As the dust settles on the 2024 election, we find ourselves in a familiar whirlwind of speculation. As John Oliver rightly joked, analysts and commentators are busy pinpointing what went wrong, who’s to blame, and which strategy failed to connect with voters. These post-election autopsies make sense—it’s human nature to search for answers—but the truth is, many of these theories could hold merit simultaneously. It’s clear that more research and reflection are needed to truly understand the dynamics that shaped this election.
This reflection isn’t about pointing fingers. Instead, it’s about revisiting a conversation I started almost a month ago: the role of patriotism in branding, as seen through the campaigns of Kamala Harris and Donald Trump. Now, with the benefit of hindsight, I want to explore what worked, what didn’t, and why some strategies have fallen short.
Patriotism and Branding: Looking Back
In my earlier blog, I compared Donald Trump and Kamala Harris’s contrasting interpretations of patriotism. Trump’s campaign leaned on themes of distrust and nostalgia, with the American flag and his MAGA branding central to his identity as a defender of a nation under siege.
Kamala Harris took a more optimistic approach, emphasizing unity and inclusivity. Her campaign sought to reclaim symbols like the flag as representations of democracy and progress, with a tone rooted in hope and earnestness.
At the time, I asked which vision of patriotism would resonate more. Now, it’s worth asking whether reclaiming the American flag was enough to bridge partisan divides—or whether the Democrats need a different strategy entirely.
The American Flag: Attempting to Reclaim It
The American flag is perhaps the most emotionally charged symbol in U.S. politics. Once seen as a unifying emblem, it has become deeply partisan, often tied to conservative ideals and the Republican Party. For Trump’s campaign, the flag wasn’t just a patriotic symbol—it was an extension of his brand, signaling strength, loyalty, and a fight to “take back America.”
Democrats, on the other hand, faced the challenge of reclaiming the flag as a symbol of unity and progress. While Kamala Harris’s campaign made visible efforts to do so through speeches and campaign materials, the strategy often felt reactive, pushing back against Trump’s association with the flag rather than redefining it in a way that resonated deeply with their base.
For younger Democrats, this relationship with the flag is even more complicated. Anecdotally, many of my friends describe wearing the American flag ironically—whether as a Ralph Lauren sweater on the Fourth of July. This ironic detachment hints at a broader issue: if the flag no longer inspires deep emotional connection among Democrats, what symbol does?
A New Focus: Exploring This Through Research
This reflection has reshaped my academic goals, inspiring me to focus my thesis—which I am conducting as a student of the Clark Honors College—on the intersection of patriotism, symbolism, and voting behaviors among Gen Z.
Through my research, I hope to explore big questions like:
- Motivations for Voting: What drives Gen Z’s voting behavior?
- Candidate Priorities: What do Gen Z voters value most in a candidate?
- Branding’s Impact: How does political branding influence their decisions?
- Symbolism’s Role: How do symbols like the flag shape their perceptions and engagement?
Why This Matters
The 2024 election showed us that branding isn’t just about winning votes—it’s about shaping national identity. Symbols like the flag and narratives of patriotism carry immense power, but they resonate differently depending on lived experiences. For Gen Z, these symbols often feel disconnected, leaving space for new imagery and narratives to emerge.
As I dive into this research, I’m curious to hear your thoughts. Did the branding strategies of this election resonate with you? What moments or messages stood out? Let’s continue the conversation—connect with me on LinkedIn or share your ideas below!
As I dive into this thesis journey, I’d love to hear your thoughts. Did the patriotic branding of the 2024 campaigns resonate with you? What moments or messages stood out to you—and why? Let’s continue this discussion. Connect with me on LinkedIn or leave a comment below!
Chloe Jurva 
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