Teen Girls Drive Kamala Harris MEME-mentum
Kamala Harris has meme momentum… but is two seconds away from losing the vibe: the decisive factor in the meme-candidate war.
In the rapidly evolving landscape of American politics, President Kamala Harris has managed to capture the attention and support of a demographic that was too young to vote in the last election: TikTok-savvy teenage girls. This group, often overlooked by traditional political campaigns, represents a significant and increasingly influential segment of the electorate. Unlike former President Donald Trump, whose focus on the edgy corners of the internet and a predominantly male audience resonated with a different crowd, Harris has found herself at the center of a cultural zeitgeist that aligns with the values and interests of mainstream youth culture. Rather than actively courting this attention, Harris benefits from the rise of memes and viral moments that celebrate her in ways that resonate with young voters. This phenomenon illustrates a shift in political engagement, where the best strategy is often to allow the cultural wave to naturally build momentum, thereby connecting with a new generation in a meaningful and impactful way without direct participation.
Harris' rebirth in the world of meme culture has gained significant attention, especially with her "coconut tree monologue," which originally started as an attack from Republicans but ironically created a new form of support and interest around her, particularly among younger voters active on social media. The ability to maintain or lose this "vibe" is a critical factor in today's political landscape, where memes and online content can significantly influence who wins.
Coconut-pilled
July has been called Kamala Harris’ renaissance, driven by memes of all kinds. One meme in particular: a soundtrack to a speech Kamala Harris gave at the White House in May 2023 for an initiative to promote educational equity, excellence, and economic opportunities for Hispanics. It began as an attack on Harris from the GOP War Room, where a video of Harris' now-famous coconut tree monologue became the target of ridicule, with comments about how embarrassing, dumb, high, or drunk she sounded.
After Joe Biden announced he would not run for president again and endorsed Harris as the favored Democratic candidate, the vibe shifted significantly. People are tired of doomsday rhetoric that has dominated recent election cycles and are yearning for something more hopeful and positive. MAGA (Make America Great Again) memes have been a prominent part of the political discourse in the USA, especially since Donald Trump's 2016 presidential campaign. These memes often support Trump and his policies, ranging from humorous and satirical to more serious and ideological. "Dark MAGA" refers to a subgroup of these memes that present Trump and his movement in a more dystopian and authoritarian style. These memes often have a darker, more aggressive tone and attempt to portray Trump as a strong, invincible leader. The "Dark Brandon" meme was originally created as part of the Dark MAGA arsenal, but Biden's supporters tried to embrace and turn it to their advantage. Dark Brandon is often portrayed as a powerful, ominous version of Biden who, contrary to his public image, is clever, strategic, and relentless in his policies. However, Biden's attempts to create cultural resonance with "Dark Brandon" have not succeeded.
Charlie Warzel from The Atlantic describes the Dark MAGA mood and appeal to the defiant march to the polls as negative motivation in the podcast Today, Explained: "It makes sense because this election has a lot at stake, but at the same time, people need something to hold onto that isn't just based on fear. And that's why the energy behind these Harris memes is so real."
Awkward is Gold on the Internet
A year ago, it was popular to make fun of Harris, and Trump supporters had the upper hand. Kamala Harris' awkwardness was exploited for mockery, especially by her political opponents. But Harris' awkwardness is now embraced and celebrated as part of a trend on platforms like TikTok and X (formerly known as Twitter). The hashtag #coconutpilled is a clear example of how Harris' coconut tree monologue has been remixed and shared, creating an energetic and positive wave around her persona.
Teen Girls Drive Harris Momentum
"We need to give the cred to teen girls," says Kamala Harris' former influencer and deputy adviser, Deja Fox to Audie Cornish on the podcast The Assignment. It is teenagers on TikTok who currently have a significant influence on "the narrative landscape," and the narrative - the story or stories people tap into - has long focused on gender, as Deja Fox describes: "because she's a woman, she must have cheated - she's not qualified because she's a woman." This narrative is now being challenged by a younger generation who have grown up with and on the internet and view equality through a post-MeToo lens - and, crucially, in light of the upcoming election: are old enough to vote.
Last year it was Girl-summer on TikTok; this year, it's "brat summer." And after Biden's announcement on the 21st, pop star Charli XCX, who has put "brat" on the meme map with her latest album, posted: "kamala is brat."
Fans had already made the connection Kamala Harris as "brat coded" and shortly after the pop star's greeting to Harris, Harris' campaign team responded with a new banner on Kamala HQ's X-profile in lime green brat-aesthetics.
Kamala has the upper hand right now, but only as long as the vibe is with her and as long as she or her boomer supporters don't ruin it. It's a fine balance, and Harris is always 2 seconds away from spoiling her meme momentum. A meme is like slang, like counterculture, and for the initiated, so when a meme goes mainstream, the energy is diluted. The lifespan is short, and the worst thing she can do - according to Harris' former adviser Deja Foix - is lean into it. But one thing is Harris; another is the many boomers (including myself) who also ruin the vibe - as the Instagram profile mette_memes literally says.
Harris' ability to balance between being accessible as meme material and not directly participating in the counterculture and youth culture that currently drives attention will be crucial to maintaining her momentum. Only time will tell if she can sustain this new wave of support and make it a lasting part of her political identity.