加密貨幣可以從 2024 年美國大選中學習如何贏得“人民選票”

2024 年美國大選是如何迫使一大群人選舉自己國家領導人的大師課。

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本文所表達的觀點和意見僅屬於作者本人，並不代表crypto.news社論的觀點和意見。

The 2024 US election campaigns have been a masterclass in how to compel a large group of people to elect their country’s leaders. In a short time, we’ve seen sentiments shift after each candidate began their campaign trails and made promises to voters surrounding issues such as immigration, cost of living, and reproductive rights.

2024 年美國大選是如何迫使一大群人選舉自己國家領導人的大師課。在很短的時間內，我們看到每位候選人開始競選活動並圍繞移民、生活成本和生殖權利等問題向選民做出承諾後，情緒發生了變化。

From spreading memes about migrants eating cats and dogs and the humorous “coconut tree” remark to the decisive role of lobbying regulators, the similarities between pushing political messaging and crypto narratives are difficult to ignore.

從傳播關於移民吃貓狗的表情包和幽默的「椰子樹」言論，到遊說監管機構的決定性作用，推動政治訊息和加密貨幣敘事之間的相似之處很難被忽視。

Crypto is no stranger to compelling messages. One of the most memorable phrases in crypto history, “The Times 03/Jan/2009 Chancellor on the brink of second bailout for banks,” contained in Bitcoin’s (BTC) genesis block, is a reminder of the powerful messaging that has helped propel the industry forward. For crypto to win the “people’s vote” again, the industry can learn from several foundational communication principles we observed in this year’s elections.

加密貨幣對於引人注目的訊息並不陌生。加密歷史上最令人難忘的短語之一是比特幣(BTC) 創世塊中包含的“泰晤士報2009 年1 月3 日財政大臣處於第二次銀行救助邊緣”，它提醒人們，幫助推動加密貨幣發展的強大訊息。為了使加密貨幣再次贏得“人民的投票”，該行業可以從我們在今年的選舉中觀察到的幾個基本溝通原則中學習。

Tapping into the psyche of the masses with memes

用模因挖掘大眾心理

The use of memes in political messaging this election cycle has helped candidates engage the voter base and shift their perceptions.

在本次選舉週期的政治訊息中使用迷因幫助候選人吸引選民基礎並改變他們的看法。

In July, singer Charli XCX took to her almost 3.7 million followers on X to endorse Kamala Harris with a three-word X-post, “kamala IS brat.” Brat was an album launched by Charli XCX, with notable colors of neon lime green and black. The Harris campaign quickly adopted the theme into their campaign color scheme, resulting in the “Kamala is brat” meme exploding across the web and TikTok, introducing a new cultural reference that positively shaped discourse. This is particularly significant for young and new voters who are increasingly getting their news through social media, according to Pew Research.

7 月，歌手 Charli XCX 在 X 上吸引了她近 370 萬粉絲，用三個詞的 X 帖子“kamala IS brat”為卡瑪拉·哈里斯背書。 《Brat》是 Charli XCX 推出的專輯，以霓虹綠和黑色為標誌性色彩。哈里斯競選團隊很快就將這一主題融入他們的競選配色方案中，導致“卡馬拉是小子”的表情包在網絡和TikTok 上爆炸，引入了一種新的文化參考，積極塑造了話語。皮尤研究中心稱，這對於越來越多透過社群媒體獲取新聞的年輕選民和新選民來說尤其重要。

Originating from evolutionary biology, memetics, the study of memes explores how ideas, behaviors, and cultural phenomena spread. The light-heartedness of the medium allows people to digest complex or unsettling political realities in a more approachable way, impacting voter attitudes at an emotional level.

迷因研究起源於演化生物學、迷因學，探討思想、行為和文化現像如何傳播。媒體的輕鬆愉快使人們能夠以更平易近人的方式消化複雜或令人不安的政治現實，從而在情感層面上影響選民的態度。

Crypto has seen its successful application through memecoins like Dogecoin (DOGE), Shiba Inu (SHIB), and Dogwifhat (WIF), which leverage meme culture to build communities and hype. Similar to political memes spreading ideology, memecoins spread economic narratives through humor and social media engagement.

加密貨幣透過狗狗幣 (DOGE)、柴犬 (SHIB) 和 Dogwifhat (WIF) 等迷因幣獲得了成功應用，這些幣利用模因文化來建立社區和炒作。與傳播意識形態的政治迷因類似，迷因幣透過幽默和社群媒體參與傳播經濟敘事。

The overall industry needs to see a return to memes that captivate users broadly. Popular memes like ‘diamond hands,’ ‘WAGMI’ (we’re all gonna make it), and HODL (hold on for dear life) have in the past spread beliefs about crypto like wildfire. The industry needs to craft new memes and leverage new moments to maintain its relevance and resonate with broad audiences again.

