How Kamala Harris is re-energizing young voters

Kamala Harris has reinvigorated the Democratic ticket and inspired the voters it needs most: women, African-Americans and young people. But not everything is going as planned.

Following Joe Biden’s withdrawal from the presidential race, Kamala Harris is set to become the first woman of color to run as a presidential candidate for a major political party in the United States.

As the youngest presidential candidate since Barack Obama, Harris, 59, is relatively younger than Biden, 81, and Donald Trump, 78.

Her age arguably makes her more appealing and relatable to younger Americans. Polls have already found that 82% of voters under 30 — more than any other age group — think Biden is too old to be an effective president.

Since Israel’s invasion of Gaza, Biden has increasingly lost the vote of young people, many of whom are disillusioned with his stance on the crisis. (Research has shown a stark generational divide in views of Israel and Palestine, with Americans under 30 much more likely to sympathize with the Palestinians.)

Leaders of the most prominent black sororities and fraternities in the United States, known as the “Divine Nine,” have already begun planning a massive campaign to support Harris. These organizations represent more than two million young black people, and their support could represent a significant political advantage.

Although it’s still early, it’s clear that Harris has already reinvigorated the Democratic ticket and re-energized the voters they need most: women, African-Americans and, especially, young people.

It’s important for Harris to appeal to this demographic and make sure they actually turn out to vote in November. Most young voters — especially women and people of color — vote Democratic, but only half of Americans ages 18 to 29 actually voted in 2020.

“Brat” Memes and Coconut Emojis

Just hours after Biden’s announcement, Harris received resounding support from the often-cynical Gen Z and younger millennials.

When British pop star of the summer Charli XCX tweeted “Kamala IS Brat” on Sunday, the tweet instantly went viral. (To clarify, Brat is Charli XCX’s latest album to top the charts, released last month. Many fans have since adopted the “brat” identity, which is about “embracing your messiness and vulnerability—by being your authentic, authentic self.”)

It’s a trend that’s currently dominating queer and Gen Z pop culture, as a “kiddie summer” is declared in the northern hemisphere and those in the southern hemisphere enjoy a “kiddie winter.”

Even before Harris became the presumptive Democratic presidential nominee, this Kamala x Brat crossover had been building for weeks online, through memes and TikToks created by fan communities.

Memes can make politics more entertaining and accessible to young voters and profoundly influence public perceptions of political leaders, especially during election campaigns.

The fact that Harris is considered a “kid” is indicative of her appeal to young people. Reading the room, the Harris campaign has embraced this trend, changing its official Twitter background to “kid green” to mimic Charli XCX’s album cover

Coconut emojis and memes also flooded social media platforms to show support.

The trend was inspired by a remark Harris made at a White House event last May.

“My mother would sometimes give us a hard time and say, ‘I don’t know what’s wrong with you young people. Do you think you fell out of a coconut tree?’ and laugh. Then, in a serious tone, ‘you exist in the context of everything you live in and what came before you,’” she said.

After going viral at the time (while being mocked by conservatives), the quote has resurfaced with increased popularity in recent days. It resonates with younger voters who admire Harris’ authenticity. Coconuts have since become a rallying cry for supporters, further demonstrating her appeal to young people.

Harris Must Confront Misogynoir

But politics can be a hostile game, especially for those who don’t fit into the white male status quo.

Women politicians – especially female leaders – have historically faced sexism and misogyny from their peers, the public and the media.

Mainstream media play a critical role in shaping cultural and social attitudes toward gender norms, roles and stereotypes. They have the power to influence public opinion.

This is exactly what the Australian media did in profiling the first female Prime Minister, Julia Gillard, who faced an unprecedented amount and ferocity of criticism during her time in office.

Hillary Clinton, who came closest to breaking America’s highest glass ceiling, also faced an onslaught of sexism and misogyny from the media, as well as the public and especially Trump.

Researchers analyzing the 2016 presidential election found that television coverage favored Trump and demonized Clinton. Newspaper and online articles were often sexist and targeted her integrity.

And gender stereotypes are spreading on social media (including memes emphasizing feminine physical traits to portray Clinton as weak, sick or unattractive, and conversely memes highlighting “anti-feminine traits” such as dishonesty or untrustworthiness).

Research has shown that conservative media outlets with more mainstream and right-leaning audiences were more likely to be sexist in their coverage of Clinton, while sexism was a “significant predictor” of voter choice in the 2016 election, particularly for white voters.

So what will Harris likely have to endure from the more mainstream media and the opposition during what is shaping up to be a divisive and vicious election campaign?

If her treatment as a vice presidential candidate in the 2020 election is any indication, Harris will likely be subjected to unprecedented levels of misogyny and racism.

A study examining sexist abuse against political candidates during the 2020 election found that the majority of it was directed at Harris.

This included sexualized narratives (that she “slept her way to the top”), transphobic narratives (that she is secretly male), racist narratives (questioning her citizenship and claiming she is not “black enough” or “Indian enough”).

This is called “semiotic violence,” where words are used as a weapon to attack female politicians in order to silence them and ultimately disenfranchise them.

As a Black and Indian woman, Harris faces what is known as “misogynoir” – a specific type of racist misogyny targeting Black women, often stereotyped as “angry” and hypersexualized.

Media coverage of Harris’s 2020 vice presidential nomination unduly focused on her gender and race, with a quarter of news articles including a racist or sexist stereotype (largely due to citations of Trump’s ad hominem attacks).

The “angry black woman” stereotype was most prevalent in this coverage, with Harris portrayed as “mean,” “bad,” and “crazy.”

Republican attacks intensify

Since Harris became the potential nominee, Republicans have stepped up their attacks.

Several Republican members of Congress have called her a “DEI (Diversity, Equity, and Inclusion) pick” — a coded insult implying that she lacks merit and qualifications.

Adding fuel to the fire, a 2021 video has resurfaced in which Republican vice presidential nominee JD Vance questions Harris’ leadership skills because she does not have biological children, calling Democrats “a bunch of childless ladies who are unhappy in their lives.”

While Harris is popular among young progressive voters on social media, the Global Project Against Hate and Extremism found that hateful and violent speech targeting her on conservative platforms increased dramatically in the 48 hours after Biden endorsed her as his candidate.

These comments increased by 33% on Trump’s Truth Social, 292% on Gab, 50% on Telegram and 525% on 4chan.

Republican House Speaker Mike Johnson called on the Republican Party to refrain from sexist and racist attacks on Harris and instead criticize her political record.

Yet the party’s presidential nominee continues to attack Harris, calling her “stupid” and “crazy,” perpetuating a misogynistic stereotype that black women are irrational and less intelligent and suggesting she is unfit to lead.

The 2024 US presidential election will likely be a tale of two Americas: one defined by hate and the past, while the other looks toward a more inclusive future.

While he is well-received by youth culture, Harris will need nerves of steel to get through the upcoming campaign in one piece.

Unfortunately, this is what women – especially those with multiple marginalized identities – are forced to face in order to dare to enter the (masculinized) political sphere.

Blair Williams is a lecturer in Australian politics at Monash University. Her research focuses on media coverage of women in politics.

Originally published under Creative Commons by 360info