From ‘Brat Summer’ to ‘Hotties for Harris’: How Kamala Harris is winning over Gen Z voters

Harris’ embrace of cultural trends demonstrates how politics can intersect with pop culture as a strategic method to engage and attract a new generation of voters.

Upon opening X one morning to find countless Kamala Harris clips being edited to songs from singer-songwriter Charli XCX’s Brat album, I knew Harris’ campaign was quickly rebranding for Gen Z’s approval. 

Charli XCX’s “Brat” album introduced the “brat summer”— a girl that is a bit messy, carefree, unapologetically herself, and enjoys partying all summer. The artist’s endorsement of Harris, stating “kamala IS brat,” has sparked a wave of memes and edits, infusing Harris’s campaign with the album’s iconic lime green color. The vice president temporarily adopted the brat theme on her X profile.

Harris’ casual attitude, such as when she famously referenced a coconut tree while giving a personal anecdote, aligns with the “brat” persona, making her more appealing to young voters. This rebranding effort appears to be a strategic move by Harris’ campaign to connect with young voters who are often disillusioned by traditional politics. 

This strategy of leveraging pop culture is not new in politics. Barack Obama’s former campaigns were pioneers in using social media and pop culture to connect with younger voters, with celebrities like Beyoncé and Oprah Winfrey endorsing him. More recently, Rep. Alexandria Ocasio-Cortez has been seen on Instagram and TikTok, discussing policy issues while participating in viral trends. Harris’ approach continues this trend, adapting it to fit today’s digital landscape of appearing to be a more “relatable figure.”

Additionally, Megan Thee Stallion joined Harris’ rally in Atlanta on July 30 to perform a few of her songs, announcing “Hotties for Harris” during her performance. By partnering with influential pop culture figures like Megan Thee Stallion, Harris is leveraging the artist’s fanbase to broaden her reach towards younger voters.

As the election progresses, it will be interesting to see how Harris continues to incorporate pop culture into her campaign and whether this approach will resonate with young voters. Harris’ embrace of cultural trends demonstrates how politics can intersect with pop culture as a strategic method to engage and attract a new generation of voters.

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