On Monday, Kamala Harris officially launched her presidential campaign with a neon green banner inscribed with “kamala hq” on social media platform X. The campaign’s embrace of Harris as a Gen Z “brat summer” icon refers to British pop star Charli XCX’s album “BRAT,” which celebrates edgy fun and the messy parts of being a woman. TikTok users had already been creating edits of Harris dancing and laughing, but the videos gained popularity after news of Biden dropping out and endorsing Harris spread. The campaign’s choice of a neon green banner mimicked the trend, and viral TikTok edits often featured a popular song from the album and the widely memed “coconut tree” clip. Harris’s quote from a speech also contributes to the playful and fun representation of her online.
Charli XCX described a “brat” as someone who is a little messy, likes to party, and may say dumb things, and applied this label to Harris. The use of songs like pop artist Chappell Roan’s “Femininomenon” with Harris quotes in viral posts has further increased her popularity among Gen Z users and active social media participants. This online phenomenon marks a departure from the administration’s low approval ratings and Harris’s unsuccessful bid for the 2020 Democratic presidential nomination. Gen Z group Dream for America expressed a desire for a “brat presidency,” highlighting the appeal of Harris’s embrace of the viral trend. The trend has also spread to other members of the Democratic Party, such as the Democratic Lieutenant Governors Association selling “demo(brat)” merchandise to support Harris and other Democratic candidates in upcoming elections.
The embrace of the “brat summer” trend by Harris and other Democrats has reinvigorated hope within the party following concerns about President Biden’s age and the Republican Party’s recent momentum. The viral campaign has breathed new life into Democratic efforts and generated excitement among younger voters and social media users. By aligning herself with a trend popular among Gen Z, Harris is able to connect with a key demographic in a meaningful way and engage them in the political process. The quirky and fun representation of Harris online through TikTok edits and creative posts has transformed her image and generated positive attention for her campaign. Additionally, this viral trend has demonstrated the power of social media in shaping political messaging and influencing public perception of candidates.
The success of Harris’s campaign in appealing to younger voters through the “brat summer” trend underscores the importance of engaging with diverse demographics and utilizing digital platforms effectively. By leveraging popular culture references and embracing viral trends, Harris has been able to connect with Gen Z in a way that resonates with their values and interests. This approach not only boosts Harris’s profile among younger voters but also demonstrates her ability to adapt to changing communication styles and reach new audiences. The widespread popularity of the #kamalaharris tag on TikTok and the significant engagement with her campaign content indicate a strong level of support and enthusiasm for her candidacy among online users. As the campaign continues to evolve and reach new audiences, the impact of the “brat summer” trend on Harris’s political journey remains to be seen, but its immediate success in generating buzz and excitement is evident.
