Back in 2008, Barack Obama’s campaign pioneered the use of the web and associated metrics, catching his opponent John McCain flat-footed. It changed the way candidates ran for president. And now, since the pandemic prevents both Donald Trump and Joe Biden from having rallies or other in-person events, the online campaign is pretty much the only campaign.
Not since 2008 have we seen as sharp a contrast in the digital media presence between presumptive nominees. But this time the difference is almost entirely about tone.
Take, for example, this recent Trump campaign email:
Note the use of caps-lock, colored fonts, and the use of sarcastic nicknames for Mike Bloomberg and Joe Biden.