Generation Z, known for its memes, TikToks and other forms of expression in the digital world, has experienced a change of temperature. Politics have dominated online discourse as we near the presidential election in November. A race that began as an elderly, miserly competition has been jolted with new energy from the Democratic Party, and they are capitalizing on the online momentum, leaning into internet banter that has turned Vice President Kamala Harris into a viable candidate in the eyes of young voters.
The online movement, led by organic memes about her oft-repeated coconut tree analogy and BRAT-adjacent compilations, came as her nationwide approval began to skyrocket. Focusing on her mannerisms and speech patterns may seem trivial, but in a landscape of former President Donald Trump’s endless rambling about Hannibal Lector and President Joe Biden’s constant gaffes, her candidacy was inspiring to many. After two straight terms of old men, those differences became even more pronounced.
By July 21, she was more poised to run a campaign than many could have ever predicted. Harris’ team embraced her internet popularity with its “Kamala HQ” accounts, which boasts almost 4 million followers on TikTok and more than 1 million on X, formerly known as Twitter. In a well-calibrated mixture of attacks against Trump, jokes about pop culture and advocacy for Harris’ platform, the Democratic Party has turned its campaign into one with awareness of the significance of “vibes.” Harris’ team has adopted a campaign voice that mimics the style and personality of Gen Z, spurring a Democratic shift toward more culturally driven approaches to connect with voters.
Democrats are now mirroring the ways young people engage with each other online through their more proactive approach to arguing with conservatives. The party has created strong narratives about the absurdity of Trump’s claims, like the “weird” label for conservatives coined by Minnesota Gov. Tim Walz. At the Democratic National Convention last week, speakers used humor and sarcasm, alluding to the spicy — and false — allegations about Ohio Sen. J.D. Vance and his couch. Even former President Barack Obama made a suggestive hand gesture that intended to make fun of Trump’s crowd size insecurity.
Many of these jokes had already been circulated on Kamala HQ, and while barely related to policy, they do an effective job of painting a picture of modern conservatism. The collective coordinated weight of Democrats’ barbs against Republican opponents shows a concerted effort to use the internet as a campaign tool. And notably, the GOP has taken a similar approach — Trump has appeared as a guest on the stream of prominent Kick streamer Adin Ross, made public appearances with Logan and Jake Paul and created a young people task force headed by his son Barron Trump.
You may be thinking that Harris’ vibes-fueled campaign may turn the election into a spiral of policy-detached politics. I would say that unfortunately, it’s about time Democrats get with the program. This campaign strategy isn’t a replacement for legislation, but in a presidential race that was uninspiring at best, branding a presidential candidate as someone who could be your aunt has proved a viable way of introduction and paved the way for broader support.
Michael Morini, a senior majoring in international affairs, is an opinions writer.
