by Jayse Borges
The 2024 presidential race has unfolded in a new battleground: TikTok. What was once an app for dancing and viral memes has become a significantly important platform for political campaigning.
Both Democratic candidate Kamala Harris and Republican candidate Donald Trump are using the app to promote their presidential campaigns and connect directly with Gen Z. In an era when young voters are constantly scrolling, TikTok has grown as a battleground for their attention and votes.
Kamala Harris: Connecting with Gen Z Through Trends and Music
Kamala Harris has used TikTok as a way to attempt to engage young voters in a more relatable and personal way. Her official TikTok account, @KamalaHarris launched in early 2024, and her team has strategically used it to highlight her achievements while also making her more approachable and relatable. Whether she’s sharing personal stories or doing viral challenges, Harris uses TikTok to blend her policies with her personality.
One of her most notable moments came when she participated in the Brat trend, where she showcased her personality as Brat, a term used to describe someone’s empowerment. Harris also uses Gen Z's favorite artist's songs in her campaign videos to appeal to them and she also brings out Gen Z’s favorite artists to perform in her rallies.
Donald Trump: Using Humor and Satire to Win Over Young Voters
Donald Trump has taken a different approach to TikTok, leaning into humor and satire to rally support. His official account, @TheRealDonaldTrump, launched in early 2024, features a mix of campaign highlights and viral moments designed to poke fun his opponent, Kamala Harris. For instance, Trump's video working at McDonald's- an initial jab mocking Harris’s repeated mentions of her time at the fast food chain turned viral moment- gained millions of views.
Trump frequently uses popular TikTok sounds to turn Harris’s public missteps into viral memes such as Kamala’s “You think you fell out of a coconut tree.” These types of clips, edited with meme-worthy audio, serve as a powerful tool for rallying his base while attracting the attention of younger voters.
TikTok’s Impact on the 2024 Election: Columbus Perspective
At Christopher Columbus High School, students and teachers are feeling the influence of TikTok on the votes of Gen Z.
Mr. Delgado, Columbus' Director of Educational Technology & Learning Development, said, ”I think historically speaking, anybody that has utilized media the best way has profoundly done better at elections.”
He also noted the example of the first televised presidential debate of JFK vs. Nixon and how social platforms are now being used by presidential candidates as a comparison.
Students like Sophomore Jayden Borges agree.
”I think TikTok is a great way to expand both political parties and to form the political views of me and my peers," Borges said.
Senior Carlos Soto-Angulo's take is that there's an oversaturation of information on TikTok.
"The content has gotten so oversaturated and washed out that it feels fake to me," Soto-Angulo said.
Still, he thinks there is a positive in its use.
"I think the only upside to political content on social media platforms like TikTok is reaching a younger audience," he said.
However, senior Jason Fernandez notes it is important to be able to distinguish real information from memes, and says it's a mix of "good and bad" that TikTok is so influential this election cycle.
"On the one hand, reliable sources can make it easier for people to stay informed without much effort," he said. "But on the other hand, there's a lot of misinformation too. If people don't know how to tell what's accurate, it can lead them to form opinions or even vote based on things that aren't true."
On the overall view of politics in social media, Senior Andrew Ahrendt thinks it's time for politics to take a more dignified approach.
"Most of what I see isn’t serious, or it’s excerpts from both sides only when they look bad or mess up. I think more serious marketing needs to be done building up both candidates rather than trying to tear down the other," Ahrendt said.
Conversations about politics and the latest TikTok trends are happening more frequently in classrooms, proving the platform's direct impact on how young people engage with the election.
On the eve of the 2024 Presidential Election, one thing is certain: social media will continue to heavily influence presidential elections in the future.
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