The Democratic and Republican National Conventions concluded this week, confirming former President Donald Trump and Vice President Kamala Harris as their parties’ respective nominees.
But between partisan speeches and celebrity appearances, the atmosphere of the convention — created in part by the design of the stage on which each candidate spoke and signs held by audience members — underscored each party’s priorities heading into this year’s contested election.
A political scientist told Business Insider that stagecraft and audience participation at conventions reveal significant differences both among voters and among the candidates themselves.
“Harris’ background was a more traditional American image, while Trump’s was a Trump image,” Christian Grose, a professor of political science and public policy at the University of Southern California, told BI. “That’s an important contrast.”
Audience members at the RNC wore earmuffs as a sign of support for Trump, who had survived an assassination attempt days earlier. His defiant raised-fist pose immediately after he was shot was seen on posters and T-shirts around the convention hall.
Perhaps the most notable difference was the stage design of each candidate. Harris, at the DNC on Aug. 22, stood in front of a row of American flags. When Trump took the stage at the RNC on July 18, he stood in front of an illuminated Broadway-style display of his name.
Republican presidential candidate, former President Donald Trump stands in front of his name in lights at the Republican National Convention. AP Photo/Carolyn Custer
“There were definitely American flags and imagery at this kind of Republican Convention, but there was more to Trump himself,” Grose said.
Grose noted that this seemed in line with Trump’s brand overall and reminiscent of his first presidential campaign, when he said he was the only candidate who could save America and “drain the swamp” in Washington, DC.
On the other hand, the DNC’s approach has leaned heavily on American exceptionalism, and Grose said the party appears to be “reclaiming” the flag imagery that has historically been popular at Republican events.
Kamala Harris on the DNC stage was against a backdrop of American flags. Chip Somodevilla via Getty Images
“I mean, freedom and flags 20 years ago could have been the 2004 Republican convention, and you wouldn’t be surprised to know that that jargon and jargon would be there from a symbolic standpoint,” Grose said. “I thought the Democrats did a really good job on that presentation.”
The signs held by audience members at each convention were also in stark contrast, garnering viral attention on social media and coverage from the Los Angeles Times and Washington Post.
Attendees hold signs reading “Mass Deportations Now!” during the third day of the 2024 Republican National Convention. PATRICK T. FALLON/AFP via Getty Images
Audience members at the RNC held placards with slogans such as “Make America Strong Again!” and “American Oil from American Soil,” as well as more ominous messages, including “Mass Deportation Now!” and “Stop Biden’s Border Bloodbath.”
Overall, while the message focused on issues that energize Republican voters — like immigration and America First — “whether people agree or not, it was just more negative in tone,” Grose told BI.
An attendee holds a sign reading “Stop Biden’s Border Bloodbath” on the second day of the Republican National Convention. Leon Neal/Getty Images
“The theme that came up at the Democratic Convention was about more joy or hope or a future,” Grose said. “And you saw that every time the signs were there, they were usually in that direction — even when they were trying to discuss politics.”
DNC signs held by delegates and party loyalists included phrases such as “Union Yes!” and “We love Joe Biden.” Many simply read “USA”.
Delegates and attendees cheer as they hold the “Union Yes!” sign on the first day of the Democratic National Convention. ANDREW CABALLERO-REYNOLDS/AFP via Getty Images
Harris’s face was far less common at the DNC than Trump’s was at the RNC. However, it wasn’t completely absent – where she did appear on posters, she was often depicted with the words “Forward” or in similar colors to Barack Obama’s iconic “Hope” poster.
Harris’ husband, Doug Emhoff, also had his own posters with phrases like “Doug First Man,” though BI couldn’t find a single instance of Melania Trump being featured solo on posters or signs.
Although voters respond to both negative and positive signs and messages, Grose said, audiences generally want a positive message at conventions. While this year’s RNC emphasized themes of unity more than previous conventions, Democrats were more committed to positive messages this year overall.
Signs reading “USA” and a Kamala Harris poster reading “Forward” were spotted among delegates on Day 4 of the Democratic National Convention. Melina Mara/The Washington Post via Getty Images
“Positive signs and a positive message can make voters feel better and more motivated,” Grose said. “When you think about some of the undecided voters, or maybe the people who are not that excited about either candidate, positive images and positive signs can potentially move people in that direction.”