Short-Form Clip Became The King of Media in the 2024 U.S. Presidential Election

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Introduction

The 2024 U.S. presidential election was not just a political event—it was the coronation of short-form clips as the new king of media, dethroning traditional television. While Trump undeniably lost the televised debate to Harris, he pivoted to an unexpected battleground and emerged victorious. Rather than engaging in a second traditional TV debate, he focused on podcasts and short-form clips, reshaping the campaign landscape.

Historically, advancements in media technology have always transformed political communication strategies. From newspapers to radio, from radio to television, and now to short-form clips, media innovations have consistently reshaped the political landscape. This essay explores how new media have played pivotal roles in political campaigns and how the 2024 election marked yet another historical media transition.

1. The Era of Radio (1932)

Media Landscape of the 1930s

In the 1932 election, Roosevelt effectively utilized the new medium of radio as a cornerstone of his campaign strategy. Radio was rapidly becoming a dominant mass medium, and by the early 1930s, over 40% of American households owned a radio, making it easily accessible. Roosevelt leveraged this medium to deliver his political messages effectively and establish a direct communication channel with the public.

The 1932 U.S. Presidential Election and Radio

The 1932 U.S. presidential election, a historic contest between Franklin D. Roosevelt and Herbert Hoover, took place in the midst of the Great Depression. This election was more than just a transfer of power; it highlighted how the emerging medium of radio revolutionized the way American politics communicated with the public.

The Beginning of Fireside Chats

During his campaign, Roosevelt pioneered a conversational style of addressing the public through radio. His voice was calm, persuasive, and relatable, making listeners feel as though he was speaking directly to them in their living rooms. He simplified complex economic issues into easy-to-understand terms, earning the trust of the public.

Election Results and the Impact of Radio

In the 1932 election, Roosevelt achieved a resounding victory. He secured 57.4% of the popular vote and 472 electoral votes, decisively defeating Hoover. This outcome underscored the success of Roosevelt’s campaign strategy and his adept use of radio.

Radio played a pivotal role beyond merely transmitting messages; it helped bridge the psychological gap between politicians and the public. Roosevelt used this medium to build trust and rapport with the electorate, significantly contributing to his political success.

The Innovation of Political Communication Through Radio

The 1932 election showcased the profound impact of radio on politics. During his presidency, Roosevelt continued to leverage radio with his Fireside Chats, delivering a total of 30 addresses to maintain direct communication with the public. His approach instilled confidence and trust, playing a critical role in navigating the challenges of the Great Depression.

Subsequently, radio became an essential element of political campaigns, paving the way for future mass media strategies in television, the internet, and social media. Roosevelt’s use of radio in the 1932 election marked the beginning of a new era in political communication, setting a precedent for how leaders connect with the people.

Comparison of Campaign Strategies: Roosevelt vs. Hoover (1932)

Category	Franklin D. Roosevelt	Herbert Hoover
Primary Media Focus	Focused on radio as a direct communication tool	Relied on traditional media like newspapers and formal speeches
Radio Strategy	Delivered clear, concise, and empathetic messages	Limited use of radio, focusing more on official statements
Public Perception	Seen as a leader offering hope and solutions	Perceived as detached and out of touch with struggling Americans
Key Strengths	Leveraged radio to simplify complex policies and build trust	Emphasized experience and continuity in government
Key Weaknesses	Risk of oversimplifying issues to appeal to the masses	Failed to adapt to the new media landscape and shifting public needs
Outcome	Landslide victory with 57.4% of the popular vote and 472 electoral votes	Significant loss, securing only 39.7% of the popular vote and 59 electoral votes

2. The Era of Television (1960)

Media Landscape of the 1960s

By the early 1960s, television ownership in the U.S. had skyrocketed to 88%. Unlike newspapers or radio, television could visually convey a candidate's image, enhancing emotional connections with voters. Kennedy leveraged this to his advantage, setting a new standard for political messaging.

The First-Ever Televised Debate

John F. Kennedy’s 1960 campaign revolutionized political communication by showcasing television's potential. Since the 1930s, radio had been the dominant political medium. Like many, Richard Nixon focused on radio, adhering to its established role in campaigns. However, Kennedy recognized the untapped power of television and used it to emphasize his youth, charisma, and vitality.

During the historic Kennedy-Nixon debate, Kennedy exuded confidence and charm, leaving a lasting impression on viewers. This wasn’t just a debate—it was the dawn of image-driven politics.

Strategic Preparation

Kennedy’s team meticulously prepared for the debate. He used makeup and lighting to enhance his on-screen presence. Additionally, he mastered nonverbal communication—his posture, gestures, and expressions were all rehearsed. His confident smile and steady voice projected trustworthiness, while his direct gaze at the camera forged an emotional bond with viewers. Nixon, on the other hand, appeared pale and unwell, underscoring the stark contrast.

The Power of Visuals

The debate highlighted the critical role of visuals. TV viewers favored Kennedy, perceiving him as more likable, while radio listeners thought Nixon had won based on substance. This pivotal moment demonstrated television’s ability to amplify image over content.

