From Coconuts to ‘Brat’: Decoding Kamala Harris’s Meme-Driven Campaign Strategy
By Jake Beardslee ·
July 25, 2024
The announcement of Kamala Harris as the prospective Democratic presidential candidate on July 21 sparked a flurry of unexpected social media trends. Coconut and palm tree emojis, neon lime green backgrounds with black text, and references to the term "brat" flooded various platforms, leaving many to wonder about the connection between these pop culture elements and the U.S. election campaign. Jovanny Hernandez / Milwaukee Journal Sentinel / USA TODAY NETWORK
This summer's social media landscape has been dominated by neon lime green and the concept of being a "brat," inspired by British pop singer Charli XCX's new album. The album's cover art, featuring black Arial font on a bright lime green background, has become a popular meme template. Charli XCX defines a "brat" as "that girl who is a little messy and likes to party … Who feels herself but maybe also has a breakdown … is very honest, very blunt, a little bit volatile." store.charlixcx.com
The association between Harris and the "brat" trend gained significant traction after Charli XCX's endorsement, stating "kamala IS brat." The Harris campaign seems to have embraced this trend, incorporating the album cover style into their "kamalahq" X account header. @charli_xcx / X
While Harris's public persona may not align perfectly with the "brat" characteristics, the trend could prove beneficial for her campaign. It taps into younger voters' desire to imagine politicians' private lives and evaluate candidates based on relatability. For Gen Z and younger millennials, the appeal lies in the potential to have fun with a candidate. JASON BEAN/RGJ / USA TODAY NETWORK
The coconut and palm tree emojis stem from a viral clip of Harris quoting her mother at a White House speech: "You think you just fell out of a coconut tree? You exist in the context of all in which you live and what came before you." While the campaign has subtly acknowledged this meme in their account bio, they have refrained from directly referencing coconut trees. This strategy may be intentional, allowing the organic growth of the meme as a symbol of support among voters. Michelle Pemberton/IndyStar / USA TODAY NETWORK
The renewed interest in actress Maya Rudolph, known for her portrayal of Harris on Saturday Night Live (SNL), demonstrates the significant role of political comedy in election campaigns. Research indicates that young people are more likely to learn about candidates from shows like SNL than from traditional news sources. Harris has previously collaborated with Rudolph for a fundraising event, suggesting she recognizes the potential impact of such appearances. Caitie McMekin/News Sentinel
The "meme-ification" of Harris's campaign has created a unique visual representation of community support. It has also prompted news media to focus on explaining these cultural phenomena rather than immediately delving into her personal life, as is often the case with female candidates. @nordstromfortn / X
As the campaign progresses, it remains to be seen how Harris will navigate these social media trends. Whether she chooses to explicitly embrace them or allow them to evolve organically, the meme-driven narrative has already succeeded in framing her as relatable and down-to-earth – qualities that could prove valuable as she seeks to win over voters in the upcoming election. Becca Mahon/Battle Creek Enquirer / USA TODAY NETWORK
