Both slogans are aspirational though MAGA has sinister undertones and, as you say, doesn’t speak at all to the communities for whom ‘again’ is not what they want to hear. Unfortunately ‘not going back’ suggests progress has already been made but what progress can Harris point to?

Let’s face it, codifying Roe v Wade into law didn’t suit the Democrats because that would have taken away its use as an electioneering tool to scare voters off voting Republican. Then again if you’re going to talk about not going back how does that square with ‘Never again’, referring to the Holocaust.

For Kamala Harris this rings entirely empty. She won’t be remembered as ‘Genocide Harris’ but a genocide has been supported under her watch. ‘We’re not going back’ is definitely a much better slogan but in this case it’s entirely disingenuous and insulting to the intelligence of potential voters.