kilroy_Was_Here