Democrats Are Finally Learning to Win the Internet—But It’s Not About Copying Trump
The 2024 election wasn’t just a political defeat for Democrats; it was a wake-up call about their digital strategy. While Donald Trump’s campaign skillfully leveraged podcasts, memes, and online communities, Kamala Harris’s efforts often felt…off. Now, a year later, a shift is underway. But it’s not about becoming Trump 2.0. It’s about understanding that authentic online engagement isn’t about mimicking a style, it’s about possessing – and projecting – what’s increasingly being called ‘rizz.’
The “Brat Summer” That Fizzled
The anniversary of Joe Biden’s withdrawal and Harris’s ascent to the Democratic ticket marked a moment of unexpected online energy. The “brat” aesthetic, championed by Charli XCX, resonated with a segment of the electorate, and the campaign leaned in. But as quickly as it rose, the trend faded, overshadowed by Trump’s surprisingly effective foray into the “manosphere” via podcasts like Joe Rogan’s and Theo Von’s. The narrative solidified: Trump understood the internet, Harris didn’t.
This wasn’t simply about podcast appearances. It was about a fundamental difference in approach. Trump spoke freely, often controversially, and cultivated a persona of authenticity – whether genuine or not. Harris, by contrast, often appeared constrained, her podcast appearances feeling scripted and lacking the raw, unvarnished quality that resonates online. As Jay Caspian Kang pointed out, the difference wasn’t just content, but how it was delivered.
Beyond the “Liberal Joe Rogan” Quest
The initial reaction from Democrats was predictable: find a “liberal Joe Rogan.” Jaime Harrison’s podcast, launched after stepping down as DNC chair, exemplifies this approach. While well-intentioned, simply replicating Trump’s format isn’t the answer. The search for a mirror image misses the point. The problem isn’t the medium, it’s the message – and, crucially, the messenger.
Early attempts to emulate online trends often fell flat. Andrew Cuomo’s Mamdani-style video felt forced, and Gavin Newsom’s sycophantic podcast interviews were widely criticized. These efforts highlighted a crucial truth: imitation lacks authenticity. The internet rewards genuine connection, not calculated mimicry.
The Rise of “Rizz” and the New Democratic Online Playbook
A new generation of Democratic politicians is demonstrating a different path. Zohran Mamdani’s viral mayoral campaign in New York City provides a compelling case study. Mamdani didn’t just use social media; he understood it. He produced engaging short-form content, wasn’t afraid to be vulnerable (like his recent video about returning to Uganda), and connected with voters on a human level. James Talarico, a Texas state lawmaker, similarly impressed on Rogan’s podcast with his articulate and thoughtful approach.
This success isn’t about adopting a specific political stance or pandering to particular online communities. It’s about possessing “rizz” – that elusive quality of charisma, confidence, and authenticity that draws people in. It’s about being comfortable in your own skin and communicating with genuine enthusiasm. Pete Buttigieg’s willingness to engage with diverse audiences, from comedy podcasts like “Flagrant” to Barstool Sports, demonstrates this willingness to step outside traditional comfort zones.
The Power of Authentic Engagement
Ro Khanna’s appearances on Barstool Sports and with Theo Von are also noteworthy. He didn’t shy away from challenging conversations, and he spoke the language of those audiences. This isn’t about endorsing the views of these platforms, but about meeting voters where they are and engaging in respectful dialogue. Pew Research Center data consistently shows the growing importance of these platforms in shaping public opinion.
The Future of Democratic Digital Strategy
The Democratic Party is at a crossroads. Continuing down the path of imitation and calculated messaging will likely yield diminishing returns. The key to success lies in empowering authentic voices, encouraging experimentation, and fostering a culture of genuine engagement. This means allowing politicians to be themselves, even if it means taking risks and occasionally stumbling. It means prioritizing substance over style, but recognizing that style – or, more accurately, “rizz” – matters immensely.
The internet isn’t a monolith. It’s a fragmented landscape of diverse communities and subcultures. Democrats need to move beyond a one-size-fits-all approach and tailor their messaging to specific audiences. This requires a deep understanding of online culture, a willingness to experiment, and a commitment to authentic engagement. The future of Democratic politics may well depend on it.
What strategies do you think will be most effective for Democrats in the evolving digital landscape? Share your thoughts in the comments below!
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