Rea Arolli

Instructor: Yolande E Brener and Frederic Colier

Class: Composition of Individual & Society FIQWS 10108 and Individual and Society FIQWS

10008

Date: 12/ 13/ 2024

Topic: The impact of Social Media Platforms on the persuasion techniques during political

campaigns

Title: How did Kamala Harris manage to pursue such a huge part of the younger demographic

through her up-to-date videos and posts on TikTok and other social media?

Thesis: The rapid integration of technology into political campaigning has transformed the way

politicians engage with voters, particularly younger generations, manipulating public opinion

through curated digital content and social media platforms. This new form of political influence,

where narratives are shaped and ideologies are reinforced, poses significant challenges to

democracy by exploiting the vulnerability of an online society increasingly detached from truth

and critical thinking.

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 Table of Contents

1. List of Figures …………………………………………………………………………… 3

2. Abstract ………………………………………………………………………………….. 4

3. Introduction ……………………………………………………………………………… 5

4. The Power of Technology and Social Media in Shaping Public Opinion ……………. 5- 6

5. Political Campaigns and Social Media: A New Era of Political Manipulation ………… 7

6. Kamala Harris' Use of TikTok to Target Younger Voters …………………………… 8- 9

7. The Dangers of Digital Manipulation and the Blurring of Reality ………………….. 9- 10

8. Conclusion ……………………………………………………………………………... 11

9. Citations ……………………………………………………………………….…… 12- 13

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 List of Figures

Figure 1.

Show of how the most votes given to Kamala Harris were those of the younger demographic.

Figure 2.

How Kamala Harris used “brat.” as part of her campaign.

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 Abstract

Technology, while offering countless benefits, has also become a potent tool for distraction and

manipulation. Social media platforms, designed to engage and entertain, often prioritize

superficial content over the important issues we’re facing daily. This constant bombardment of

unrealistic beauty standards, celebrity drama, and viral trends can cloud our judgment and divert

our attention from critical matters. As we become increasingly addicted to the endless scroll, we

risk shaping our opinions and beliefs based on carefully curated content, often without realizing

the underlying agenda.

This phenomenon is particularly concerning in the realm of politics. Candidates, aware of the

power of social media, employ sophisticated strategies to manipulate public opinion. By

indulging in popular trends, memes, and influencer endorsements, they can effectively target

younger demographics and sway their votes. These tactics often prioritize style over substance,

obscuring the true intentions and qualifications of the candidates.

It is imperative to approach social media with a critical eye. We must question the motives

behind the content we consume and be mindful of the potential biases and misinformation that

may be present. By recognizing the manipulative tactics employed by politicians and influencers,

we can make informed decisions and protect ourselves from being swayed by superficial appeals.

I. Introduction

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 In recent years, social media platforms have fundamentally reshaped political campaigns,

enabling candidates to connect with voters in ways that were once unimaginable. Among these

platforms, TikTok has emerged as a dominant force, particularly for engaging younger

audiences. This shift toward digital campaigning has allowed candidates to bypass traditional

media channels and directly engage with voters through viral trends, memes, and short-form

videos. As these platforms gain influence, the role of viral content in shaping political discourse

is growing. One prominent example is Vice President Kamala Harris’s strategic use of TikTok

during the 2024 election. By embracing humor, pop culture references, and relatable language,

Harris successfully built a persona that resonated with young voters, many of whom were

disengaged from traditional political campaigns. This paper explores how TikTok has become a

powerful tool in modern political campaigns, with a focus on Harris's ability to sway younger

voters through digital trends and viral content. Ultimately, it asks whether social media

engagement, particularly via memes and trends, can meaningfully affect voter behavior and

election outcomes.

II. The Power of Technology and Social Media in Shaping Public Opinion

Social media platforms like Instagram, TikTok, and Twitter have redefined how people,

especially the ones who were born and raised in this era of technology, access and engage with

information. These platforms, which prioritize quick, easily digestible content, have become the

primary sources for political news and discourse, particularly for younger demographics. While

social media offers opportunities for increased political engagement, it also poses significant

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challenges. The emphasis on viral content, sensationalism, and soundbites often oversimplifies

complex issues, drawing attention away from the deeper, more nuanced discussions required for

informed political decision-making. Instead of engaging with policy details or candidate

platforms, users are increasingly distracted by viral trends, memes, and surface-level content.

