U.S. presidential election: the keys to Trump's win

In an election that marks a turning point in the recent history of the United States, Donald Trump has consolidated his position as president with a resounding victory, achieved by a clear and comfortable margin. Carmen Beatriz Fernández, political consultant and visiting professor at the University of Navarra, has highlighted that the speed in obtaining the results has facilitated a transition without violent incidents or altercations, which has been a positive factor for social stability. After the elections in the United States and the unprecedented victory of Donald Trump, three experts in political communication met at the School of Communication of the University of Navarra to analyze the campaign and comment on the results. 

Trump's victory, driven by a campaign strategy that addressed issues core topic for ordinary citizens, captured the mood of a nation mired in uncertainty, with an electorate increasingly distrustful of its elites and the political system, said Ricardo Amado, consultant political and professor at George Washington University.  

For her part, Carmen Beatriz Fernández drew a complex scenario, with many factors, but above all she highlighted five keys: microeconomics and how inflation has affected the price of the shopping basket; the crossroads between continuity with Harris or a change with Trump; a bad demographic segmentation by Harris, who did not know how to connect with Latinos, young people or women; a smaller effect of misinformation than expected; and a division between the massive support of the major media outlets and many influencers and celebrities for Harris, against the opinion of a silent majority that supported Trump.

In addition to these conjunctural factors, Ricardo Amado highlighted the relevance of the narrative and the influence of social networks in Donald Trump's campaign. His simplification of some problems and his forcefulness gave hope to a population that has lost its trust in the system and is looking for firm referents. Trump's narrative managed to connect with fundamental emotions such as fear, offering certainties in a world of uncertainty. "People want to get back on track and they see in Trump that opportunity," said Amado.

While Trump's campaign strategy was successful in connecting with the climate of American opinion, the speakers also highlighted the crisis in the Democratic party as an element that played in favor of the Republicans last November 5. The Democrats have a crisis of connection with voters, having lost 13 million votes compared to the election 4 years ago when Joe Biden won. Experts pointed out that above all they have lost connection with the segments of the population of Latino men, young people and African American voters. 

In addition to these factors, the elections also reflected a strong division of values around issues such as abortion, foreign policy vision, immigration or trade relations. Given this status, the question that remained on the table is which party will be left in the post-Trump era and what subject decisions both parties will make by 2028.