The 2024 U.S. presidential election: political discourse and communication of Kamala Harris and Donald Trump

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Lorena Esmorís Galán
Sarah Martín López
José Manuel Corrales Aznar

Abstract

Introduction: This article analyzes the political discourses of Kamala Harris and Donald Trump during the only televised debate for the 2024 presidential elections. Methodology: The methodology adopts a qualitative approach, involving a thorough review of the transcripts of both candidates' speeches during the debate. For the discourse analysis, George Lakoff's cognitive science theory is used, which proposes differentiated models for progressives and conservatives (the Nurturant Parent model and the Strict Father model, respectively). Results: The results examine the rhetoric, patterns, and issues –focusing on economics and immigration, also mentioning the debate's "golden minute"– in relation to Lakoff's models. Kamala Harris impacts her electorate by appealing, above all, to her cognitive frame through the Nurturant Parent model, whereas Donald Trump reinforces his cognitive frame while repeatedly alluding to his opponent’s frame and model. Conclusions: Harris emphasizes the Nurturant Parent model in her proposals and in his criticisms of her opponent. Trump reinforces the Strict Father model but also criticises the Nurturant Parent model. The winner of the debate according to the mainstream national and international media outlets was Harris. However, Trump won the presidential election.

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How to Cite
Esmorís Galán, L., Martín López, S., and Corrales Aznar, J. M. (2025). The 2024 U.S. presidential election: political discourse and communication of Kamala Harris and Donald Trump. Revista de Comunicación de la SEECI, 59, 1–18. https://doi.org/10.15198/seeci.2026.59.e919
Section
Research article
Author Biographies

Lorena Esmorís Galán, Universidad Europea

PhD in Philosophy from the Complutense University of Madrid (2015). Bachelor's Degree in Philosophy (UCM, 2014). Diploma in Advanced Studies in Philosophy: Nature, Culture, Language, and Freedom (UCM, 2006). Diploma in Advanced Studies in Sociology and Political Science from the Pontifical University of Salamanca, based in Madrid (2001). Master's Degree in Information Society (UPSAM, 2001). Exchange Scholar at the State University of New York at Oneonta (2000). Bachelor's Degree in Information Sciences from the Pontifical University of Salamanca (1999). Adjunct Professor in the Faculty of Economics, Business, and Communication at the European University of Madrid, attached to the Department of Economics, Business, and International Relations. Member of the editorial board of the scientific journal Escritura e imagen.

Sarah Martín López, Universidad Europea

Doctorate cum laude in Hispanic Philology from the University of Valencia (2013), Bachelor's Degree in Hispanic Philology from the University of Valencia (2001; Extraordinary Bachelor's Degree Award), in French Philology from the University of Valencia (2002; Extraordinary Bachelor's Degree Award) and Philosophy from the Complutense University of Madrid (2014). F.P.U. Scholarship from the Ministry of Education (2002-2006) and Humanities Scholarship from the Caja Madrid Foundation (2006-2010). Translator and editor (2006-2014). University lecturer (2013-present). She is currently a tenured professor of Spanish Literature at the Faculty of Legal Sciences, Education, and Humanities at the European University of Madrid.

José Manuel Corrales Aznar, Universidad Europea

Doctor cum laude in Social and Legal Sciences from the University of La Laguna (ULL). Doctorate from the Department of Applied Economics, the Department of Geography and History, and the Department of Business Management at the ULL. Master's Degree in Regional Development, Training, and Employment from the ULL. Master's Degree in Government and Public Law from the European University of the Atlantic. Bachelor's degree in Labor Sciences from the University of Huelva. Master's degree in Occupational Risk Prevention (3 specialties): Occupational Safety. Ergonomics and Applied Psychosociology. Industrial Hygiene. Graduate in Labor Relations from the University of Oviedo. Professor in the Department of Economics, Business, International Relations, and Communication at the European University of Madrid and adjunct professor at the Open University of Catalonia.

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