In a departure from the previous messaging strategy, Vice President Kamala Harris is placing a renewed emphasis on personal freedoms in the Democratic Party's campaign for the upcoming election. Rather than solely focusing on the threat posed by a potential second term for former President Donald Trump, Harris is broadening the party's definition of what's at stake, highlighting the importance of preserving individual liberties.

During her acceptance speech at the Democratic National Convention in Chicago, Harris repeatedly emphasized various aspects of personal freedom that she believes are essential. She called for the freedom to live without the fear of gun violence in schools, communities, and places of worship. Harris also highlighted the freedom to openly love and express one's identity, as well as the freedom to breathe clean air and drink clean water, emphasizing the need to combat climate change. Lastly, she emphasized the freedom to vote, a foundational right in American democracy.

Political experts argue that the Democrats' shift towards a more positive and personal appeal is an attempt to boost morale among supporters. By reclaiming terms such as freedom and liberty, the party aims to counter the longstanding branding efforts by Republicans who have often associated themselves with these principles.

Lauren Groh-Wargo, CEO of the voting rights organization Fair Fight Action, explained that the positive vision presented by Harris resonates with progressive Democrats, who have been yearning for such messaging. By using phrases that Republicans have long used to define their own ideology, Democrats are invigorating their base, making them feel inspired and motivated to vote.

Matthew Delmont, a history professor at Dartmouth College, noted that a word like freedom is abstract enough to allow individuals to project their own aspirations for the best version of American society onto it. Therefore, it serves as a strategic move by Democrats, although it does not prevent Republicans from shaping their own definition of the term.

While many Democratic convention attendees understood the focus on the threat to democracy during President Biden's campaign, they believe that Harris represents a shift towards looking towards the future. Delegate Holly Sargent emphasized that Harris acknowledges Biden's efforts and now wants to focus on shaping a better tomorrow.

President Biden, who withdrew from the race last month, echoed the party's new theme in his convention speech, stating that the election's outcome will determine the fate of democracy and freedom in the country.

Meanwhile, the Trump campaign is not willing to surrender ground on messaging related to freedom, liberty, or patriotic themes. Senior adviser Brian Hughes criticized the Democratic Party for allegedly opening borders to drugs and crime, diminishing America's standing internationally, and making it difficult for Americans to afford basic necessities.

In response to Harris' acceptance speech, Trump questioned her ability to affect positive change, pointing out that she could have done so in her current role as vice president. He suggested that if she truly wanted change, she could immediately leave the auditorium and go to Washington, D.C., to address the border situation.

Harris has particularly focused on abortion access and reproductive rights, considering them vital issues within her campaign. Democrats view advocating for the freedom of individuals to make their own healthcare decisions as an effective strategy, especially considering Trump's track record of appointing Supreme Court justices who have opposed abortion rights.

The "freedom" narrative has also allowed Democrats to address gun control, an issue they have struggled to tackle on a national level in the past.

As the election season intensifies, Harris and the Democratic Party's focus on personal freedoms is set to be a prominent aspect of their campaign, aiming to energize supporters and present an inspiring vision for the future.