Vice President Kamala Harris has become a prominent figure among Generation Z, known for her meme-worthy moments that have captured the attention of online communities on platforms like TikTok, X, and Reddit. Her recent campaign endorsement from British popstar Charli XCX on July 21 sparked a wave of viral memes, dubbing Harris as the „brat“ candidate, a nod to the singer’s album name.
As the upcoming election season approaches, a new wave of voters from Generation Z is gearing up to participate in the democratic process for the first time. With unique media consumption habits that differ significantly from older generations, this demographic presents both challenges and opportunities for political engagement.
Projections from the Center for Information and Research on Civic Learning and Engagement indicate that 8 million youth will become eligible to vote this year, contributing to a total of 41 million Gen Z members eligible to vote in 2024. This diverse and politically engaged generation has the potential to have a significant impact on the upcoming elections.
In Alachua County, data from July 15 voter registration shows that approximately 5% of the active voter population consists of individuals aging into the electorate. Harris, recognizing the importance of engaging with younger voters, has embraced an online presence to connect with this demographic through coconut tree memes and neon green branding following President Joe Biden’s announcement to end his reelection campaign.
The use of social media as a tool to reach Generation Z is evident in the Democratic party’s strategy, which includes credentialing 200 social media influencers for the upcoming Democratic National Convention. Andrew Selepak, a social and political media professor at the University of Florida, highlights that Gen Z’s news consumption habits primarily revolve around social media, leading to a surface-level understanding of current events.
However, Selepak also points out the limitations of consuming news through platforms like TikTok, where short clips may lack the depth and historical context needed for a comprehensive understanding of political issues. This contrasts with older generations who rely more on traditional media sources and may have more established opinions less susceptible to social media trends.
The recent viral campaign surrounding Harris as the „brat“ candidate may not be entirely organic, as Selepak mentions the use of bots on social media to artificially boost the popularity of certain political narratives. The prevalence of misinformation on social media poses a risk to Gen Z, as highlighted by Connor Effrain, the President of UF College Democrats, who emphasizes the influence of social media on shaping perceptions of politics among young voters.
Effrain believes that Harris‘ social media campaigning is motivating Gen Z to participate in the political process, setting a new standard for engaging with younger voters. Despite the lighthearted nature of meme culture surrounding the election, Effrain stresses that it reflects a long-standing tradition of using art and culture to convey political messages.
Adam Bernstein, a senior studying political science and economics at UF, notes the contrast between the Democratic and Republican parties‘ approaches to reaching Gen Z. While Democrats like Harris have embraced social media to energize young voters, Republicans have faced challenges in effectively engaging with this demographic, as seen in examples like Valentina Gomez’s controversial social media campaign for Missouri secretary of state.
Julia Seifer, a student senator at UF, raises concerns about the potential polarization and misinformation perpetuated by social media algorithms, which tailor content to individual preferences and may contribute to the spread of extreme beliefs. Despite these challenges, efforts to connect with Gen Z through social media are seen as a positive step towards engaging younger voters in the political process.
In conclusion, the intersection of politics and social media presents both opportunities and challenges for engaging Generation Z in the upcoming elections. As politicians like Kamala Harris leverage online platforms to connect with younger voters, the impact of meme culture and digital activism on shaping political narratives continues to evolve in the digital age.