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Kamala Harris’s unexpected cultural transformation

Credit: Thred
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Delhi, India
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In an out-of-the-blue turn of events, Vice President Kamala Harris finds herself at the heart of ‘bratcore.’ Catapulted into this phenomenon by a blend of pop culture, political memes, and a concerted rebranding effort, it’s sparked criticism from sceptics and a cult-like devotion among her supporters.

In the ever-evolving landscape of American politics, where the lines between governance and entertainment have been increasingly blurred, Vice President Kamala Harris has been unexpectedly thrust into the heart of a cultural phenomenon.

The catalyst? Pop icon Charli XCX declaring in a tweet that ‘kamala IS brat.’

This passing statement has set off a chain reaction, transforming Harris’s public image and campaign strategy in ways that few could have predicted.

The term ‘brat,’ once associated with rebellious youth culture, has been co-opted by her team in a bold rebranding effort.

It comes at a time when Harris, known for having a background in law enforcement, is facing criticism for this, and the irony that a former ‘cop’ is embracing the ‘brat’ aesthetic has not gone unnoticed, prompting a flurry of memes and online discourse.

The Harris campaign’s social media strategy shows just how swiftly this new persona has been adopted.

The official Kamala Harris X page now sports a banner image reading ‘kamala hq’ in lowercase, against a lime green backdrop.

These colour and style choices are synonymous with ‘bratcore,’ representing a dramatic departure from the traditional, formal imagery that’s typically associated with high-level political campaigns.

 

The impact of political memes on voter engagement

As the 2024 presidential race heats up, the Harris campaign’s championing of meme culture signals a notable shift in political communication strategies.

The ‘K-Hive,’ Harris’s devoted online fanbase has welcomed this change, posting that they’ve been ‘coconut-pilled’ – a reference to remarks the vice president made at an event in the White House in May 2023.

This cultural pivot has unleashed a torrent of user-generated content.

Fancams and compilations featuring Harris’s speeches set to bass-heavy tracks from the brat album have flooded social media platforms.

Her catchphrases, including ‘unburdened by what has been’ and the quip ‘you think you just fell out of a coconut tree?’ have become rallying cries for supporters and fodder for creative remixes. And the phenomenon is so potent that those backing Harris can also now be seen sporting lime green ‘bratcore’ t-shirts.

Clearly, the Kamala-brat-crossover is popular. But is it effective?

While it’s undoubtedly increased Harris’s visibility among younger voters, critics warn that it could be trivialising serious political issues.

The challenge for her campaign will, as a result, be balancing this playful approach with substantive policy discussions in the run-up to the elections.

 

Genuine support or fad?

What began as satire has morphed into genuine support for Harris’s presidential ambitions, pointing to the complexity of online discourse and its ability to shape real-world views. Political analysts are grappling with the implications of this.

On one hand, it’s proof of the power of reclaiming and redefining narratives in the digital age, given Harris’s team succeeded in neutralising attacks on her background in law enforcement by embracing a trend that stands in stark contrast to it.

On the other, it raises questions about the depth of political engagement in the digital age.

Are voters being drawn in by substantive policy proposals, or are they simply caught up in the meme of the moment?

Regarding ‘bratcore,’ the answer is somewhere in the middle, as it’s both served as a gateway to deeper political involvement for some and remained surface-level for others.

As we approach the election, we’ll soon find out if this helped Harris connect with young voters and broaden her appeal or if was perceived as a superficial attempt to gloss over serious political issues.

Regardless, the phenomenon offers a fascinating insight into how political communication and voter engagement has evolved alongside social media.

Observing how this influences the broader landscape of American politics (beyond Harris’s campaign) will be necessary for as long as memes play a role in people’s understanding of democratic processes.

Contributing Writer Delhi, India

Sahil (they/them) is a remote writer for Thred and an economics undergraduate in India. Their diverse cultural background informs their writing and research on gender minorities, climate disparity, and intersectional social issues. When not delving into complex societal challenges, Sahil grapples with their ever-expanding library of unread books – a collection that grows faster than their ability to tackle it.

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