The October 25 rally in Houston by Kamala Harris was a remarkable event that drew significant attention. Social media influencers were present from various vantage points, while older political operatives energized the crowd. Beyoncé Knowles, a global icon, even came out to support the Democratic nominee. This rally followed the July 30 Atlanta rally featuring Vice President Harris and Megan Thee Stallion, and was succeeded by the November 1 rally in Milwaukee with performances by Glorilla and a speech from Cardi B. These events marked a significant chapter in the presidential campaign, emphasizing celebrity cachet and the identification of Black women with Kamala Harris.

"Kamala Harris' Campaign: A Fusion of Stars and Politics"

Social Media's Role in the Campaign

During the Houston rally, social media played a crucial role. Influencers streamed events from backstage and front rows, reaching a wide audience and generating buzz. This shows how social media has become an integral part of modern political campaigns, allowing for instant dissemination of information and engagement. It also highlights the power of celebrities in influencing public opinion. For example, Beyoncé's appearance added a significant boost to the campaign, as her fans and followers were drawn to the event. This shows how celebrities can have a direct impact on voter turnout and support.

The Concept of "Black Girl Magic"

The presidential campaign deeply invested in the concept of "Black Girl Magic." This idea emphasizes the ability of Black women in America to overcome systemic adversity and exceed expectations in various fields. It is highly influential in celebrity culture and was represented by Black women celebrities. Kamala Harris was the political extension of this concept, but the Democrats' heavy focus on this selling point created blind spots. They ignored the aggressive pushback against Diversity, Equity & Inclusion (DEI) from the far Right and failed to address the concerns of working-class men and white women voters. This shows the importance of having a balanced approach in political campaigns and not relying solely on one aspect.

The Marketing Strategy and Its Limitations

The Harris campaign spent a significant amount of money on political, digital, and media consultants, celebrity endorsements, and influencer marketing. This was an attempt to replicate the excitement generated by Obama's candidacy. However, the 2024 electorate is more segmented and media savvy than in 2008. Celebrity appeals may not have the same impact on youth voters raised on social media or on poor and working-class voters. The economy remains the top issue for voters, and the campaign seemed to be overly focused on chasing the cool factor rather than addressing substantive issues. This led to trivial discussions and a lack of focus on important policy matters.

The Election Night Loss and Its Implications

Kamala Harris's election night loss is not a rejection of the concept of "Black Girl Magic." Black women have made significant progress in American society, and they will continue to be a force in politics. However, to win an election, a message that appeals to the majority is needed. Niche marketing and motivational quotes alone are not sufficient to build sustainable political power. The campaign's focus on trivialities and social media-led discussions distracted from the core issues and failed to connect with a wider audience. This highlights the need for a more comprehensive and strategic approach in future political campaigns.