Kennedy’s success set a new benchmark, making TV a must-have tool in future campaigns.

Comparison of Kennedy and Nixon's 1960 Campaign Strategies

Category	John F. Kennedy	Richard Nixon
Primary Media Focus	Television	Radio
Preparation	Emphasized appearance with makeup, lighting, and posture	Focused on substance, less concerned about visuals
Audience Perception	Viewed as confident, charismatic, and youthful	Perceived as knowledgeable but pale and unwell
Key Strengths	Mastery of non-verbal cues (smile, eye contact)	Detailed, policy-oriented communication
Key Weaknesses	Relied heavily on visuals, potentially overshadowing content	Neglected the visual impact on TV audiences
Outcome of Debate	Won over TV viewers with strong visuals and charm	Won over radio listeners with detailed substance
Legacy	Established television as a critical campaign tool	Demonstrated the limitations of focusing on non-visual mediums

3. The Era of Short-Form Clips (2024)

The Rise of Podcasts

Trump’s 2024 campaign was defined by a departure from traditional media, focusing instead on podcasts and short-form clips. Podcasts provided a platform for direct, authentic conversations with voters. Dana White, deeply familiar with the power of podcasts and short-form content through his work at UFC, is believed to have strongly encouraged Trump to embark on a podcast tour. Following Trump’s success, White publicly acknowledged the effectiveness of this strategy.

Trump appeared on 14 podcasts, amassing over 150 million views. Each appearance showcased his authentic, relatable side, leaving a lasting impression on voters. These podcasts did more than convey his message—they built trust and emotional connections.

The Explosion of Short-Form Content

The true innovation came from repurposing podcast content into short-form clips. Platforms like YouTube Shorts, TikTok, and Instagram Reels became vehicles for distributing these bite-sized messages, which captivated audiences with their brevity and impact.

With an estimated 100 billion views, these clips amplified Trump’s message beyond the reach of traditional media. As one strategist put it, “Podcasts are uranium, but short-form clips are nuclear weapons.” Interestingly, while the campaign produced some clips, most were created and circulated by independent creators on these platforms.

This is where Ssemble comes in. Ssemble is a tool designed for short-form clippers. Leveraging AI, it transforms long podcast videos into the most impactful short-form clips. Ssemble deeply understands the importance of hook and retention to make the clip go viral. To achieve this, it offers features like adding trending meme clip as a hook or automatically generating catchy title to overlay on the clip, ensuring the clip grabs attention and keeps viewers engaged.

Comparison of Trump and Harris's 2024 Election Strategies

Category	Donald Trump	Kamala Harris
Primary Media Focus	Podcasts and short-form video clips (TikTok, YouTube Shorts, Instagram Reels)	Traditional TV debates/interviews
Content Style	Authentic, conversational, and relatable	Polished, formal, and structured
Key Platforms	Social media and podcast platforms	Network television and print media
Audience Engagement	Viral, highly shareable content with massive reach	Limited to traditional audiences with less viral potential
Messaging Approach	Bite-sized, emotionally engaging clips highlighting key points	Comprehensive but less engaging presentations
Strengths	Quick adaptability, viral potential, and reaching disengaged voters	Deep dives into policies and a presidential image
Weaknesses	Risk of oversimplification or controversial messaging	Limited reach and difficulty engaging younger audiences

Comparison of Podcast Tours: Trump vs. Harris (2024)

Category	Donald Trump	Kamala Harris
Number of Appearances	14	5
Key Podcasts	"Joe Rogan Experience," "Theo Von's This Past Weekend," "Flagrant," "Full Send Podcast," others	"Call Her Daddy," "Club Shay Shay," "Unlocking Us," others
Total Official Views	~150 million across YouTube videos	~4 million across all platforms
Reach Beyond Official Views	Amplified through thousands of clips on TikTok, Instagram Reels, YouTube Shorts, X (Twitter), etc., potentially reaching billions of views globally	Limited viral spread due to fewer clips and less engagement on short-form platforms
Viral Effect	Short, unfiltered, authentic clips widely shared, achieving exponential reach	Minimal viral impact, less engaging and formal tone
Team Strategy	Supported by allies like Elon Musk, Dana White, J.D. Vance, and Robert F. Kennedy Jr., who also appeared on podcasts, expanding overall impact	Focused primarily on Harris’s own appearances
Audience Engagement	Relatable, unscripted conversations fostering authenticity and trust	Polished but formal interviews, less personal and engaging
Content Longevity	Podcasts clipped into micro-content, distributed widely, creating long-term influence	Limited reach with fewer repurposed clips
Overall Impact	Podcasts defined the campaign, positioning Trump as accessible and authentic	Less effective in shifting voter perception or generating enthusiasm

Key Takeaways:

Trump's Strategy Success: His appearances were not only widely viewed but also heavily clipped and redistributed across various platforms, creating a "trickle-down effect" of content that was nearly impossible to measure in total reach.

Harris's Challenges: While Harris utilized podcasts, her strategy lacked the viral nature and amplification that Trump’s campaign mastered.

