"Vice President Kamala Harris has surged as the 2024 U.S. presidential frontrunner, raising a record $81 million in a single day and capturing attention with her bold social media claim that 'Gen-Z wants a brat presidency.'"
With President Joe Biden stepping back from the 2024 U.S. presidential race, Vice President Kamala Harris has emerged as the frontrunner and is making headlines with her campaign. In a stunning display of support, she reportedly raised a record-breaking $81 million in just one day. However, it’s not just her impressive fundraising that’s grabbing attention; her campaign’s innovative use of social media is also a major talking point.
One notable social media post made waves with the statement, “Gen-Z wants a brat presidency.” This bold claim has sparked curiosity and confusion about what “brat” actually means in this context and why Kamala Harris is being labelled as such. To understand the significance of this term and its relevance to Harris’s campaign, let’s delve into what “brat” signifies and how it’s been used to shape her public image.
What Does “Brat” Mean?
The term “brat” traditionally refers to a child, especially one who is ill-mannered or annoying. It often carries a negative connotation, implying that the child is spoiled and takes things for granted. A “spoiled brat” is someone who is seen as unappreciative of what they have and exhibits noisy, disobedient behaviour.
Recently, however, the term “brat” has undergone a significant rebranding, particularly within internet culture. It’s become a buzzword associated with Charli XCX’s sixth studio album, Brat, released on June 7, 2024. This album has been described as a departure from the “clean girl” aesthetic—polished and poised—in favour of a more raw and honest portrayal. Charli XCX’s embrace of this “brat” persona reflects a trend towards being edgy, imperfect, and confident.
The concept of “brat summer” has also emerged, encouraging individuals to be bold, take risks, and embrace discomfort. This movement resonates with Gen Z’s penchant for rebranding terms and redefining cultural narratives. In this context, “brat” symbolises a blend of confidence and authenticity, celebrating those who are unapologetically themselves, even if that means facing challenges or making mistakes.
Why Are People Calling Kamala Harris a ‘Brat’?
The term “brat” has recently been linked to Vice President Kamala Harris, and it all started with a viral tweet on X (formerly Twitter). Harris’s campaign has skillfully tapped into a current social media trend to energise her online presence. This move was inspired by pop star Charli XCX’s album, Brat, which features an eye-catching lime green cover with the word “brat” displayed in a deliberately low-resolution font.
In a bid to align with this trendy vibe, Harris’s campaign renamed her X account to Kamala HQ and has since been flooding the internet with neon green banners that show support for her. Charli XCX even joined the fun, declaring “Kamala IS brat” to her 3.6 million X followers, adding a layer of pop culture endorsement to the campaign’s strategy.
Supporters of Harris quickly jumped on the bandwagon, creating viral videos and memes that mix clips of her speeches with tracks from Charli XCX’s album. These videos have gained impressive traction on TikTok, where users have shared edits of Harris dancing and laughing, racking up more than 2 million views and over 500,000 likes. The hashtag #KamalaHarris has also exploded in popularity on TikTok, with over 101 million views and 9,000 posts in just a week.
This clever use of social media not only highlights Harris’s campaign’s adaptability but also taps into a valuable demographic—millennials and Gen Z. By aligning herself with the “brat” trend, Harris’s rebrand has excited younger voters who feel that her campaign is speaking directly to their sensibilities and values.