The 2024 presidential campaign of Vice President Kamala Harris has taken an unexpected turn as it embraces the “brat” label, a term popularized by British singer-songwriter Charli XCX and her recent album “Brat.” This strategic move aims to attract younger voters, specifically those from Generation Z, by aligning Harris with the rebellious and authentic spirit embodied by Charli’s music and aesthetic.
Charli XCX’s album “Brat,” which debuted at #3 on the U.S. Billboard 200 chart, has sparked a cultural movement among Gen Z. The term “brat” has come to signify a rejection of the pristine “clean girl” image and a celebration of authenticity and individualism. Charli herself defined a “brat” as “someone who is genuine and self-possessed, with a rebellious streak … honest, very blunt, and a little bit volatile.”
Harris’ campaign has wasted no time in harnessing the power of this cultural moment. They swiftly adopted the neon green color scheme and lo-fi lowercase font reminiscent of Charli’s album art, even going so far as to change their social media header images. This visual transformation signals a departure from traditional political branding and a willingness to engage with younger audiences on their terms.
The internet has erupted with coconut emojis and memes referencing Harris, stemming from a line in one of her speeches where she quoted her mother saying, “you think you just fell out of a coconut tree?” This lighthearted moment has taken on a life of its own, with left-leaning content creators and Harris supporters embracing the imagery and injecting humor into the campaign.
Harris’ embrace of the “brat” aesthetic stands in stark contrast to the more traditional approaches of her competitors. It also marks a significant evolution in political campaigning, building on the groundwork laid by Barack Obama in 2008 regarding the importance of web design and social media presence. Harris is pushing the boundaries further, leveraging viral memes and youth culture to connect with voters.
Celebrities such as Robert De Niro, Lizzo, Cher, Spike Lee, and Barbra Streisand have already voiced their support for Harris, and her campaign has seen a surge in donations. The endorsement from Charli XCX, while not a formal political endorsement due to her British citizenship, carries weight with Gen Z voters who admire her music and the attitude embodied in the “brat” movement.
This strategic pivot toward youth engagement is not entirely unexpected, given Harris’ previous success in attracting online attention. Even before becoming Biden’s running mate in 2020, Harris led the pack in terms of social media interactions, outpacing political figures such as Elizabeth Warren, Bernie Sanders, and Biden himself.
As the campaign season progresses, all eyes will be on whether Harris can successfully ride the “brat” wave to connect with younger voters and translate online enthusiasm into votes. With the support of Gen Z and their viral meme-making abilities, Harris is poised to make a strong showing in the upcoming race.
Only time will tell if this unconventional approach will pay off, but one thing is certain: the 2024 presidential race is shaping up to be a battle for the hearts and minds of a generation that demands authenticity and embraces the “brat” within.
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