Politics Meets Pop
In the digital age, political figures are increasingly subject to internet fan cultures, a trend that the rise of platforms like TikTok has accelerated. Current Vice President and presidential candidate Kamala Harris has emerged as a significant figure in this new political fan culture, drawing attention to her portrayal as "brat."
TikTok, launched in 2016, has evolved from a platform known primarily for viral dances and lip-sync videos to a major space for political discourse. In the wake of the 2020 U.S. Presidential election, TikTok became a battleground for political opinions, with users creating and sharing content that critiques, parodies, or supports candidates and public officials. The platform’s algorithm ensures political content can spread quickly, especially if it taps into humor or trends that resonate with the app’s predominantly young user base. Political content on TikTok often uses irony, humor, and memes to engage users. Politicians, in this space, are no longer viewed solely as public officials but as characters that can be elevated to the status of icons or reduced to punchlines, depending on how users interact with their personas. This growing trend of reshaping political identities through mass media is not necessarily new with the rise of TikTok. Historically, forms of media such as political cartoons, songs, and even nursery rhymes have served similar functions, using satire or praise to shape public perceptions of political figures.
Brat is the sixth studio album by English singer Charli XCX and a phenomenon sweeping pop culture and politics, embodying a rebellious attitude that contrasts with the polished "clean girl" aesthetic that was popular in 2022. The vibe, created by Charli XCX, of brat celebrates chaotic, party-girl energy, embracing grungy street style, smudged eyeliner, and Y2K influences. It represents unapologetic self-expression, touching on confidence and womanhood, and has earned approval from "stan" culture on social media. Charli XCX summarizes the brat lifestyle as being messy, blunt, and a little volatile.
@charlixcx what it means to be a brat :) #OffTheRecord ♬ Club classics - Charli xcx
The brat vibe is not just a name; it is a lifestyle embraced by Gen Z, a far cry from last summer’s ubiquitous Barbie pink. The aesthetic is encapsulated in the brat album art, a lime green square with just the word brat written in the middle in low-resolution Arial font. Kamala Harris’ campaign has embraced the brat phenomenon to connect with younger voters, tapping into music and social media trends. This cultural moment has exploded in popularity, with not only celebrities but everyone and their mother participating in viral trends like the "apple" dance and adopting phrases like “brat summer.” Harris' team is capitalizing on the mainstreaming of niche internet culture with brat to keep her name circulating within the digital conversation, further reinforcing her appeal to a generation that thrives on meme culture and online trends.
Charli XCX's tweet, "kamala IS brat," following President Joe Biden’s endorsement of Harris, struck a chord within the youth vote. In response, the campaign revamped its social media presence to echo the brat aesthetic, updating the X account banner to resemble brat album art and sharing similar content on Instagram.
Harris’ persona on TikTok aligns with the vibrant and engaging side of brat, frequently seen smiling, laughing, and dancing. While her professional image may not fully match the carefree brat energy, her distinctive animated laughter and quotes such as “We did it, Joe” and “You think you fell out of a coconut tree?” have drawn significant attention. Critics view her demeanor as unusual and immature, but supporters find it endearing and relatable. According to a survey done by Cosmopolitan and Survey Monkey in September 2024 of adults ages 18 to 27, 40% say it is necessary for presidential candidates to appear chronically online, 19% think it's performative but still fun, 17% think it's legitimately cool, and 10% think it's cringe. Others argue that Democrats need to balance leveraging viral trends and addressing key issues to drive voter turnout; the campaign should focus less on whimsical elements and more on substantive policy proposals. Annie Wu Henry, a social media and digital strategy expert well-known for her work leading digital strategy on political campaigns, holds that "Her campaign shouldn't be focused on coconuts and context and unburdened and all of that, it should be focused on what she can do for the American people." While Harris’ brat persona is capturing attention, many believe it’s crucial to emphasize her policy positions and what she can offer the American people.
Critics, including Trump, who labeled her “laughing Kamala,” argue that these traits make her seem unserious and suggest she should move away from this meme-like persona now that the moment has passed. However, others believe that her approach recognizes the critical importance of young voters in November’s election. Grace Duncan, Strategy Director at SCREENSHOT Media, explains, “This tactic helps build her authority and connection with younger demographics, showcasing her campaign as current and in touch with the social zeitgeist.” By embracing a style that resonates with younger audiences, even before Biden's endorsement of Harris' presidential campaign, Harris demonstrated a commitment to engaging with Gen Z on their terms—something that can be more impactful than traditional, high-cost television advertising.
