Las elecciones presidenciales estadounidenses del 2024: discurso y comunicación política de Kamala Harris y Donald Trump

Introduction:This article analyzes the political discourses of Kamala Harris and Donald Trump during the only televised debate for the 2024 presidential elections. Methodology:The methodology adopts a qualitative approach, involving a thorough review of the transcripts of both candidates' speeches during the debate. For the discourse analysis, George Lakoff's cognitive science theory is used, which proposes differentiated models for progressives and conservatives (the Nurturant Parent model and the Strict Father model, respectively). Results:The results examine the rhetoric, patterns, and issues–focusing on economics and immigration, also mentioning the debate's "golden minute"–in relation to Lakoff's models. Kamala Harris impacts her electorate by appealing, above all, to her cognitive frame through the Nurturant Parent model, whereas Donald Trump reinforces his cognitive frame while repeatedly alluding to his opponent’s frame and model. Conclusions:Harris emphasizes the Nurturant Parent model in her proposals and in his criticisms of her opponent. Trump reinforces the Strict Father model but also criticises the Nurturant Parent model. The winner of the debate according to the mainstream national andinternational media outlets was Harris. However, Trump won the presidential election