How a 33-year-old socialist used social media in NYC’s Democratic primary
In a surprising turn of events, 33-year-old Zohran Mamdani, a Democratic socialist, secured a primary victory that shocked the Democratic Party establishment in June. His campaign utilized a modern approach that resonated with the evolving New York City electorate, particularly the online community. Mamdani’s social media presence, featuring TikTok and Instagram pages reminiscent of a New York City influencer, showcased film-like filters, consistent fonts, and celebrity cameos from the likes of Emily Ratajkowski and Bowen Yang, garnering millions of views.
Moreover, Mamdani’s campaign graphics stood out with vibrant primary colors such as cobalt blue, poster-like red, and taxi-cab or MetroCard yellow, distinct from the traditional red, white, and blue color scheme of former Governor Andrew Cuomo. His progressive platform focused on taxing the 1% and advocating for government-run grocery stores, among other bold proposals. If Mamdani emerges victorious in November, he would not only be the first Muslim mayor but also the first millennial mayor of New York City.
The rise of candidates like Mamdani signals a shift within the Democratic Party, with a growing emphasis on grassroots movements and progressive ideals. Rep. Alexandria Ocasio-Cortez, a prominent figure in the progressive movement, endorsed Mamdani along with Sen. Bernie Sanders, highlighting the generational divide within the party. Embracing social media as a powerful tool, Mamdani engaged with voters through Instagram Lives, viral videos, and personal interactions, mirroring the strategies of influencers and trendsetters.
Mamdani’s campaign trail was marked by innovative tactics, including a walk through Manhattan from Inwood to Battery Park, documented in real-time for his followers. He also appeared on popular podcasts and collaborated with other young Democratic leaders like David Hogg to amplify his message. By connecting with a diverse range of voters, including older and immigrant New Yorkers, Mamdani built a coalition that transcended traditional political boundaries.
In a post-election video, Mamdani expressed gratitude to his supporters for helping him defy expectations and secure a victory based on a platform focused on working people. By engaging with voters in multiple languages and simplifying complex concepts like ranked-choice voting, Mamdani demonstrated his commitment to inclusivity and accessibility in politics. As he prepares for the general election, Mamdani’s campaign represents a new wave of progressive leadership that is reshaping the political landscape of New York City.
