The trust equation
Building trust is paramount to any campaign, and especially to the Harris team. Simply put, The Trust Equation says that a person’s trustworthiness equals their credibility, reliability and intimacy divided by their self-orientation.
To gain, or in some cases regain, trust, the Harris team must focus on her credibility, such as what she says and how she says it. Her reliability lies in her actions. Will she do as she says? How will she act under pressure? Or in a debate?
And intimacy refers to the safety or security we feel when entrusting someone with something. I’d love to switch up the “I’d grab lunch with that candidate” sentiment to “I’d let that candidate babysit.” There is intimacy in both situations, but trust lies only in the latter.
Lastly, self-orientation refers to the individual’s focus. Is it primarily themselves? Or do they uphold the interests of others? Politics at its core is focused on the people, but the individuals we choose to represent us vary widely in their levels of self-orientation, which impacts every political decision they may make. For example, is this good for my constituents? Or is this something that can get me further in my career?
Authenticity
The concept of authenticity is woven throughout these points, but it is so crucial it deserves its own spotlight. As humans, we find authenticity comforting. There is something incongruous about inauthenticity (not doing as one says) that we can typically sniff out in real life.
Some of the biggest moments in culture rise to the top of the algorithm solely due to their authenticity. When Reesa Teesa uploaded 50 videos to TikTok telling the story of how she fell in love with and married a pathological liar, the world tuned in. By the time Reesa appeared on Good Morning America, her videos had accumulated 400 million views. Yes, we love a juicy narrative, but when that narrative is true? That is where virality lives.
As I type this, the Summer Olympics have kicked off in Paris. As much as we adore the pomp and circumstance of the opening ceremony, the peeks at Olympic Village life that come from athlete content creators allow us to feel connected at an ever deeper level to the Games and the people who train so hard to represent their countries. Last week, Australian water polo player Tilly Kearns uploaded a video that became quite popular of Fijian athletes singing a hymn that could be heard throughout the village. This kind of access to raw, authentic content keeps audiences drawn to the story of the Olympics beyond the Games themselves.