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There have been major shifts in the US political landscape in recent weeks, seeing the stepping down of Joe Biden and the nomination of Kamala Harris as the Democrat electoral candidate. Interestingly, alongside this personnel change, we can see some notable shifts in the Democrat campaign strategy, raising the question:
Why, exactly, have these changes have been brought about?
Since Harris’ nomination as an official Presidential candidate, it has been clear that her campaign differs wildly from that of her predecessor. Drawing in big names in modern popular culture, such as Charli XCX and Lil Jon, as well as adopting a ‘Gen Z-aligned’ angle for her marketing, Harris has certainly not hesitated in making an impression on the public and the world of social media.
Demonstrating a media savvy that Biden could never have hoped for, and targeting platforms like Instagram and TikTok to raise awareness of her policies, Harris knows what it takes to be at the forefront of public attention.
Harris’ social presence has been impressively far-reaching. With Charli XCX setting the tone of her whole campaign through the now infamous tweet claiming: “kamala IS brat”, she is somehow now a popular culture figure and politician simultaneously. Fronting her fair share of TikTok trends and being known rather informally as simply “Kamala” online, her public persona is certainly a big jump from that of Joe Biden.
However, taking on such a social-media-focused, ‘Gen Z’ approach could act as a polarising force for potential voters. Whilst, for the first-time voters and liberally-minded youth of America, it can make her seem approachable, modern, and culturally aware, this cannot be said to apply to all demographics.
For instance, for those voters who may hold more traditionalist values - and may be on the fence regarding the election - such a focus on the ‘meme’, popular culture world could in fact as a deterrent, as it detracts from the ‘serious’ tone of Harris’ political presence.
"She is more than capable and mentally present enough to run the country."
By stepping into a role as the presidential candidate of the ‘social media generation’, Harris could risk distancing herself from many other potential voters.
There are, of course, several reasons why Harris could have chosen this strategy. According to a poll conducted by ABC News and Ipsos, 86 per cent of Americans considered Biden too old to serve a second term, with 59 per cent extending this attitude to the leader of the opposition, Donald Trump.
Considering this widespread attitude, it is unsurprising that Harris, when taking over the Democrat candidacy, would want to emphasise her more modern, youthful side, highlighting that she is more than capable and mentally present enough to run the country.
However, it is important to remember that the differences between Harris and her political peers extend beyond more than just age. With this nomination, Harris becomes only the second woman to ever run for President of the United States (following Hillary Clinton in 2016).
Whilst Harris’ campaign is youthful, fun, and a breath of fresh air in the US political landscape, it treads a very fine line between fun and the potential undermining of the seriousness of her political motivations.
One has to question, then, why Harris and her fellow democrats have chosen this strategy when women are already undermined and under-represented in American politics.
"The possibility of a woman and person of colour becoming the President."
It is naturally an exciting move for feminism, and women in general, to witness the possibility of a woman and person of colour becoming the President. Despite this, however, I believe that Harris’ campaign also highlights how far we still have to go.
Instead of consistently being presented as a serious, threatening political opposition to the oppressive ideologies of the Republicans, some of Harris’ social efforts can come across as too light or jovial.
Her policies do not match this lighthearted tone, with promises to reinstate the right to an abortion, calls for a ceasefire in Gaza and many more serious, life-changing issues.
It is interesting when presenting a figure that could potentially change the global political landscape forever, that the focus has been placed on her ‘brat summer’ rather than her political aspirations.
Why, when she is a candidate on an equal footing to her male counterparts, is Harris being presented so differently as a politician? Is this a tactical move, highlighting the appealing contrast between her and her opposition, or does it demonstrate wider ideological differences in the ways in which women are perceived in politics?
