The term “doom scroll” has become a buzzword among our generation. Merriam Webster defines it as “spending excessive time online scrolling through new or other content that makes one feel sad, anxious, angry, etc.” This usually takes place on platforms like TikTok or Instagram where memes, reviews, and rants fuel our hours of mindless scrolling. Amidst this, a viral phenomenon–or should I say, “Femininomenon”– has gained attention, centered around Vice President Kamala Harris and her campaign’s approach to reaching young voters.
The KamalaHQ account on TikTok utilizes current trends like “Brat Summer” and Kendrick Lamar songs to capture Gen Z’s attention and tap into TikTok’s algorithm. This strategy has proven effective with the account, gaining 3.6 million followers and counting. As Sephar from Fast Company notes, “They’re acting as an authentic TikToker, not just as a campaign.” By appealing to younger audiences with trendy, relevant material they’ve not only stimulated interest but also removed many barriers to political conversations.
One major reason for political disengagement is jargon–dense and confusing diction that can make many feel excluded and invalidated, especially minority groups. Kamala Harris’s campaign has been mindful of this, using TikTok to share bite-sized, digestible content that resonates with younger voters. This is especially important for ethnic minorities, who, according to the Pew Research Center make up 48% of Gen Z, America’s most ethnically diverse generation. While this wave of digital engagement in politics has brought about tremendous improvements it also highlights a concerning trend: social media is becoming a primary news source for many. This raises the question: does the media have too much control over our thoughts?
Overconsumption of media has become an increasingly pressing issue in the last decade. This was exacerbated immensely by the COVID-19 pandemic. Personally, I was about to go into high school when quarantine began. Instead I spent roughly two years in my bedroom with little to do but to scroll for hours. My experience was not unique. For many of us, the best coping mechanism to combat isolation and depression was watching other people live their lives; the more “realistic,” the better. It created a false sense of intimacy, something Irish novelist Sally Rooney expands on in Beautiful World Where Are You?. The main character, an author, ponders why many of her fans feel such an intense relationship with her. She says, “They cannot tell the difference between someone they know and someone they think they know.”
These parasocial relationships— the one sided bonds with public figures–extend to politicians like Harris. In many ways politicians are performers. The acquisition of their job and degree of success is at the discretion of the general public. Therefore, they create advertisements to promote themselves and have PR teams to market themselves best. And more recently, they are increasingly targeting the younger generation on social media platforms.
The National Institute of Health estimates 61.1% of adolescents engage in parasocial relationships, shaping their social development and identity. Platforms like TikTok, where Harris connects with voters, raise concerns about how easily political campaigns can influence us. At this impressionable stage where our prefrontal cortex is still developing, our ability to make decisions, plan, and exercise self-control is still developing. This makes us particularly susceptible to political messaging. This dynamic, especially prevalent on TikTok, raises concerns about the manipulation of young voters, bordering on propaganda. Democracy is meant to be governed by the people. However, are we the ones governing when our actions are so easily manipulated by the media? With the erosion of autonomy and agency our most basic right – voting – is at risk.
The media’s influence on politics is not a new conversation, but its exponential growth and reach, Harris’ campaign being just one example of this, has made its effects more conspicuous. According to Tufts’ CIRCLE, there are 41 million members of Gen Z eligible to vote – a number that could tip the scale of the election. The Harris campaign’s strong presence on social media could play a significant role in reaching this audience. However, Fortune reports, only 53% intend to vote. While the media can be a powerful tool in persuasion and engagement, without any tangible action, its impact is diminished.
Media will never become obsolete. It will continue to evolve and play an even more powerful role as time goes on. While this fact can be overwhelming, voting gives us the opportunity to escape the echo chamber and actively participate in paving our future. In a world where doom scrolling traps us in endless cycles of passivity and distraction, voting allows us to break free and take meaningful action. Gen Z is a powerful force, but its impact is only felt when we act on our potential. So turn off your phone, stay informed, do research, and most importantly, go out and vote.
Amirah Hurst ‘28 studies in the college of Arts & Sciences. She can be reached at a.hurst@wustl.edu.