The campaign is leaning into memes related to British pop star Charli XCX‘s hit album “Brat” and Harris’ own comments about falling out of a coconut tree.
Driving the news
British pop singer Charli XCX posted “kamala IS brat” on X, referring to her sixth studio album “Brat,” and sparking a wave of meme support for Vice President Kamala Harris.
Charli XCX was acknowledging something that had already taken off online, where viral memes were featuring video clips of Harris dancing and joking against Charli XCX tracks. Brat, the singer has explained, is “that girl who is a little messy and likes to party and like maybe says some like dumb things sometimes, who like feels herself but then also like maybe has a breakdown… It’s brat, you’re brat, that’s brat.”
Her tweet on Sunday sent the trend soaring, a phenomenon that could help Harris’s outreach to younger voters that could play a pivotal role in the Nov. 5 election.
Why it matters
Harris, 59, represents a significant shift for the Democratic party from President Biden, 81, whose age has been a concern in the 2024 race.
The Harris campaign’s embrace of memes could engage younger voters, crucial for the upcoming election, by showcasing her relatability and modernity.
This approach signifies a recognition of the changing media landscape and the importance of online communities in shaping political discourse. By embracing memes, the Harris campaign is attempting to meet voters where they are, fostering a sense of community and shared culture around her candidacy.
However, the strategy is not without risks. Memes can sometimes backfire if they’re perceived as inauthentic or trying too hard to be “cool.” There’s also the potential for memes to be misinterpreted or taken out of context, potentially damaging the candidate’s image.
The big picture
Charli XCX’s “Brat” concept, symbolized by a specific chartreuse color, resonates with Gen Z’s disdain for the polished influencer aesthetic. Harris’ team adopted this aesthetic, signaling an understanding and acceptance of the compliment from Charli XCX. This move contrasts sharply with Trump, 78, and his traditional campaign methods.
The Kamala HQ account on X now features the “brat” green color and the album’s font, indicating a strategic embrace of the “brat” persona. They posted a Venn diagram with “Biden HQ” and “Kamala HQ” circles, with the overlap labeled “holding Trump accountable,” reinforcing unity and purpose.
Gen Z voters
In a survey conducted by AP-NORC in July, which took place following the debate but prior to Biden’s announcement of his withdrawal from the Democratic nomination race, adults aged 18 to 29 expressed a marginally more positive opinion of Harris compared to Biden. However, a notable portion of respondents in this age group indicated that they did not have a definitive view on either candidate.
Activist David Hogg shared Charli XCX’s post, emphasizing its potential impact on the youth vote. Gen Z’s familiarity with the internet and meme culture, combined with their activism, could prove essential in rallying support for Harris. Hogg noted, “The amount this single tweet may have just done for the youth vote is not insignificant.”
Zoom in
Kamala Harris’s timeline is filled with references to coconuts, an online phenomenon that started as criticism but has now been embraced by her supporters.
“She would say to us, ‘I don’t know what’s wrong with you young people. You think you just fell out of a coconut tree?'” Harris recollected in 2023 at a White House ceremony, clad in a mauve suit. “You exist in the context of all in which you live and what came before you.”
Initially, critics shared the somewhat philosophical-sounding phrase numerous times, labeling Harris as “drunk” or “crazy.” However, in the past 48 hours, online users and politicians have embraced the clip, sometimes genuinely and sometimes ironically, creating coconut-themed posts to support her candidacy.
Senator Brian Schatz of Hawaii solidified his endorsement of Harris on X by sharing a photo of himself climbing a coconut tree. Similarly, Colorado Gov. Jared Polis simply posted emojis for a coconut, tree, and the American flag on X.
What next
As Harris continues to campaign, her team’s ability to engage young voters through social media and memes will be crucial. The outcome could influence her chances in the race against former President Trump, who has already started attacking her with nicknames like “Laffin’ Kamala Harris.” Harris’ ability to connect with younger voters could be a deciding factor in the 2024 election.
(With inputs from agencies)