How Gen Z Memes Fuel the 2024 U.S. Presidential Election and How Political Strategists Can Use This Tactic To Convince Voters To Rock The Vote?

Call it a BRAT summer because Kamala Harris is BRAT. 

The Democratic Party has tapped Vice President Kamala Harris as its presidential nominee after President Joe Biden stepped down from the election, citing health concerns. This seismic shift has attracted Gen Z to vote for Vice President Harris over former President Trump.

It’s no surprise that Gen Z and Millenials are more politically active and social media savvy than previous generations. Most recent and previous elections have seen a shift of left-leaning politicians elected in their respective countries. Long are the days when televised debates and attack ads were the norm of past elections as social media fuels memes, redefines public image and shows how political strategists can use this tactic for voters to rock the vote.

American artist Andy Warhol was credited for saying the famous phrase “15 minutes of fame.” Fifteen minutes of fame turns into two weeks. One powerful tactic that can be used is a soundbite. Harris spoke at The White House while swearing in the President’s Advisory Commission on Advancing Educational Equity, Excellence and Economic Opportunities for Success on May 10, 2023. She mentioned her mother saying to her and her sister, “I just don’t know what’s wrong with you young people. You think you just fell out of a coconut tree?” 

That witty remark can be seen in numerous TikTok videos, where numerous users use the audio for random situations out of context. BRAT is another meme that has recently come up. It’s named after British pop artist Charli XCX’s recent record, brat, which has become one of the summer records of 2024.      

From a different perspective, social media can be a powerful tool for getting to know political leaders, such as their hobbies, favourite vacation spots, favourite local spots in a different city, etc. Another viral clip shows Harris going record shopping and showcasing her collection from Roy Ayers’ Everybody Loves The Sunshine to Louis Armstrong and Ella Fitzgerald. It shows that the vice president has good taste in music and passes the vibe check.  

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The Republican Party, on the other hand, has been on the receiving end of countless memes courtesy of former president Donald Trump and his running mate J.D. Vance. Both candidates are literal walking memes, and whatever soundbites come out of their mouths are fodder for late-night talk shows and Gen Z.

The Republican Party, on the other hand, has been the recipient of countless memes courtesy of former president Donald Trump and his running mate J.D. Vance. Both candidates are literal walking memes, and whatever soundbites come out of their mouths are fodder for late-night talk shows and Gen Z, like the nonsensical Dennis Rodman meme from the 2020 documentary The Last Dance.

Social media can also be a powerful tool to communicate and share ideas. It can also effectively spread key messages across the public on issues as voters head to the polls. For instance, a presidential candidate attends a town hall or university, speaking to voters in a different state and hearing about their issues and how each candidate solves them. Political strategists can consult with their candidate’s policy team to address platform issues and how they can solve the root cause and find solutions to it.    

The final point of how social media fuels elections apart from memes is branding. It’s said that you are your brand. Social media is a platform where you can post anything from events and meetings to personality, especially fashion choices. When President Joe Biden was inaugurated as the 46th President of the United States of America, the star-studded pomp and circumstance showed a glitzy event where everyone looked presentable, especially Senator Bernie Sanders wearing locally made mittens that were the most talked about during Biden’s inauguration.    

In an election like never before, Gen Z and Millennials are tuned into the election as the past few years showed cataclysmic events from reproductive rights being taken away in certain states, climate change, wars, etc. Both leaders present their clear vision of the country and wait to see who will lead the United States of America on November 5 and which direction the country will take.

The world will be watching.