6 ways Kamala Harris is rebooting her image as Joe Biden hints at her becoming president

Here's how Kamala Harris is rebranding herself for a future presidential bid

President Joe Biden often hints at the prospect of Vice President Kamala Harris becoming the future president, a notion Harris is eagerly embracing. She is actively working to revamp her image and garner support among voters to pave the way for a potential presidential bid. Despite challenges such as low approval ratings and tough competition from political opponents, Harris is determined to establish herself as a viable candidate for the highest office in the land. The upcoming months are crucial for her as she strives to enhance her public perception and lay the groundwork for a potential presidential run.

1. Joe Biden's public teases and endorsements

In recent public events, Biden has repeatedly teased the idea of Harris running for president. During a commencement speech, he remarked, "No doubt that a Morehouse man will be president one day, just after an AKA from Howard," referring to Harris, an alumna of Howard University and a member of Alpha Kappa Alpha Sorority. Biden added, "She’s tough, guys," drawing laughter and applause from the audience. This rhetorical flourish is part of Biden's strategy to connect with a broad audience. At a White House reception for Asian Heritage Month, Biden humorously noted, "I asked her to be my vice president because I knew I needed somebody smarter than me," and mentioned, "I work for Kamala Harris." Biden has also mistakenly referred to Harris as 'President' during public events, such as a state visit from the Kenyan president and a speech honoring the Vegas Golden Knights.

2. Rebranding Kamala Harris

Harris has been actively working on her public image, making nearly two dozen trips to key swing states. Despite her efforts, swing state polls show Biden and Harris either tied or trailing behind former President Donald Trump. Nationwide, Harris has been struggling with low job approval ratings, though recent polls indicate a slight improvement. The Harris team and the Biden campaign are focused on rebooting her image with only a few months left before the election. They are using traditional media appearances to reassure the public that she is prepared to assume the presidency if needed.

3. Softening her image with 'Momala'

The campaign has reintroduced the concept of 'Momala,' emphasizing Harris's maternal aspects. In an appearance with daytime talk show host Drew Barrymore, Harris awkwardly attempted to connect with this narrative. A subsequent appearance with Sherri Shepherd was more successful, where Harris shared photos of her with children, discussed Mother's Day, and reminisced about her own childhood filled with music and family gatherings. "I have many babies, let me just say," she told the host, recalling that she grew up having "many mothers" in her life. "That’s how I am with the children in my life, they are like my children," she added. Harris also talked about officiating her stepson's wedding and her love for cooking, inviting Shepherd to her "Sunday dinners" and sharing a gift bag with a specially made candle. This softer image aims to humanize Harris and present her as relatable.

4. Partnership with Doug Emhoff

The effort to soften Harris's image extends to highlighting her relationship with her husband, second gentleman Doug Emhoff. In an interview with Shepherd, Harris spoke about their tenth wedding anniversary and how they manage her busy schedule. "On Sundays, we sit down with our calendar, we have a scheduling meeting, and I know that sounds awful, and we have a rule nobody cries," she said. Emhoff, portrayed as a supportive and loving spouse, appeared with late-night host Stephen Colbert, where he expressed his amazement at Harris being vice president and playfully discussed what the public should call him. "I will let you say Doug. But not Dougie. That's only for Kamala. She's the only one that can call me Dougie," he told Colbert.

5. Projecting Kamala Harris as the 'uncensored fighter'

Harris's team is also keen on preserving her image as a "fighter." During a conversation with young Asian Americans, Harris emphasized her no-nonsense approach by saying, "Sometimes people will open the door for you and leave it open. Sometimes they won’t and then you need to kick that f**king door down." This deliberate use of an expletive was intended to make headlines and showcase her toughness. Comedian DL Hughley, who had previously criticized Harris, hosted a conversation with her in Milwaukee and publicly apologized for his past criticisms, promising to support her in the future. This event helped reinforce Harris's image as a resilient and determined political figure.

6. Engaging with influencers to reach wider audiences

To reach a wider audience, Harris's team is engaging with podcast and social media influencers who are excited to feature the vice president without the biases of traditional media. Harris appeared with Franco Noriega, a chef, to highlight her love of cooking, and participated in an interview with teenage reporter Jazzy Guerra. She also spoke with Maverick Carter, LeBron James' manager, about the challenges of being the first woman and first Black vice president, likening running a political campaign to a "marathon" where "people are throwing tomatoes at you." She also stressed the importance of maintaining high standards. "We have to be perfect ... I know we won’t be, but you don’t break barriers and have the kind of success without having the highest standards," she told Carter, as quoted by the Daily Mail.