Vice President Kamala Harris has launched her bid for the Democrat Party's nomination for the presidency after incumbent Joe Biden resigned from the duo's reelection ticket on Sunday. Harris has quickly adopted campaign branding that targets Generation Z, also known as the Zoomers.
Some campaign decisions might perplex seasoned political observers and anyone not in their twenties. But, with a hint of humor and a hat tip to President Ronald Reagan, I often quip, "I'm from the Millennials, and I'm here to help."
As my RedState colleague Jeff Charles previously reported, Harris uses meme culture meant to mock her to her advantage. Her campaign's rapid response team's social media account, @KamalaHQ, has embraced Charli XCX's "brat" aesthetic, references her "coconut tree" quote, and her self-proclaimed love of "Venn diagrams" as a way to connect Gen Z with Democrats by embracing her viral moments.
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Kamala Harris' Campaign Tries Turning Mockery Into Meme Gold in Presidential Campaign
The campaign's social media account features a lime green banner and lowercase lettering, which is a nod to British pop star Charli XCX's "Brat" album, released on June 7. In youth culture terms, one might say the banner is "brat-coded."
It’s official. @KamalaHarris is announcing her “brat summer.”
— Louie Dean Valencia (@BurntCitrus) July 22, 2024
I wonder who the millennial was at @KamalaHQ that had to explain to her who @charli_xcx was and what the lime green was all about. This is about to be hella fun campaign. I hope she plays “Mean girls” at her rallies. pic.twitter.com/dYsblEjq7J
Charli XCX tweeted, "kamala IS brat," a term which she defines as:
You're just that girl who is a little messy and likes to party and maybe says some dumb things sometimes.
kamala IS brat
— Charli (@charli_xcx) July 22, 2024
The brat-coding had been quickly adopted by trend-seeking political groups, with the coastal gays of Fire Island, New York, sporting slime-green crop tops bearing Kamala's name.
BRAT Kamala shirts already on Fire Island. The gays move SO FAST pic.twitter.com/Zq3e9yctzv
— Michael Del Moro (@MikeDelMoro) July 21, 2024
However, the Harris campaign has not garnered universal support from every pop fan base they have engaged with. The account recently posted a video featuring the lesbian pop artist Chappell Roan's song "Femininominon," with lyrics that explore themes of sexuality.
Viewer warning: vulgar language used in the video
The official TikTok account for Kamala Harris’ presidential run has shared a video featuring Chappell Roan’s “Femininomenon.” pic.twitter.com/GotWzsGa0I
— Pop Crave (@PopCrave) July 22, 2024
The Harris campaign is treading on thin ice as it tries to appeal to a younger audience without fully understanding their sentiments. This should have been straightforward, especially considering Chappell Roan's June performance at the Governor's Ball in New York, where she dressed as the Statue of Liberty and publicly declined an invitation to perform at the White House for their Pride event.
MIC DROP: Pop star Chappell Roan sends direct message to Biden, demands "freedom for all" after rejecting offer to perform at the White House for its Pride Month festivities. pic.twitter.com/Tz4efOmqXL
— Fox News (@FoxNews) June 12, 2024
Subsequently, the Senate Democrats account appropriated Chappell Roan's "Hot To Go!" lyrics, and the emerging artist's fans shot back. One social media user compared this to when Hillary Clinton made a cringe-inducing Pokemon Go reference during her bid for the presidency, writing:
Cadence wrong, joke format wrong, AND Chappell literally turned down an invite from this White House. Pokemon-go-to-the-polls a** behavior
cadence wrong, joke format wrong, AND chappell literally turned down an invite from this white house . Pokemon-go-to-the-polls ass behavior https://t.co/KXKxr1eZBO
— kelsey mckinney (@mckinneykelsey) July 1, 2024
Harris is betting on pop-cultural trends like "brat summer" and showcasing artists like Chappell Roan to appeal to a demographic known for its influence in digital spaces. Yet, only one day into her run for the presidency, her campaign's efforts to engage with these trends haven't universally resonated.
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This strategy may result in potential backlash for trying too hard to be perceived as cool, as her approach may come off as out of touch with the younger generation she's targeting, given her background in a different era of politics and culture. This mismatch could undermine authenticity and credibility among younger voters who value genuine connection and representation.
Meanwhile, a broader segment of active voters may not grasp the pop-culture references. These traditional voters might feel alienated by the campaign's contrived attempts at being trendy, potentially rendering her efforts out of touch and risking rejection from both younger and more mature voter blocs.
The Harris campaign's gamble in the swift currents of social media reflects the new political playbook and a hyper-focus on younger demographics. The campaign's playful tone is juxtaposed with the president's absence since his social media announcement that he was dropping out of the race on Sunday. As rumors and widespread concerns about Biden's health and well-being persist, the viability of Harris' calculated "trendy" strategy also remains uncertain.
