加密货币可以从 2024 年美国大选中学习如何赢得“人民选票”

2024 年美国大选是如何迫使一大群人选举自己国家领导人的大师课。

The views and opinions expressed here belong solely to the author and do not represent the views and opinions of crypto.news’ editorial.

本文所表达的观点和意见仅属于作者本人，并不代表crypto.news社论的观点和意见。

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 年美国大选是如何迫使一大群人选举自己国家领导人的大师课。在很短的时间内，我们看到每位候选人开始竞选活动并围绕移民、生活成本和生殖权利等问题向选民做出承诺后，情绪发生了变化。

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.

从传播关于移民吃猫狗的表情包和幽默的“椰子树”言论，到游说监管机构的决定性作用，推动政治信息和加密货币叙事之间的相似之处很难被忽视。

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.

加密货币对于引人注目的信息并不陌生。加密历史上最令人难忘的短语之一是比特币 (BTC) 创世块中包含的“泰晤士报 2009 年 1 月 3 日财政大臣处于第二次银行救助边缘”，它提醒人们，帮助推动加密货币发展的强大信息。产业向前发展。为了使加密货币再次赢得“人民的投票”，该行业可以从我们在今年的选举中观察到的几条基本沟通原则中学习。

Tapping into the psyche of the masses with memes

用模因挖掘大众心理

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

在本次选举周期的政治信息中使用模因帮助候选人吸引选民基础并改变他们的看法。

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 万粉丝，用三个词的 X 帖子“kamala IS brat”为卡玛拉·哈里斯背书。 《Brat》是 Charli XCX 推出的一张专辑，以霓虹绿和黑色为标志性颜色。哈里斯竞选团队很快将这一主题融入到他们的竞选配色方案中，导致“卡马拉是小子”的表情包在网络和 TikTok 上爆炸，引入了一种新的文化参考，积极塑造了话语。皮尤研究中心称，这对于越来越多地通过社交媒体获取新闻的年轻选民和新选民来说尤其重要。

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.

模因研究起源于进化生物学、模因学，探讨思想、行为和文化现象如何传播。媒体的轻松愉快使人们能够以更平易近人的方式消化复杂或令人不安的政治现实，从而在情感层面上影响选民的态度。

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.

加密货币通过狗狗币 (DOGE)、柴犬 (SHIB) 和 Dogwifhat (WIF) 等模因币获得了成功应用，这些币利用模因文化来建立社区和炒作。与传播意识形态的政治模因类似，模因币通过幽默和社交媒体参与传播经济叙事。

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.

整个行业需要看到能够广泛吸引用户的表情包的回归。 “钻石手”、“WAGMI”（我们都会成功）和 HODL（亲爱的生命，坚持下去）等流行表情包在过去像野火一样传播着加密货币的信念。该行业需要打造新的模因并利用新的时刻来保持其相关性并再次与广大受众产生共鸣。

The use of emotional and purpose-driven messaging

使用情感和目的驱动的消息传递

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

政治竞选活动还提供了一些例子，说明情感共鸣、目的驱动的语言如何与支持者建立联系。

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.

唐纳德·J·特朗普的竞选活动使用了许多大胆的目的陈述，研究表明这些陈述与力量和爱国主义主题产生共鸣。其中最受欢迎的是该活动的“让美国再次伟大”(MAGA) 信息。他的吸引力与美国文化中对反英雄人物的心理准备有关，反英雄人物代表着一个大胆、不受典型政治礼仪约束和愿意挑战现状的人。特朗普的“战斗、战斗、战斗！”的口号就体现了这一点。七月份的暗杀事件后，这种情况就蔓延开来。

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 的相似之处在于，在与最终用户交谈时需要绕过复杂的行话，转而使用情感上引人入胜的语言来唤起目的。 Mert Mumtaz 是加密货币关键意见领袖 Helius Labs 的首席执行官，他使用直接且富有情感的信息来与加密货币爱好者产生共鸣。他的评论围绕主要趋势和最近发生的事件，增强了他作为 Solana (SOL) 和区块链技术主要发言人的可信度。

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.

与政治竞选活动如何使用反映选民核心价值观的原声摘要类似，web3 项目和创始人需要更多地依赖使用令人难忘的声明来建立情感联系，从而获得更广泛受众的更大支持。

Lobbying to engage policymakers more seriously

游说让政策制定者更认真地参与

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.

游说在今年的选举中发挥了显着作用。当健康游说者卡利·米恩斯重新将共和党和独立总统候选人唐纳德·特朗普和小罗伯特·F·肯尼迪联系起来时，美国公民的健康成为一个突出的问题。这在罗伯特·F·肯尼迪退出竞选以支持特朗普的竞选活动中发挥了作用，催化了MAHA（让美国再次健康）运动可能会对最终的选举结果产生影响。

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 倒闭后，美国加密货币行业本身也经历了针对公司的监管敌意。从那时起，人们越来越认识到金钱在政治中的使用只是系统运作的方式。需要进行游说，让国会大厅听到该行业的优先事项。

The last two years

近两年