Conclusion

The 2024 U.S. presidential election showcased the pivotal role of podcasts and short-form clips in modern campaigns. Podcasts provided a space for authentic, long-form discussions, while short-form clips distilled key moments into viral content. This combination proved unstoppable, offering a level of engagement that traditional media couldn’t match.

As politics continues to evolve, the integration of genuine conversations and impactful short-form content will shape the future of electoral strategies. The era of short-form media has just begun, and its influence will only grow.

Summary

Radio, TV, and Short-form Clips in Politics

Feature	Radio	TV	Shorts
Media-savvy politician	Roosevelt's 1932 presidential election campaign	Kennedy-Nixon TV debates in 1960	Trump's 2024 presidential election campaign
Environment	Over 40% of U.S. households owned radios	Over 88% of U.S. households owned TVs	Over 90% smartphone penetration, widespread use of YouTube and TikTok
Key Strength	Accessible to all, including the illiterate, and conveyed tone and emotion more effectively than newspapers	Visual appeal and amplification of candidate image compared to radio	Viral potential through short, impactful, and addictive format compared to TV
Strategic Use	Conversational style and tone to simplify policy discussions, making them relatable and building trust	Highlighted non-verbal cues and charisma	Authentic long-form discussions via podcasts + viral short clips

P.S.

The 2024 election marks the second time since the 2004 election, when Bush won, that the winner of the presidential debate and the president-elect are not the same. This kind of decoupling is likely to occur more frequently in the future.

Year	Candidates (Party)	TV Debate Winner	Election Winner	Impact of TV Debate on Election
1960	John F. Kennedy (Democrat) vs. Richard Nixon (Republican)	Kennedy (Confident appearance; Nixon looked unwell)	Kennedy	First televised debate. Kennedy's strong and confident image played a decisive role in his victory.
1964	Lyndon B. Johnson (Democrat) vs. Barry Goldwater (Republican)	No debates	Johnson	Johnson won by a landslide without debates.
1968	Richard Nixon (Republican) vs. Hubert Humphrey (Democrat)	Nixon (Effective messaging; debate had minimal impact)	Nixon	Nixon limited TV appearances and focused on controlled messaging.
1972	Richard Nixon (Republican) vs. George McGovern (Democrat)	No debates	Nixon	Nixon won overwhelmingly without debates.
1976	Jimmy Carter (Democrat) vs. Gerald Ford (Republican)	Carter (Ford's "Eastern Europe free" gaffe hurt him)	Carter	Ford's mistake highlighted Carter's advantage, with the debates contributing to his victory.
1980	Ronald Reagan (Republican) vs. Jimmy Carter (Democrat)	Reagan ("Are you better off now?" resonated strongly)	Reagan	Reagan's charisma and effective messaging decisively swayed voters.
1984	Ronald Reagan (Republican) vs. Walter Mondale (Democrat)	Reagan ("Age won't be an issue" humor won favor)	Reagan	Reagan's humor and confidence neutralized concerns about his age and strengthened his position.
1988	George H.W. Bush (Republican) vs. Michael Dukakis (Democrat)	Bush (Dukakis's unemotional answers hurt him)	Bush	Dukakis's lack of emotional connection in responses benefited Bush.
1992	Bill Clinton (Democrat) vs. George H.W. Bush (Republican) vs. Ross Perot (Independent)	Clinton (Youthful, relatable image)	Clinton	Clinton's ability to connect with voters contrasted with Bush checking his watch, which hurt Bush's image.
1996	Bill Clinton (Democrat) vs. Bob Dole (Republican)	Clinton (Dole perceived as dull)	Clinton	Clinton maintained a confident and stable image, securing reelection.
2000	George W. Bush (Republican) vs. Al Gore (Democrat)	Bush (Gore's sighs and demeanor backfired)	Bush	Gore's behavior during debates turned off voters, giving Bush an edge despite Gore's stronger arguments.
2004	George W. Bush (Republican) vs. John Kerry (Democrat)	Kerry (More articulate responses)	Bush	Kerry won the debates, but Bush's consistent image and support carried him to victory.
2008	Barack Obama (Democrat) vs. John McCain (Republican)	Obama (Calm and hopeful demeanor)	Obama	Obama's composure contrasted with McCain's aggressive tone, strengthening Obama's appeal.
2012	Barack Obama (Democrat) vs. Mitt Romney (Republican)	1st: Romney; 2nd & 3rd: Obama regained ground	Obama	Romney won the first debate, but Obama's improved performance in subsequent debates helped him secure a second term.
2016	Donald Trump (Republican) vs. Hillary Clinton (Democrat)	Clinton (Policy expertise, debate poise)	Trump	Clinton's debate performance was strong, but Trump's populist appeal and media strategy outweighed debate advantages.
2020	Joe Biden (Democrat) vs. Donald Trump (Republican)	Biden (Trump's aggressive tone backfired)	Biden	Trump's combative approach alienated some voters, while Biden's calm demeanor reassured the electorate.
2024	Donald Trump (Republican) vs. Kamala Harris (Democrat)	Harris (Commanding performance; Trump appeared defensive)	Trump	Despite Harris's strong debate showing, Trump's established base and campaign strategies led to his victory.