From Maddy: Impeachment Messaging

Research Paper: Impeachment Messaging by Maddy Levine


The impeachment trial of President Donald Trump was a momentous event, marking the third impeachment of a United States President since the country’s founding. But what lies beneath the historical nature of the impeachment is what it showed about the dynamics of Republican and Democratic Parties in the Senate and House. Through researching the messaging campaigns of both parties, specifically focusing on the period of the House impeachment inquiry and vote, this process marked the breakdown of bipartisanship in and the growth of party polarization in Congress.

Convincing a Skeptical Public

Democrats challenge in the beginning of the inquiry was convincing the public that the investigation was necessary. To do this, Democrats focused messaging on a constitutional and nonpartisan obligation to pursue investigations into Trump’s infamous call with Ukraine. In contrast, Republicans faced the challenge of defending a president with an approval rating that has never broken higher than 49%. Their focus in early messaging was declaring the whistleblower report a non-credible source with a hatred for Trump.


Impeachment Inquiry

Democratic messaging remained steady in reiterating the somber nature of the inquiry, as well as that the process was not something they wished to pursue. They emphasized, especially in purple districts, that this was forced upon them by Trump himself. Meanwhile, Republicans struggled to come up with a coherent messaging scheme - messaging ranging between reframing the facts to state that while Trump did withhold aid, it was over foreign policy concerns, while others argued that the process was unjust.


Impeachment Debates

During the impeachment debates, the Democrats remained incredibly structured in their arguments. Emphasizing duty, service, and a pursuit of justice, they advocated for Representatives to vote for impeachment, and Senators to vote for removal. While Democrats invoked the Constitution, Republicans invoked the Bible, Pearl Harbor, and the end of democracy. Referencing a sense of unjust persecution, a dangerous precedent, and preserving democracy, they argued for voting against impeachment and removal.


Each party faced different challenges in winning support for cause - whether to impeach or dismiss. But with the sharp attacks against the foundations of the opposing party, and the inability of each party to agree on a single fact, it signaled the growth of party polarization, as well as the deterioration of bipartisanship within Congress. We currently are seeing the impacts, as Congress fails to come together in the face of COVID-19, still debating over the smallest amendments to relief packages.