If during the 2020 election, someone mentioned coconut trees, Charli XCX, and Kamala Harris in the same sentence, I would look at them up and down as if they were crazy. However, four years later, not just me, but many people who are active on social media, specifically from Generation Z, know exactly what these words are referencing: a meme that remixes a clip from an interview of Kamala Harris with Charli XCX’s song from her viral album, “Brat.”
The meme, often referred to by “Is Kamala Brat?”, was not necessarily the beginning of adding humor to the election as political cartoons have been a popular feature in many elections to express political views in an amusing way.
Whether they were published by Kamala HQ, a social media account filled with memes and trends to promote her, or memes based on pictures of Trump raising his hand after getting shot in the ear, there has been an exponential increase in the amount of memes this election. They have helped both candidates attract a new generation of voters, while also receiving criticism for making the election seem less serious.
Memes have become an integral part of society due to the immense role of social media in our daily lives. According to Pew Research Center, 97% of teens say they use the internet daily and while large this statistic is not surprising. While parents may yell after seeing their child’s excessive screen time, it’s impossible to diminish social media’s role in society.
Whether the memes are videos on Vine and Tiktok or popular images used both for texting and adding to a presentation to make people laugh, memes posed as a way to turn ordinary things into a quick laugh. As the kids that grew up with social media and memes are finally gearing up to vote, the sudden increase in political memes is not so surprising.
However even though there is an influx of memes, they aren’t being used to their full potential. The political memes, just like any other meme, offer something to associate with the candidate, like a quote or picture. The memes can attract voters, but they don’t give people a reason to stay loyal to the candidate. For example, if you examine voting polls on various platforms, there is no real difference made by the memes; much of the data is consistent from when they first entered the presidential election.
But that can change if memes are properly utilized by campaign agencies. They can begin to make memes as a tool to spread information about future policies and goals. Sure, everyone knows who is running for president, but oftentimes the only thing they can mention about the candidates is their name and political party. Thanks to the influence of social media, this can help the younger generations of voters make an informed decision and not one based on who has better memes.
According to the APA Dictionary of Psychology, deep processing occurs when one makes meaning with a stimulus and as a result have a stronger, long lasting memory. If people just read the information about a candidate they may forget about it in a couple of hours. However if people saw a meme with the same information, the connection they made through their quick laugh will lead to deep processing and allow them to remember the information for longer.
By having people, specifically the younger voters, more engaged with the political side of the candidate, they are more likely to actually go to the ballot box on Election Day. According to the 2022 U.S. Census, the voter population of 18 to 24 is the lowest of all age groups with only 27.6% of the voter population.
Memes, however, can help increase voter turnout in the upcoming election.
It is essential for the younger generation to vote as they are the future of the country. Every generation has different life experiences, so for a whole generation to go unheard would inhibit the progress of the democracy we have.
Furthermore, if the younger generation doesn’t begin to vote now, they may never get into the habit of doing so, and consequently never have their opinions represented. The decisions a president makes can have lasting impacts anywhere from a couple years to centuries, so it’s important for the election to be as representative of the people’s beliefs as possible.
Memes can also help get future voters interested in the election and the candidates by creating a bridge between the voter and candidate. Many times the candidates are much older and living a very different lifestyle from an average teenager and there isn’t much for younger generations to relate to. However with memes and new presence the candidate has on social media, teenagers are more aware of what is happening in the election and as a result become a more active citizen.
The tiniest bit of interest goes a long way and memes are the most useful tool to create the interest for the future generations. If the memes get made with a purpose of informing, not only will people be more willing to vote and learn about the election, but our country can also be more representative of people’s beliefs as more people vote.
Representation is essential to create a sense of belonging and practice the values of democracy. With a country so diverse and well known as a melting pot, it would be a shame for the US public’s opinion to not match their government. Elections, after all, are meant to help create a sense of democracy, so what’s the point in having them if they aren’t being properly used?
