‘Kamala Harris’s Strong Social Media Campaign Takes Off’ | US News

Kamala Harris has recently embraced the social media craze of a “brat summer” in her presidential campaign.

A “brat summer” is inspired by pop star Charli XCX‘s latest album called Brat, released on 7 June.

The presumptive Democratic presidential candidate has already inundated her campaign’s social media account with references to it.

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This comes after the British singer-songwriter, also known as Charlotte Emma Aitchison, endorsed Harris for the Democratic presidential candidacy, writing in a post on X: “kamala IS brat.”

Currently, that post has garnered 46.5 million views.

But what exactly does ‘brat’ and a ‘brat summer’ mean?

Brat is the title of Charli XCX’s sixth studio album – the cover features a simple lime green square with lowercase, centered text in an arial font.

The album has received positive reviews and is currently the highest-rated album of 2024, debuting at number two on the UK chart and number three on the US Billboard 200.

Similar graphics have now flooded the Kamala HQ campaign account.

The term “brat” has been described by the artist as representing someone who might have “a pack of cigs, a Bic lighter, and a strappy white top with no bra.”

She elaborated on social media that it signifies the “girl who is a little messy, likes to party, and might say silly things sometimes,” she explained.

Charli XCX describes this persona as someone who “feels authentic, has breakdowns but pushes through, is honest, straightforward, a bit volatile, does silly things – in essence, a brat.”

In essence, it represents a carefree mindset and a party girl aesthetic.

Some critics and journalists in the entertainment industry suggest it’s a rejection of the “clean girl” aesthetic popular on platforms like TikTok, centered on ideals of groomed femininity.

Why has Harris embraced this trend?

Aside from Charli XCX’s endorsement, it’s believed that the likely Democratic presidential nominee and her campaign embraced this trend due to its existing viral status.

Abigail De Kosnik, an associate professor at the Berkeley Center for New Media at the University of California, Berkeley, stated to NBC, Sky News’ US partner network, that Ms. Harris is more connected to pop culture than past Democratic candidates have been.

She described this approach as a refreshing change for voters who often perceive the Democrats as dull or outmoded.

“The brat girl symbolizes an unexpected leader, an unexpected winner,” Ms. de Kosnik suggested.

This can be seen through the numerous supporters who have already created fandom edits of her to songs from the album, such as 360 and Von Dutch.

A fandom edit is a brief clip, often around 30 seconds, that uses a precise mix of dialogue, music, video, and images to express admiration for specific individuals and characters.

One such edit was created by US student Ryan Long, who went viral after sharing a mash-up of Von Dutch with clips of Ms. Harris on 3 July.

“I’ve never seen such enthusiasm for a candidate,” Mr. Long, an avid Harris supporter, shared with NBC.

“People were doubtful about Joe Biden, but there’s a lot of excitement now surrounding Kamala. I hope she can capitalize on it and secure a resounding victory.”

Additionally, Harris has previously received praise from celebrities like Beyonce and Cardi B, with pop star Kesha remixing the politician’s laugh with the intro of her 2011 song Blow.

Ms. Harris’s appeal to certain social media users appears to be effective, as betting data from Betfair Exchange indicates her odds are improving – boosted by Joe Biden’s endorsement.

Nevertheless, she still faces a significant challenge in surpassing Republican nominee Donald Trump.

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What about the viral coconut tree comments?

Another reason for the online surge in support for the Harris campaign is due to comments she made at a White House event in 2023.

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During the event, she remarked, “My mother used to – she would give us a hard time sometimes, and 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?’

“You exist in the context of all in which you live and what came before you.”