kamala is brat - memes & movements
Over the past week, I have received numerous inquiries from political colleagues asking, "Christian, what is 'Brat'?" This question refers to the latest meme influencing the current election. Given its novelty and rapid development, it is essential to understand its impact on the election discourse.
Kamala Harris has recently secured enough Democratic delegates to become the party's nominee against Republican Donald Trump. By Monday night, Harris had garnered well beyond the 1,976 delegates needed to win on the first ballot. This milestone, combined with former President Trump's recent speech to religious conservatives promising they would not need to vote again if he were elected, sets the stage for a unique election cycle.
The meme "Kamala is brat" has taken the Harris campaign and the media cycle by storm, marking the first significant meme of the election. I want to articulate what the "bratification" of the Harris campaign means and its implications for her candidacy.
Since President Joe Biden exited the 2024 presidential race and endorsed his Vice President, the internet has been abuzz with memeifying Harris. The meme "Kamala is brat" originated from a post by singer Charli XCX, who endorsed Harris in a minimalist yet impactful manner. Charli XCX simply posted "kamala IS brat" on X (formerly Twitter), and the post went viral, amassing millions of views.
Charli XCX's album "Brat" is a bold mix of dance and electronic club hits celebrating drugs, cigarettes, messiness, and vulnerability. To be "brat," then, is to embrace one's messiness and vulnerability, embodying authenticity. This concept resonates deeply with Gen Z and millennials, dubbing this season "brat summer."
The internet thrives on novelty and inside jokes, making memes a powerful tool for political communication. There are four roles of memes: political mindbombs, fast-food media, everyday slang, and soothing devices. Charli XCX’s endorsement of Kamala Harris exemplifies a "political mindbomb." When Harris was dubbed "brat," it bestowed upon the experienced, suit-wearing Vice President an aura of youthful vibes. Charli XCX's succinct endorsement created a viral sensation that a more conventional, lengthy endorsement could not achieve.
The cryptic nature of the term "brat" requires an understanding of Charli XCX's album and the emerging brat aesthetic, as seen in Vogue this July. A good meme, like "brat," is defined by its incompleteness, requiring the audience to connect the dots using context, popular culture, and internet slang. This closed-community feel makes memes precious and impactful.
Harris's own X account embraced the meme—her campaign quickly adapted, setting its X banner photo to the slime-green of the album cover. Viral mashups of "brat" and "coconut tree" themes have spread rapidly across social media platforms like Instagram, X, and TikTok. CNN's explanation of the "Brat Summer" trend further fueled the meme's virality.
I believe leaning into the meme is a strategic move. It demonstrates an understanding of the critical role young voters play in the election and a commitment to engaging them where they are. Linking Harris to the "brat" persona, defined by Charli XCX as "a girl who is a little messy and likes to party and maybe says some dumb things sometimes," injects fun and relatability into her public image. This move positions Harris as an alternative to President Biden, who has struggled to connect with younger voters, and contrasts with Donald Trump, who also faces challenges appealing to this demographic.
The "coconut" meme further amplifies Harris's appeal. This all stems from a much-memed speech where the Vice President emphatically recalled a turn of phrase frequently used by her mother: “She would say to us, ‘I don’t know what’s wrong with you young people. You think you just fell out of a coconut tree?’” Harris recollected in 2023 at a White House ceremony. “You exist in the context of all in which you live and what came before you.” At the time, the phrase was shared by critics, who slammed Harris as “drunk” or “crazy.” However, it has since become a symbol of her campaign, with the @KamalaHQ account embracing the "adding context" tagline. Online users and politicians have latched onto the clip, creating coconut-themed posts in support of her candidacy.
These viral moments have significantly boosted Harris's online fandom, the "KHive." This enthusiasm distinguishes her from Biden and positions her as a candidate who can connect with Gen Z. The generational shift represented by the "brat" and "coconut" memes works in Harris's favor, signaling a move towards a more relatable and engaging political figure.
Many Gen Z voters, a group that includes those ages 18 to 27, will be casting their first ballots in this year's election. Gen Zers are an activist generation, turning out to vote at higher rates than millennials did when they were the same age. They are also more inclined to take direct action and advocate for their beliefs. Some key issues for this generation include gun violence, climate change, mental health, student debt, and the cost of health care and housing.
In terms of party preference, Gen Z highly favors Democrats. In the last midterm elections, Gen Z’s that could vote supported Democrats over the GOP by 27 points. In more recent polling, under-30s were also planning on supporting Biden over Trump. This pattern looks like it will continue as more Gen Zers turn 18 and become eligible to vote. Since 2020, around 16 million members of Gen Z have turned 18, while 10 million older Americans (over 65) have died, potentially shifting the voting demographic slightly to the left and presenting challenges to the Republican party.
Polling on a hypothetical Trump-Harris contest has yielded mixed results. A Quinnipiac University poll found Trump leading Harris by 19 points among voters ages 18 to 34. However, a Civiqs tracking poll found voters ages 18 to 34 preferred Harris over Trump by 20 points. A Marist/NPR/PBS News poll showed Harris leading Trump by 5 points among Gen Z and millennial voters.
For Harris, the challenge lies in sustaining this viral momentum through to the November election. While memes provide a refreshing change from traditional campaigns, they must be backed by substantial policy proposals to ensure lasting impact. For instance, advocating for federal protection of abortion rights could solidify Harris's "brat" persona with tangible action.
As Harris continues to leverage these viral trends, it remains to be seen whether they will translate into electoral success. However, Harris's ability to present herself as a candidate for America's younger demographics poses a significant challenge to Trump's campaign.
The "bratification" of the Harris campaign highlights the evolving landscape of political communication. By embracing memes, Harris has tapped into the cultural zeitgeist, positioning herself as a relatable and engaging candidate for the 2024 presidential election.