Dr. Annelise Russell
Associate Professor in the Martin School for Public Policy and Administration at the University of Kentucky. She conducts research on political communication in the digital age. She is the author of two books: Tweeting is Leading (2021, Oxford University Press), and Tweeting Scared (Forthcoming, Oxford University Press)
Twitter: @anneliserussell
Email: arussell@uky.edu
U.S. Election 2024
12. The campaigns’ pandemic memory hole (Prof Michael Serazio)
13. America’s kingdom of contempt (Prof Barry Richards)
14. Americanism, not globalism 2.0: Donald Trump and America’s role in the world (Prof Jason A. Edwards)
15. The politics of uncertainty: Mediated campaign narratives about Russia’s war on Ukraine (Dr Tetyana Lokot)
16. The U.S. elections and the future of European security: Continuity or disruption? (Dr Garret Martin)
17. Trump’s victory brings us closer to the new world disorder (Prof Roman Gerodimos)
18. Abortion: Less important to voters than anticipated (Dr Zoë Brigley Thompson)
19. Roe your vote? (Dr Lindsey Meeks)
20. Gender panics, far-right radicalization, and the effectiveness of anti-trans political ads (Dr Thomas J. Billard)
21. U.S. politics and planetary crisis in 2024 (Dr Reed Kurtz)
22. Trump and Musk for all mankind (Prof Einar Thorsen)
23. Guns and the 2024 election (Prof Robert J. Spitzer)
24. Echoes of Trump: Potential shifts in Congress’s communication culture (Dr Annelise Russell)
The 2024 presidential election will shape more than just foreign or fiscal policy. It will also significantly impact Congress’s approach to communication in the coming year. The return of Donald Trump as president sparks familiar discussions about what this will mean for how Congress operates, including how it communicates both internally and externally. Trump made an indelible mark on the presidency with his Twitter-first agendas and political rhetoric — shaping both how members interacted with their constituents and the broader strategies they employed with media. The digital landscape in Congress has changed over the last four years — including Elon Musk’s acquisition of Twitter — and congressional members are likely to recalibrate communication priorities based on the political shifts and pressing issues that the election has revealed.
The Trump effect
The Trump era brought a transformative impact to Congressional communication, intensifying a shift already underway in how lawmakers interact with constituents, journalists, and political adversaries. Congress’s digital adaption continues to this day — albeit slowly — but Donald Trump’s first term fueled this adaptation to an unprecedented level of urgency. Press teams, journalists, and lawmakers alike experienced drastic change in the immediacy of information and the deference to online news, navigating a new information environment driven by real-time updates and minute-by-minute news cycles. Digital platforms have long been in use, but Trump’s unfiltered use of Twitter rewrote the playbook for congressional communication, accelerating the demand for instant responses, on-the-fly reputation management, and a strategic crisis communication approach.
Looking ahead to next year, one of the trends in congressional communication will be staff and lawmakers adapting to Trump’s rapid-response communication. Lawmakers and staff were caught off guard during the first few months of the first Trump presidency — needing to react quickly and assertively to Trump’s tweets given that many came at all hours. Congressional offices, particularly Democrats in the opposition, will be tasked with adapting digital practices that present an alternative voice to the administration’s messaging. This new yet familiar digital pace will likely force some congressional offices to rethink their communication strategies — investing more in digital advertising, coordinating rapid-response, and connecting their political brand with a diverse set of audiences.
Increased use of digital platforms
The 2024 election reaffirmed the importance of digital outreach, especially among younger, tech-savvy voters. The recently dubbed “podcast election” highlights the ways digital caters to a fragmented media and diverse audience that has increasingly moved away from traditional news and even cable news. In response, Congress is likely to further embrace digital platforms as a tool for direct communication with preferred audiences. Platforms like Twitter, Instagram, and emerging networks continue to be invaluable for rapid response, personal branding, and controlling narratives without the filter of traditional media. Congressional offices may expand their digital teams to craft platform-specific content and employ tools that enhance digital engagement. Live videos, stories, and interactive posts allow members to foster a sense of immediacy, while longer-form posts on platforms like Substack or Medium can provide deeper insights into their policies. Senators, like Republican Ted Cruz, have already begun relying on podcasts as a necessary tool, and that trend may grow going forward. Additionally, with social media algorithms favoring visual content, many members will likely invest more in video production to connect on an emotional level with constituents.
Heightened focus on leadership
Republican likely control, at the time of writing, of both congressional chambers and the White House creates a powerful communication operation for the GOP, meaning that Democrats will have an even greater need for coordinated messaging, digital support, and strong leadership to navigate their vocal opposition. In the House of Representatives, this team of Democratic leadership will enter its first session without the support of the White House, meaning that leadership across the House and Senate will be tested in their ability to coordinate communication. Democratic leaders will need to respond quickly to both potential controversies and opportunities, not only to safeguard their own reputations but also to build out the strength of the caucus.
Leaders’ communication teams may lean into pre-emptive messaging and quick-response tactics, as well as working closely with committee staff to coordinate messaging on policy priorities. For example, by preparing content that addresses anticipated criticisms or clarifies complex policy issues, leaders can be proactive in navigating potential challenges.
Unanswered questions ahead
The election and new Republican majority will set the tone for Congress’s communication strategies in the coming year. With a clear mandate on key issues, a commitment to both digital and traditional channels, and an emphasis on targeted digital platforms, congressional communications will evolve to meet the demand. A number of questions, however, remain unanswered at this point, but will be vital to the information climate moving forward:
- What is the relationship between Congress and the press? Will the culture of “scooplets” on Twitter/X continue? Will offices bypass reporters and opt for paid digital communication options?
- Will digital advertising and micro-targeting be used to further target constituents with specific messaging, especially as legislators look to build and maintain new coalitions? Will younger audiences, in particular, see more targeted outreach?
- While some issues demand vocal leadership, others require tactful silence. What issues will fall off the agenda?