In a tragic series of events, including a hard-to-watch debate performance, an assassination attempt, and the unprecedented stepping down of a nominated presidential candidate, America is set to have what may be the funniest presidential matchup in history: Donald Trump and Kamala Harris.
It’s 2024, and what makes for a good political campaign is no longer solely traditional leadership skills like integrity, humility, intelligence, etc.
The new test for politicians: Are they memeable?
Kamala in memes
In what feels like a suitable outcome to America’s chaotic political scene and general “wtf is happening” air, the Vice President and Democratic nominee, Kamala Harris, has been crowned “brat” by hyperpop artist and founder of brat culture — Charlie XCX.
The internet tried and failed to make President Joe Biden memeable, but the fact is that his presence is tragically unfunny (with the very limited exception of the ‘Dark Brandon’ memes and a dash of old chap charm). Yet with Harris, the internet had no shortage of content to pull from.
The launch of her presidential campaign was aptly followed by One Direction-style fan edits, beats sampling her memorable laugh, coconut emojis, and, of course, “Kamala is brat” memes.
Suppose you’re not a regular reader of news on immigration, abortion rights, or White House state of affairs, nor did you live in California during Kamala’s reign as attorney general or state senator. In that case, your familiarity with Kamala Harris is likely from videos and speeches that gave the internet a giggle.
Her online persona can be likened to a zany aunt. For years, male politicians have been granted the compliment: “I could grab a beer with that guy”. Harris is a woman you need to share a bottle of Pinot Grigio with.
In a world that has become increasingly concerned with personality in politics, her impromptu laughter sessions and seemingly random tangents attracted many eyes across social media. (See: Kamala Harris loves Venn diagrams.)
Her vice presidency was practically launched by the treasured “We did it Joe” video, with this moment only being preceded by her girl boss meme debut: “Mr. Vice President, I’m speaking,” debate clip. With Kamala stepping up to the plate, Trump now has someone who can compete with his meme track record.
Fight for the Gen Z vote
In a surprise to no one, much of the internet responded to this very serious political campaign profoundly unseriously. It is clear that the Harris campaign took note and believes that catering to Gen Z means making an inside joke out of the candidate. Are they wrong?
The official Harris campaign X account changed their banner to mimic the brat album cover, which prompted an excess of online chatter. The campaign TikTok is full of trends and short girl boss clips that have proven popular despite being ever so slightly cringe.
While it is undeniably hilarious that candidates feel they must receive approval from Michelle Visage to make it with this generation, it also prompts some questions regarding the newest wave of algorithmic electoral politics and Gen Z’s political engagement.
Algorithm Politics
The medium is the message.
-Media theorist Marshall McLuhan, 1964
Radio, television, and performing politics
Circling back, let’s quickly review how communication technology alters politics.
Our conception of a candidate can change based on the medium through which their message is pushed.
In the early 20th century, radio revolutionized politics, allowing the public to get to know their elected officials in a way that had never possible through print. The ability to speak directly to the public added a personal touch. Famously, President Franklin D. Roosevelt connected with the US population through his Fireside Chats during World War II.
The 1960s introduced television. Television didn’t only bring a visual aspect; it also normalized entertainment and celebrity culture. Politicians started appearing on late night shows, such as the iconic saxophone performance from President Bill Clinton on the Arsenio Hall Show. With television, being a good politician isn’t enough — you must charm the masses, too.
And so the long, tumultuous, and often awkward relationship between politician and celebrity began. Of course the latest era is social media. Politicians must conquer this new world or drown in the noise!
Making the algorithim her campaigner
There are some golden rules of social media that Kamala must navigate to win the game: authenticity, brevity, and sensationalism. Defined and rewarded by algorithms, the posts we are most likely to see are the most easily consumable and eye-catching of the bunch. Additionally, there is an expectation of pseudo-intimacy. Posts are primarily self-published and personal.
Evidently, social media’s values are not inherently compatible with politics. The reality of legislation is tangled in red tape and nuance that simply can’t be covered in quick infographics or 3-minute TikToks. Despite this, several studies show that social network sites are the primary source of Gen Z’s political news.
Politicians are notorious for curated and polished public images; yet social media demands a personal rawness from them. Politics are not casual, easily consumable, nor typically humorous, but politicians must find their place in social media to appeal to voters.
While politicians find their footing in this new landscape, we have been gifted with treasured moments such as Hillary Clinton’s “chillin in Cedar Rapids” video and Beto O’Rouke livestreaming his dentist appointment. Kamala’s challenge is to avoid these overly obvious attempts at relatability even as she aims to connect with Gen Z.
The land of Kamala memes
Politics and social media: what is the product of these two unlikely lovers? Must politicians bend to social media in a never-ending attempt to appeal to the masses? (The answer is a resounding yes.) And does this in turn shape politics? (Also yes.) Here we’ve found ourselves in the land of ‘Kamala is brat’.
