The article considers publications of traditional media and social media user comments during 2020 USA primaries from the perspective of developing a global communication strategy for representing a political opponent as a threat. Attention is focused on the problem of cognitive dissonance, when the same group of Sanders' supporters turn out to be tactical opponents and strategically desirable allies in further struggle with the Republicans for the presidency. Discursive means to reduce the intra-group split, and the reasons why they are ineffective, are discussed.