As I scroll through TikTok, a username catches my eye: “Kamala HQ”. A video begins, featuring Vice President Kamala Harris, set to the catchy pop song “360” by Charli XCX. The video, stylized with sparkly filters, resembles edits typically reserved for pop stars, not politicians.
Seeing this, I was more than confused. I had never seen a politician, let alone the Vice President of the United States, in this type of video.
Upon further research, I found out that both Vice President Kamala Harris and former President Donald Trump have active TikTok accounts.
The motive behind these accounts is clear: to attract younger voters. As a part of this strategy, both candidates have been incorporating some of pop culture’s biggest names in their campaigns. However, much of this effort comes across in an unserious and comical tone.
If these candidates keep this type of content up, how seriously will they be taken in office? Will this approach harm their credibility in the eyes of international leaders or the public at large? Once the 2024 election is over, will citizens see a president in office, or will they just see another TikTok trend?
Both candidates recently created personal TikTok accounts just this year, with Trump making his debut on June 1 and Harris on July 25. Harris has since gained significant traction on the platform, with many people posting videos of her with music from Charli XCX’s pop album ‘Brat’. Her team has embraced his attention and incorporated it into their campaign.
“Charli XCX referenced her latest album “Brat”, known for its signature green cover, by posting: ‘Kamala IS brat.’ On X, formerly Twitter, the official Harris campaign account updated its header to match the color and typography of the album”, according to The New York Times.
While Charli has redefined “Brat” as a symbol of coolness and confidence, a representation of a young, party-girl lifestyle, it can also be seen as sassy and inappropriate, which might not be the ideal professional image for a Vice President. It could also be negatively misinterpreted by older voters who are unfamiliar with the redefinition of “Brat”.
“Ever since Ms. Harris entered the race, her campaign has overwhelmed the Trump operation with an avalanche of digital advertising, outspending him by tens of millions of dollars,” according to The New York Times.
Harris’s social media presence isn’t the only one raising questions. Trump, too, has immersed himself in pop culture, most notably by going on Logan Paul’s podcast, “Impaulsive”. Along with being a famous YouTuber and wrestler, Paul tends to be a controversial figure who has had some offensive and inappropriate content on his YouTube channel.
During the roughly 45-minute interview, Trump urged Paul’s young followers to vote for him, according to NBC News. After appearing on the podcast, Trump posted a TikTok with him to promote the episode. This might have drawn attention to Trump on social media, but appearing alongside a figure with little intellectual or political credibility seems a facetious way to discuss politics.
Engaging with younger voters through social media and pop culture is still a relatively new concept that has only recently been applied to candidates’ campaigns. It can be a powerful tool to attract and connect with younger voters. However, it must be used in a professional manner to ensure that the candidates are upholding a respectable reputation.