The role of such posts in shaping

public opinion cannot be

overstated. Influencers, political

campaigns, and activists leverage

these forms of content to mold

perceptions and amplify specific

messages. Memes, in particular,

distill complex political issues

into simplified, humorous content,

making them highly shareable and engaging. As a result, these memes and viral trends can shape

attitudes and beliefs quickly, sometimes with little regard for accuracy or depth. The addictive

nature of these platforms only intensifies this effect. Algorithms prioritize content that keeps

users engaged, reinforcing existing beliefs and encouraging users to consume more emotionally

charged, often misleading, content. This creates an environment where political opinions are

often shaped by emotional appeal rather than critical analysis, making it difficult for voters to

engage in rational deliberation.

III. Political Campaigns and Social Media: A New Era of Political Manipulation

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The digital age has ushered in a new era of political campaigning, where social media is not just

a communication tool but a central mechanism for shaping political identity and gaining

influence. Platforms like TikTok, Instagram, and Twitter offer candidates the ability to engage

directly with the electorate, bypassing traditional media filters and crafting personalized, often

informal, public personas. Kamala Harris’ use of TikTok during the 2024 election illustrates this

shift. By indulging herself in the platform's viral potential, Harris connected with younger,

technologically proficient voters who might otherwise be skeptical of conventional political

rhetoric. Her use of humor, relatability, and popular trends helped humanize her campaign,

fostering a sense of connection with a demographic increasingly disillusioned with traditional

politics.

However, this digital engagement also introduces new risks. As candidates and political

organizations gain unprecedented control over how they present themselves to the public, they

can shape narratives and manipulate public perception. Through carefully crafted content, they

can present a curated version of themselves that emphasizes certain qualities—like relatability or

authenticity—while obscuring others that may be less favorable. This control over digital content

creates an environment where voters may be more likely to make decisions based on superficial

portrayals or emotionally charged narratives, rather than a thorough understanding of a

candidate's policy positions or record. The manipulation of online content raises ethical concerns,

especially as political campaigns increasingly rely on memes, viral trends, and targeted

messaging to sway public opinion.

IV. Kamala Harris’ Use of TikTok to Target Younger Voters

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Kamala Harris's TikTok campaign has been a textbook case of how digital platforms can be used

to reach disengaged and younger voters. By embracing the casual tone and fast-paced content

cycle of TikTok, Harris succeeded in crafting a relatable and engaging persona on the platform.

Humor, pop culture references, and internet memes were central to connecting her campaign to

the atmosphere of the time and age, making her messages more accessible and shareable. This

was especially effective for younger voters, who are used to consuming politics in interactive

and visually-driven formats.

A prime example of this strategy was Harris’s

collaboration with pop star Charli XCX. Charli,

who is a TikTok favorite with millions of

followers, posted a tweet in which she

humorously embraced the campaign's message,

using her signature “brat.” album as well as

sayings revolved around it, to express support

for Harris. The tweet quickly went viral,

drawing attention from both Charli's fanbase

and a broader audience of young voters as she

said “Kamala IS brat”. This moment

exemplified how Harris’s campaign used the viral nature of TikTok to make politics fun,

engaging, and culturally relevant. The video showcased Harris’s ability to bridge the gap

between traditional politics and pop culture, making her campaign feel fresh and relatable.

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Memes and viral content were key to Harris’s engagement strategy, as they allowed her to

simplify complex issues, making them more digestible and shareable. Harris's campaign

embraced this by posting memes that illustrated her political stances in humorous, light-hearted

ways, often drawing on popular sound bites or viral trends. This not only made her messages

more accessible but also helped humanize her persona, distinguishing her from the often rigid

and formal image of traditional politicians.

By tapping into viral content, Harris's team effectively created moments that resonated with her

target audience. Whether through humor or shared values, these memes served to strengthen her

connection with young voters, creating an emotional resonance that helped solidify her presence

in their minds. In doing so, Harris's campaign showcased a modern approach to politics, using

humor, cultural references, and viral content to communicate key policy messages in an

engaging and seemingly organic way.

V. The Dangers of Digital Manipulation and the Blurring of Reality

While social media can act as an enabling tool in political engagement, it equally carries many

risks, especially those of manipulation. The "warzone" of digital content, where political

campaigns, influencers, and media creators fight for the attention of prospective constituents,

blurs the line between real political discourse and strategic manipulation. With modern-day

politicians, they could put in place a very curated, crafted digital persona, something in other

words that is extremely polished, selective representation of one's self whereby the voters can be

appeased on an emotional note. This manipulation may well exceed that of candidates

themselves to act within the role of influencers and activists to media creators who take these

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same platforms to advance the politics, which is not at all times totally true. The addictive nature

of social media further increases the problem.

