US Democratic presidential nominee, Kamala Harris has made social media part of the forefront of her campaign for the 2024 election, and it’s caught the attention of many young people.
Dr Blair Williams, a lecturer in Politics and International Relations at Monash University, described Kamala Harris as a ‘breath of fresh air’ for youth voters.
When asked what makes Harris so special, Williams said, “Well she's not ancient for one [...] and the youth resonates more with her.”
“[Harris] is inspiring for youth and millennials [...], she has reversed the disillusionment of younger voters.”
Harris has made use of social media platforms including TikTok and X (formerly Twitter) as a way to connect with supporters and appeal to younger generations.
But this is nothing new.
Since her inauguration as the 49th Vice President of the United States, Harris has become the focus of numerous compilations and 'edits', the most notable of which featured her reaction to the 2020 election results.
Now taking a more ‘hands-on’ approach to her social media presence, Harris’s TikTok and X have become spaces not only for her to campaign, but for her to connect with her supporters and express herself, using humour and ‘memes’ to engage the public.
Social media hasn’t always been a means of political communication and engagement. The use of social media platforms in politics only came to prominence after 2007.
“Social media plays an important role, especially for young voters as voting is not compulsory, and social media is a way to mobilise young voters," Williams said.
“Democrats rely on youth votes...and [social media] is a way for the 'top' to engage with younger voters,” she said.
Although it has been described as a ‘double-edged sword’, the growing support Harris has received across platforms has become one of the backbones of her campaign.
Williams noted that younger generations are increasingly driving grassroots movements, largely as a result of the mobilisation power of social media.
Historically, voter turnout among young Americans has been low. Many young voters find it difficult to relate to older candidates which can impact their incentive to vote.
However, since Harris’ campaign for presidency began, Williams said, “There has been more change in online and offline involvement.”
Data from the Center for Information & Research on Civic Learning and Engagement showed that during the 2022 midterms, the participation of young voters improved compared to 2014.
As of now, specific voter turnout figures for 18-24 year olds in the 2024 US election are not yet available, but according to Williams, Harris’s appeal to young voters will play a major role in continuing to raise participation rates.
JD Vance has been running his own campaign as the vice-presidential candidate alongside Republican Donald Trump. The US election will be held in early November.
