Brats, dads and bravado: this US election will be decided on vibes

Now that the Democrats have found their vice-presidential candidate in Tim Walz, can anyone say what either of the parties are planning to do if they win?
Of course not. Donald Trump says immigration is bad, but having claimed a wall would fix things, he’s pretty much run out of options. The Democrats are pro-reproductive freedoms, anti-inflation and environment-friendly, but what do they plan to do about it? It’s not at all clear. Not to worry though. This election is not being fought on proposed policies or past accomplishments. It’s being fought on vibes.
The vibes election is a kind of free-association game that takes place in the recesses of the deep subconscious. The goal is to determine not who the candidates are but who you feel like they could be if they weren’t politicians.
In the vibes election, huge political moments keep being superseded by online ephemera: Trump was almost assassinated by a sniper, but what resonated was how cool he looked in AP photos afterwards. Kamala Harris became the first Democratic nominee in modern times not to go through a primary process, but what really landed was Charli xcx tweeting “Kamala is brat”. Within minutes, Harris’s team changed their official campaign X header to brat green.
It’s nothing new for presidential election campaigns to be led by viral moments and personality – Barack Obama’s 2008 campaign was built on enthusiasm for change and the gaffes of Sarah Palin rather than policy positions. Trump’s 2016 win was about amorphous ideas of draining the swamp and making America “great”. But this is something different.
Trump isn’t brave. Kamala isn’t brat, in the sense that Charli’s album is about it-girls who rip cigs and do bumps of cocaine – even though there’s something in Harris’s giggly personality that suggests she could have done that in another life. Her viral quote that you “exist in the context of all in which you live and what came before you” sounds like something that might be whispered in a smoking area after one too many tokes on the special vape.
Walz is a shrewd politician with a progressive record as governor, but online he’s “the midwest prince”, a pun on an album by the gen Z pop star Chappell Roan you can feel confident Walz has never heard. He’s presented as a kind of gorpcore hero for the everyman (as Charlie Warzel of the Atlantic put it, “Dad is on the ballot”).
Above all, and I’m sorry to be a party pooper here, JD Vance didn’t have sex with a couch, although the Republican vice-presidential nominee definitely has the vibe of someone who might have. And that’s what counts. There have been panels on CNN about what it means that people say he did. Walz even joked about it in his acceptance speech.
This is a product of the Trumpification of politics. Ever since he managed to turn the 2016 Republican primary into a Comedy Central roast, more traditional politicians have been racing to compete with his headline-grabbing one-liners. But even though it’s his playing field, he’s not doing so well in 2024, struggling to find insults that land.
In contrast, Democrats have become much better at checking the vibes. Compare Hillary Clinton’s 2016 comment that half of Trump supporters were “a basket of deplorables” with the Democrats’ recent messaging that Republicans are “weird”.
The former used strange, sneering verbiage to take aim at voters rather than politicians, and was said at a private event for rich fundraisers. It was easy for Trump supporters to reclaim the term and for Trump to use it to make Clinton look elitist. Clinton later acknowledged the comment was a big part of the reason she lost the election. Bad vibes.
But calling Republicans “weird” punches up at the politicians themselves, using everyday language that most people, including rightwing voters, relate to. Democrats didn’t whisper this insult in private, like Clinton; they owned it with pride. That’s how you win at vibes – don’t address the person or the policy, address how it makes you feel.
It’s true that not everyone is viewing the vote through this lens. Considerable numbers of people older than 50 still watch nightly TV news, where the election is being discussed in drier terms. But those under 50 don’t even have cable. The majority of gen Z’s news is coming from social media, where these conversations dominate.
It goes without saying there are some pretty serious issues facing the US. People are dying from extreme heat. As Trump tried to make hay out of the assassination attempt, the family of his supporter who was killed in the crossfire mourned their loss, as did the families of the over 10,000 other Americans who have been killed by firearms this year alone. A war in Gaza, abortion rights, a far-right supreme court, mass incarceration – these issues are on voters’ minds.
Certainly the Harris and Trump campaigns agree that the stakes are high. According to Democrats’ fundraising emails, American democracy is on the line and it’s up to voters to give 20 bucks before it’s too late. If Trump is to be believed, things are even more dire: he’s said that if Democrats win, they will unleash “hell on earth”. Either candidate could make this election about the issues, but that way controversy and expenditure lie. As long as they keep fighting the vibes wars, they can stay suspended in effervescent little fictions.