Algorithms devised for more engagement keep users in an unending cycle of content

consumption, usually reinforcing their existing beliefs. It builds an echo chamber; hence, people

get to see only the content that reflects their point of view, which decreases their ability for

critical analysis of political information. In election terms, this might result in decisions based on

the emotional impact of some viral content rather than on informed, rational deliberation. The

ability to digitally manipulate democratic decision-making processes is huge, and the way in

which misinformation can take hold quickly and uncontrollably on social platforms. The

boundary between what is real and what is curated has also become increasingly impossible to

distinguish. Candidates can convey images of youthfulness, authenticity, or expertise via

carefully managed content, often without delving into complex or divisive issues that might

challenge their electability.

This selective presentation of a candidate's personality creates a false feeling of familiarity and

trust that can distort the public's understanding of their political platform. To the younger

electorate, who more than likely would take their information from social media, this curated

content replaces nuanced understandings of a candidate's policies and actions with simplified,

often misleading narratives.

VI. Conclusion

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In conclusion, social media—particularly platforms like TikTok—has fundamentally altered

political campaigning, offering politicians new opportunities to directly engage with voters.

Through viral trends, memes, and short-form videos, candidates can build personal brands and

shape public perception in ways that bypass traditional media filters. Kamala Harris’s TikTok

strategy is a prime example of how digital platforms can be used to engage younger voters,

making her campaign more accessible, relatable, and appealing to a demographic that may be

skeptical of conventional politics. However, while social media provides avenues for increased

voter engagement, it also introduces significant risks of manipulation. The ability to curate

content and control digital personas can distort public perception, often reducing complex issues

to simplistic, emotionally-driven narratives.

As the influence of digital platforms continues to grow, the need for media literacy and critical

thinking becomes crucial. Voters must be equipped with the skills to critically assess the content

they encounter online and distinguish between authentic political discourse and manipulative

content. In the era of viral memes and trends, ensuring that elections remain grounded in

informed, rational decision-making will require a careful balance between leveraging social

media’s potential for engagement and safeguarding against its potential for manipulation. For

democracy to thrive, it is essential that voters navigate this new digital landscape with skepticism

and care, fostering a more informed electorate for the future.

Citations

Chuai, Yuwei, and Gabriele Lenzini. “ Changes in Sentiments and User Engagement for 2024

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U.S. Presidential Candidates After Biden’s Withdrawal: An Analysis of TikTok Videos.”

ProQuest, 2024,

cuny-cc.primo.exlibrisgroup.com/permalink/01CUNY_CC/gc81bt/cdi_proquest_journals_31193

40250.

Rosvally, Danielle. “ Weaponized Virality: The Harris Campaign’s TikTok Dramaturgy

Creator.” Cambridge University Press Journals Unpaywall, 2024, cuny-

cc.primo.exlibrisgroup.com/permalink/01CUNY_CC/gc81bt/cdi_unpaywall_primary_10_1017_

pub_2024_28.

Horn, Tom. "How TikTok is revolutionising politics." The Big Issue, 16 Sept. 2024, p. 41. Gale

In Context: Opposing Viewpoints, link.gale.com/apps/doc/A808795356/OVIC?

u=cuny_ccny&sid=summon&xid=b9111048. Accessed 29 Nov. 2024.

Titcomb, James. "Kamala Harris joins TikTok despite looming US ban; Memes supporting vice-

president have gone viral as social media becomes increasingly important in political

campaigns." Telegraph Online, 26 July 2024, p. NA. Gale In Context: Opposing Viewpoints,

link.gale.com/apps/doc/A802722433/OVIC?u=cuny_ccny&sid=bookmark-

OVIC&xid=49a0c76b. Accessed 29 Nov. 2024.

Harwell, Drew. "The 'feral 25-year-olds' making Kamala Harris go viral on TikTok."

Washingtonpost.com, 13 Sept. 2024, p. NA. Gale In Context: Opposing Viewpoints,

link.gale.com/apps/doc/A808615863/OVIC?u=cuny_ccny&sid=bookmark-

OVIC&xid=0f3419ec. Accessed 29 Nov. 2024.

Figure 1. Poteat, D. and Tseytlin, O. (2024) Opinion: Is Kamala still Brat?, The Pitt News.

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Available at: https://pittnews.com/article/189610/opinions/opinion-is-kamala-still-brat/#modal-

photo (Accessed: 08 December 2024).

Figure 2. Poteat, D. and Tseytlin, O. (2024) Opinion: Is Kamala still Brat?, The Pitt News.

Available at: https://pittnews.com/article/189610/opinions/opinion-is-kamala-still-brat/#modal-

photo (Accessed: 08 December 2024).

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