COLUMBIA, S.C. (AP) – Granular vs. global. Personal vs. systemic. The pragmatist vs. the revolutionary.
As the Democratic presidential candidates compete in the South Carolina primary Saturday and hurtle toward the looming March contests, their contrasting pitches are on full display. Hillary Clinton is touting her regional expertise and personal ties on the ground, while Bernie Sanders focuses on his broader message of tackling income inequality and political oligarchy.
The rival camps embrace the distinction, leaving Democratic voters to settle which approach works better.
“I have noticed those differences,” said Jaime Harrison, South Carolina Democratic Party chairman. “Hillary Clinton has been campaigning for years with Bill Clinton, who is probably the master at making people feel particularly special and that he’s known them forever. … Sen. Sanders is trying to paint a larger focus effort based on the larger revolution that he’s talking about.”
Competing aggressively in the wake of Clinton’s Nevada caucus victory and Sanders’ New Hampshire primary win, the stylistic choices highlight key tensions in the race: her strength in endorsements, party support and tangible policy achievements, much of which Sanders lacks, versus his ability to connect with voters through a big inspirational message, something Clinton has struggled to do.