整個行業需要看到能夠廣泛吸引用戶的表情包的回歸。 「鑽石手」、「WAGMI」（我們都會成功）和 HODL（親愛的生命，堅持下去）等流行表情包在過去像野火一樣傳播著加密貨幣的信念。該行業需要打造新的迷因並利用新的時刻來保持其相關性並再次與廣大受眾產生共鳴。

The use of emotional and purpose-driven messaging

使用情感和目的驅動的訊息傳遞

Political campaigns also provide examples of how emotionally resonant, purpose-driven language connects with supporters.

政治競選活動也提供了一些例子，說明情感共鳴、目的驅動的語言如何與支持者建立聯繫。

Donald J. Trump’s campaign used many bold statements of purpose that studies show resonate with themes of strength and patriotism. Among the most popular is the campaign’s “Make America Great Again” (MAGA) message. His appeal is connected to the psychological readiness in the US culture for an antihero figure, who represents someone bold and unconstrained by typical political decorum and the willingness to challenge the status quo. This was symbolized in Trump’s call to “fight, fight, fight!” that spread following the assassination attempt in July.

唐納德·J·川普的競選活動使用了許多大膽的目的陳述，研究表明這些陳述與力量和愛國主義主題產生共鳴。其中最受歡迎的是該活動的「讓美國再次偉大」(MAGA) 訊息。他的吸引力與美國文化中對反英雄人物的心理準備有關，反英雄人物代表著一個大膽、不受典型政治禮儀約束和願意挑戰現狀的人。川普的「戰鬥、戰鬥、戰鬥！」的口號就反映了這一點。七月份的暗殺事件後，這種情況就蔓延開來。

The web3 parallel is the need to evoke purpose when speaking to end-users by bypassing complex jargon in favor of emotionally engaging language. Mert Mumtaz, CEO of Helius Labs, a key crypto opinion leader, uses direct and emotionally engaging messaging to resonate with crypto enthusiasts. His commentary, which centers around key trends and recent events, enhances his credibility as a key spokesperson for Solana (SOL) and blockchain tech broadly.

Web3 的相似之處在於，在與最終用戶交談時需要繞過複雜的行話，轉而使用情感上引人入勝的語言來喚起目的。 Mert Mumtaz 是加密貨幣關鍵意見領袖 Helius Labs 的首席執行官，他使用直接且富有情感的訊息來與加密貨幣愛好者產生共鳴。他的評論圍繞著主要趨勢和最近發生的事件，增強了他作為 Solana (SOL) 和區塊鏈技術主要發言人的可信度。

Similarly to how political campaigns use soundbites that reflect the core values of the voter, web3 projects and founders need to rely more on using memorable statements that create an emotional connection, creating greater buy-in from a wider audience.

與政治競選活動如何使用反映選民核心價值的原聲摘要類似，web3 計畫和創辦人需要更多地依賴使用令人難忘的聲明來建立情感聯繫，從而獲得更廣泛受眾的更大支持。

Lobbying to engage policymakers more seriously

遊說讓政策制定者更認真地參與

Lobbying played a notable role in this year’s elections. The health of US citizens became an issue that rose in prominence when health lobbyist Calley Means reconnected Republican and independent presidential candidates Donald Trump and Robert F. Kennedy Jr. This played a part in RFK dropping out of the race to support Trump’s campaign, catalyzing the MAHA (Make America Healthy Again) movement and may make a difference in the final election outcome.

遊說在今年的選舉中發揮了顯著作用。當健康遊說者卡利·米恩斯重新將共和黨和獨立總統候選人唐納德·特朗普和小羅伯特·F·肯尼迪聯繫起來時，美國公民的健康成為一個突出的問題。甘迺迪退出競選以支持川普的競選活動中發揮了作用，催化了MAHA（讓美國再次健康）運動可能會對最終的選舉結果產生影響。

The US crypto industry itself has experienced regulatory hostility towards companies after the FTX collapse. Since then, there has been a growing realization that the use of money in politics is simply the way the system operates. Lobbying is needed for the industry’s priorities to be heard in the halls of Congress.

FTX 倒閉後，美國加密貨幣產業本身也經歷了針對公司的監管敵意。從那時起，人們越來越認識到金錢在政治中的使用只是系統運作的方式。需要進行遊說，讓國會大廳聽到該行業的優先事項。

The last two years

近兩年