Kamala Harris and TikTok: A Digital Duel
Earlier this month, Vice President Kamala Harris made an appearance on the popular news program ā60 Minutes.ā During her interview with Bill Whitaker, he inquired about the type of gun she owns. To which she confidently responded, āI have a Glock.ā When asked if she had ever fired it, she chuckled and replied, āOf course I have.ā This light-hearted exchange quickly gained traction, and the following day, Harris shared a clip of the moment on her personal TikTok account, @kamalaharris.
In a strategic move, the Harris campaign also released a remix of this interview segment on its official TikTok account, @KamalaHQ. This version transformed the original clip into a dynamic fan edit, seamlessly blending Harrisās responses with a montage of her appearing composed and unfazed throughout her career. The remix was set to the catchy track āAmbition for Cashā by rapper Key Glock, capturing the attention of a younger audience.
The Harris campaign skillfully utilizes two distinct TikTok accounts: the polished personal account, @kamalaharris, which showcases safe, presidential imageryāfeaturing clips from her rallies, mainstream media appearances, and warm interactions with firefighters and bipartisan groups. In contrast, the campaign account @KamalaHQ presents a more vibrant and energetic portrayal, filtering her public persona through the lens of enthusiastic supporters.
Not to be outdone, the Trump campaign manages its own dual TikTok presence, with the personal account @realdonaldtrump and the campaign-oriented account @teamtrump. The @teamtrump TikTok operation mirrors the aesthetic of @KamalaHQ, posting new campaign ads adorned with flashy emergency-light emojis and promoting edited clips of Harrisās interviews, often taken out of context to highlight her in less favorable moments.
However, a stark contrast emerges when examining the personal accounts of both candidates. While Harrisās account typically portrays her as a media figure captured from a distance, occasionally offering behind-the-scenes glimpses in a more documentary style, Trump adopts the persona of an online influencer. He approaches the camera directly, speaking to his audience in a manner that feels more intimate yet also scripted.
Despite Trump’s more engaging approach fitting the TikTok aesthetic well, his lengthy monologues often come across as forced and monotonous, resulting in content that, while seemingly dull, manages to garner tens of millions of views. This peculiar phenomenon illustrates the complex interplay between political messaging and the whims of social media, as both candidates navigate the evolving landscape of digital communication.