Democrats in the past 10 ish years have been absolutely horrendous at marketing, allowing Republicans to take up all of the media talking space, traditional or otherwise. TV, news, podcasts, social media influencers, YouTube, etc. are all generally Republican leaning.

Republicans control the talking points and co-opt anything that the Democrats say. Meanwhile, Democrats are either unable or unwilling to do the same.

Republicans’ control of the media allows them to get away with way more things than the Democrats. It allows them to essentially claim that they’re for the working class while simultaneously working against working class interests, especially when heard by people who don’t generally follow political news. Meanwhile, Democrats get called out for relatively smaller issues, and that makes them seem elitist and uncaring of working class issues.

One major facet of the Democrats being unable to control their marketing is their unwillingness to use populist rhetoric, even though by policy stances they should be (comparatively) more closely associated with populism than the Republicans. I’ve heard several takes on why Harris lost the election and the one that I most agree with is that she failed to use populist rhetoric and was unable to differentiate herself from Biden. People wanted change, and Harris offered the status quo.

Remember that the vast majority of Americans don’t pay attention to politics, and so voter impressions are decided by tone and messaging rather than specific policies