The Democratic and Republican National Conventions concluded this week, cementing former President Donald Trump and Vice President Kamala Harris as their respective party’s nominees.
But between party speeches and celebrity appearances, the convention’s atmosphere — 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 the stage and audience participation at the conventions revealed significant differences between both voters and the candidates themselves.
“Harris’ background was more traditional American imagery, while Trump’s was the 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 symbol of support for Trump, who had survived an assassination attempt days earlier. His defiant fist-in-the-air pose shortly after being shot was seen on posters and T-shirts around the convention hall.
Perhaps the most striking difference was the design of each candidate’s stage. 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 a Broadway-style light show of his name.
Republican presidential nominee former President Donald Trump stands in front of his name under lights at the Republican National Convention. AP Photo/Carolyn Kaster
“Obviously there were American flags and that kind of Republican Convention imagery, but there was more of Trump himself,” Grose said.
Grose noted that this seemed in line with Trump’s brand in general and was reminiscent of his first presidential run 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 leaned heavily toward American exceptionalism, and Grose said the party seemed to be “reclaiming” the flag imagery that has historically been popular at Republican events.
Kamala Harris on the DNC stage had 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 it wouldn’t be surprising to know that that jargon and slang would be there from a symbolic standpoint,” Grose said. “I thought the Democrats did very well on that presentation.”
The signs held by audience members at each convention also stood 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.”
In general, while the messages focused on issues that drive Republican voters — such as immigration and creating America’s first jobs — “whether people agreed or not, it was just more negative in tone,” Grose told BI.
A participant holds a sign that reads “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 one of more joy, hope or the future,” Grose said. “And you saw that whenever the signage was there, it was usually in that direction — even when they’re trying to discuss politics.”
DNC signs held by delegates and party loyalists included phrases like “Union Yes!” and “We love Joe Biden.” Many simply read “USA”.
Delegates and attendees cheer as they hold “Union Yes!” signed on the first day of the Democratic National Convention. ANDREW CABALLERO-REYNOLDS/AFP via Getty Images
Harris’ face was far less prominent at the DNC than Trump’s was at the RNC. She wasn’t completely absent, however – where she did appear on posters, she was often depicted with the caption “Forward” or in colors similar to Barack Obama’s iconic “Hope” poster.
Harris’ husband, Doug Emhoff, also had his own posters with phrases like “Doug for First Mensch,” though BI couldn’t find any instances of Melania Trump appearing alone on any posters or signs.
While voters respond to both negative and positive cues and messages, Grose said, audiences generally want a positive message at conventions. While this year’s RNC emphasized themes of unity more than past conventions, Democrats were more connected to positive messages this year overall.
Signs reading “USA” and a Kamala Harris poster reading “Forward” were seen among delegates on Day 4 of the Democratic National Convention. Melina Mara/The Washington Post via Getty Images
“Positive signals and a positive message can make voters feel better and more motivated,” Grose said. “When you’re thinking about the sliver of undecided voters, or maybe people who aren’t that excited about either candidate, positive images and positive signals can push people in that direction.”