Kamala is 59 years old. She’s a former prosecutor and an experienced politician. She probably didn’t listen to the brat album. She most likely isn’t a RuPaul’s Drag Race fan. These aren’t important qualities, but it means she’s coming to the online world from the outside. The truth is that she cannot gain traction on her own. The best political strategy for her: becoming a meme.
Gen Z is quick to spot curation; they expect authentic communication via social media. Perhaps this is why traditional campaign advertisements are not as effective online.
Memes, however, are intrinsically grassroots. Rather than forcing an agenda in a top-down manner, memes are made for and by the people. This dynamic is more in tune with how young people communicate online and is therefore received better than a preachy campaign advert.
So not only is it free marketing for a candidate, but it’s a more effective tactic overall. For example, it’s possible that a dancing montage over “365″ by Charli XCX may garner more young votes than a list of policy goals. Harris’ campaign knows this, and they are encouraging it in full force.
Where we are now
Prior to social media, German Political scientist Thomas Meyer expressed concern for a media landscape that makes the “communication artist” the “best democrat.” The overwhelming presence of social media only exacerbates this sentiment. It is not always experience and goodwill that garners votes, but rather, a skilled social media curator.
Kamala Harris’s meme-ridden campaign strategy marks a clear shift in online political strategy. Policy is taking a backseat to personality.
When laughter is productive
There’s plenty of criticism kicking around for the embrace of Kamala memes. A CNN clip of Gen X news hosts debating what it means to be brat sent shivers down Gen Z spines. It is cringe and dissociative to see these conversations happening while images of war fill our feed and looming threats of debt and climate change hang over us.
But the reality is that we like to be spoken to in our own language, and that doesn’t change based on the world context. Ronald Reagan did well with middle America partly because he spoke simply. He could joke like any other middle-class Illinois man.
Donald Trump is from a dramatically different background than much of his base. However, his uninhibited language and demeanor make his followers feel like they are being spoken to and listened to by one of their own.
It’s not entirely shallow to enjoy candidates playing with internet trends. We’ve moved past the myth that the internet is separate from reality. Much of our social life happens online. It is a natural evolution that political campaigns should enter the meme sphere. It may even engage people who were formerly uninterested in politics and now feel that they are included or being spoken to.
Additionally, we’re in an unprecedented time of burnout. News avoidance is on the rise. Perhaps the political meme culture can reel people back into the fire. Humor has a history of altering power dynamics and maintaining political movement. Niche movements often use humor as a fighting tool to maintain energy. When paired with action, laughter can be radical.
Tracking the campaign
The danger comes when the memes serve as distractions. There is nothing radical happening if the internet succumbs to the ease of laughing things off while veering away from pressing issues.
Harris’s target online base tends to support progressive ideals, yet there is surprisingly little effort to promote these values on her socials.
Instead, her personal and campaign accounts primarily post character-based drags of Donald Trump and his running mate or cutesy videos of Harris and Walz.
Policy targets that are highlighted, including her recently announced economic plans, are traditional centrist democratic legislation. She has long been a vocal advocate for women’s reproductive rights and pro-choice legislation. She claims she will take a stance against unlawful and immoral price gauging and promises 3 million new afforadable housing units if elected. Politically speaking, these are all safe center-left appeals to Democrat voters.
Her campaign team knows the importance of the young vote. They’ve made this clear through their engagement with Kamala memes and their various campaign choices, including rapper Megan thee Stallion performing at Harris’s Georgia rally. However, thus far in her campaign, Kamala’s attempt to appeal to young voters has primarily been cultural.
The Biden-Harris student loan forgiveness that was touted during Biden’s run has received little attention in the Harris-Walz campaign. Her stance on the Israel–Palestine conflict is wishy-washy. She has tried to rebrand her law and order history as a “progressive prosecutor;” yet her crime stances are relatively middle of the line. During her time as Vice President, she turned to harsher stances on immigration. But she hasn’t been quite as vocal about such issues as she could be.
Gen Z politics: Do lol’s outweigh policy?
It is still early in the Harris-Walz campaign; there is still time for Harris to come out with youth-aimed policy goals. However, she may feel she does not have to put her neck out for left-leaning youth values to get their votes, and for good reason.
For one, she can have faith that these young progressive voters won’t be persuaded by Donald Trump. Second, even if she did depart from her centrist leanings to energize a progressive base, the youth aren’t guaranteed to show up on Election Day. Although 2020 youth voter turnout proved relatively high, young people historically slack on voter participation.
Even further, her success in cultural chatter may negate her need for policy appeal.
Donald Trump’s reign exemplifies just how far a showman can go in today’s online world. If she maintains momentum and dodges cringe accusations for long enough, wacky Kamala could win the hearts of young voters.
Thus far, Kamala memes have captured the imagination of the internet gods, but only time will tell if that is enough for Gen Z. The algorithm may take her all the way to the presidential seat.
