I am thrilled to share insights from Natalie Hawkins, a University of Oregon alumna and current scheduler for U.S. Senator Mazie K. Hirono. Natalie’s journey into politics and her reflections on the 2024 election provide a firsthand look at the complexities of political strategy in today’s digital landscape. Let’s dive into the Q&A!
1. How do you think digital media has transformed the way political campaigns are run? What are the biggest challenges and opportunities it has created?
Answer:
Digital media has changed everything from fundraising to reaching voters directly. I would look into the top Democratic races across the country in the House and Senate. Most of their fundraising was done from outside platforms like EMILY’s List, Vote Save America, etc., and these platforms helped their campaigns drastically.
With reaching voters, we did text banking this cycle to talk to almost every voter in our district and helped answer polling information, questions about our candidate, etc.
2. How do the political messaging strategies in the 2024 election reflect the current priorities and divisions within American society? Do you think the outcomes of this cycle will push major parties to adapt their approaches?
Answer:
Yes, I think that the Democratic Party needs to look long and hard and reflect on what we did this cycle, especially for the top of our ticket.
We neglected democratic norms and disregarded our base—the middle/working class—and didn’t give our candidate the campaign she deserved and the time she deserved.
It’s time for us to turn the page, let new voices run, and ensure that we are going back to our base and values of the Democratic Party in the upcoming cycles.
3. What role do generational differences play in shaping political messaging in 2024? Can you share examples where campaigns have succeeded—or failed—to resonate with Gen Z, Millennials, or older generations?
Answer:
Gen Z—Kamala and her Kamala HQ, surrogates (Beyoncé, Julia Roberts, etc.)—excited the younger population but showed older generations that this candidate cared more about famous people than working-class Americans.
This is how some of her rallies were perceived.
Also, campaigning with Republicans like Liz Cheney was strong but also turned away Democrats in exit polls.
Natalie Hawkins’ insights offer a candid look at the successes and shortcomings of modern political campaigns. From the transformative role of digital media to the need for the Democratic Party to reconnect with its core values, her reflections highlight the challenges of balancing innovation with authenticity. As we move into future election cycles, her call for fresh voices and a renewed focus on the middle and working class serves as a powerful reminder of what it takes to truly resonate with voters across generations.
If you enjoyed this conversation and want to dive deeper into topics like political strategy, messaging, or the evolving role of digital media, let’s connect on LinkedIn! I’d love to hear your thoughts and continue the discussion.
Chloe Jurva 
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