Harris’ campaign has skillfully leveraged TikTok to connect with Gen Z. A notable trend is remixing footage of Harris with popular tracks from Charli XCX's brat, reflecting the campaign’s strategy of tapping into youth culture. The campaign's TikTok account, @kamalahq, which has accumulated almost four and a half million followers, frequently uses trending audios and memes, often targeting former President Donald Trump and his running mate, J.D. Vance. Despite having fewer followers, Harris’ campaign has achieved higher engagement on TikTok than Trump's, a crucial advantage since the youth vote is pivotal for Harris’ path to the White House. Users create brat content that celebrates, critiques, or parodies Harris, blending serious political commentary with entertainment. As with traditional fandoms, the line between admiration and critique is fluid, with fans sometimes highlighting traits seen as flaws and transforming them into endearing or empowering elements.
@jqsids kamala for president 2024 | #kamalaharris #kamalaharris2024 #biden #joebiden #trump #donaldtrump #politics #tiktok #paparazzi #famouseditxx #charlixcx #brat #fyp #fypツ #foryou #viral #xyzbca #blowup #newtrend #trend #trending #ae #aftereffects #aeedit #edit #edits #genz #aestheticedits ♬ original sound - Joseph
The Harris campaign’s use of the brat aesthetic signifies a shift in political campaigning in the digital age. By embracing the rebellious, chaotic vibe popularized by Charli XCX and tapping into TikTok's fast-paced culture, Harris’ campaign is adapting to the evolving landscape of social media. This represents a departure from the traditional use of platforms like Facebook and Twitter, marking a new era of rapid, aesthetic-driven political engagement. Other countries have seen similar phenomena of social media use in political campaigning in recent years. Earlier this year, TikTok acted as a critical tool for engaging young voters in the Indonesian election, showing how social media’s influence has expanded globally. Candidate Prabowo used viral content and social media influencers to portray himself as a lovable yet strong leader, appealing to younger voters with fun, lighthearted campaigns that contrasted with the more hostile discourse on other platforms. In modern politics, the image a politician projects often holds more influence than their actual persona or actions. This aligns with Canadian philosopher and media theorist Marshall McLuhan’s idea of how the media shapes our perception of reality. As McLuhan stated, "The politician will be only too happy to abdicate in favor of his image, because the image will be much more powerful than he could ever be." Politicians, recognizing the power of their curated public personas, willingly let their image take precedence, as it holds more sway over public perception than their actual policies or character.
The memeification of Kamala Harris on TikTok raises essential questions about the role of social media in shaping public perceptions of political figures. While traditional media outlets still hold influence, social media platforms like TikTok have given rise to a new form of political engagement by shifting the power dynamic to potential voters themselves with user-generated content and viral trends. For political figures like Harris, social media trends help spread a message, build momentum, and stay in the spotlight, but they also come with risks. The brat persona meme, though humorous, is not always within her control and could contribute to a broader narrative that portrays her as out of touch or overly confident. Other political figures, from Alexandria Ocasio-Cortez to Donald Trump, have also been subject to TikTok’s meme culture. The key difference lies in how these figures engage with or react to said content. The Team Trump TikTok account, for instance, has embraced trends to mock opponents, mirroring Trump's notorious Twitter posts, which often spread misinformation. While some politicians have embraced TikTok as a way to connect with younger voters, others have been more cautious, wary of the platform’s potential to shape their image in ways they can’t fully manage. Take, for example, Governor of Florida Ron de Santis, who ran a presidential campaign in the absence of rallying support through TikTok.
Kamala Harris’ TikTok presence and her decision to associate herself with the Charli XCX brat image highlights her effort to connect with younger voters despite critics questioning whether the approach is genuine or overtly performative. Certain voters are put off by Kamala Harris' use of brat because they feel it reflects a late-stage social media trend inflation and cultural saturation rather than genuine engagement. This strategy risks alienating older and more traditional voter demographics, such as Baby Boomers and Gen X. While the brat label seems trivial compared to significant national issues, it underscores the importance of understanding how platforms like TikTok are reshaping political communication. As digital citizens participating in democracy, it is important to remain cautious about the merging of politics and internet culture. Ultimately, we must remember that these online strategies are technically a form of propaganda, and politicians are not our best friends.
