In the past three months the political landscape has changed so rapidly, and in no small part due to social media. During his candidacy, President Joe Biden faced criticism for his debate performance, leading to mass outrage on social media. This scrutiny was the final nail in the coffin for his campaign, leading to the nomination of Kamala Harris to represent the Democratic party. Despite her previous role as Vice President, Harris was relatively less known to the American public.
Being lesser-known in politics can be as beneficial as it is harmful, depending on the context. With less than 100 days until the election, Harris had the opportunity to make a strong impression that could build momentum through election day. No election is won based solely on a candidate’s policy details. Electoral success is often about having the right vibes and maintaining public enthusiasm long enough to get people to vote and according to current polls, Vice President Harris has made her impression.
The internet has been a blessing to Harris’s campaign in shaping her image. When she was nominated, the first two things on everyone’s minds were, thank god the octogenarian isn’t running anymore, and who even is Kamala Harris? For many, it seemed like she had just fallen out of a coconut tree, suddenly emerging in the political scene. This meme, born from a quote she said at a White House event last year, became an ironic slogan, highlighting the playful side of her campaign and shaping how she was perceived online. In a political climate often described as tense and boring, often making it exhausting to regularly keep up with it, Harris has sought to engage voters in a more positive and dynamic way. Rather than dealing with constant feelings of dread piling up, she was new, fresh, and happy. A new ray of hope in what was otherwise seen as a hopeless situation. She was a happy warrior, and that is what made Kamala “brat.”
Many viewed Kamala Harris as a refreshing figure, particularly during what has been dubbed the “brat summer.” Inspired by Charli XCX’s recent album, this cultural phenomenon resonated with Gen Z listeners who embraced the idea of being a “brat” not in a negative sense, but as a celebration of individuality and enjoyment. The brat lifestyle encourages breaking away from societal expectations, focusing on fun, community, and unapologetic self-expression. When President Biden endorsed Harris as the Democratic presidential nominee, Charli XCX also publicly supported her, tweeting, “kamala IS brat.” Harris’s campaign headquarters tapped into the vibrant energy of the brat aesthetic as well, rebranding the Biden-Harris HQ to Kamala HQ with a brat themed header on X. By embodying these ideals, Harris positioned herself as a new and exciting presence in the political landscape, resonating strongly with younger voters eager for change.
Harris’s campaign embodies a spirited “brat”titude that seeks to engage voters through positivity and humor. Her messaging emphasizes hope for the future and an eagerness to address challenges, resonating particularly with many Gen Z voters. This connection can be seen early on in the popularity of campaign merchandise, such as camo hats, which playfully lean into online culture. Given the heavy associations of hunting and hats with the Republican reputation, it was understood that the merchandise was meant to be a joke. In the recent presidential debate, Harris’s deliberate expressions and reactions towards Republican nominee Donald Trump were noted as significant moments, contributing to her distinct identity in the current political landscape.
Overall, the messaging that came from the Harris campaign was defined by focus on positivity and inspiration, while also not being afraid to be a little bratty. The effectiveness of this approach, particularly among Gen Z voters, will become clearer as the election unfolds.
