The Democrats Are Losing the Social Media Wars. This Young Socialist Is Changing That.
The key to his tactics is part delivery, part content. He relays his messages in stunty, shareable packages, but the substance of that message draws on an older tactic from the Bernie Sanders playbook: Pick a handful of straightforward economic proposals that would impact the daily lives of regular people and repeat, repeat, repeat.
It includes copious doorknocking but also two highly-produced videos a month, supplemented by shorter, deadpan, often direct-to-camera bits. In almost all of them, policy is colored with a secondary secret weapon: “Humor is a very effective method of communication,” he says. Hence the bouncy pitch for a city-owned grocery store in each borough as a “public option for produce” and the viral video from the ice-cold waves of Coney Island. Some of the snappy Trump voter interviews even have an affable sense of humor about them.
That mission is resonating early in the NYC mayoral contest, with Mamdani climbing the polls despite his youth and lack of managerial experience. “Zohran is one of the few serious communicators the socialist and progressive left has now in America,” said Ross Barkan, a political writer and former political candidate who once employed Mamdani as his campaign manager. “I think a lot of the left lost the plot,” Barkan said, in terms of “emphasizing cultural issues at the expense of economic issues. I think Zohran has been very smart to run a cost of living campaign.”
As upbeat music swirls, Mamdani fast-talks about his universal childcare, rent freeze and grocery store ideas. In a burst of outer borough realism, the spot ends with the elders devolving into argument again about early morning construction noise, as Mamdani slips quietly away from the table.
That’s the kind of modern face-time exposure that digitally-literate lawmakers like California Rep. Sara Jacobs, with her “get ready with me” videos, are eager to pursue. And it makes them stand out in a Democratic Party that’s still mostly more comfortable debating white papers or talking to legacy media. “If you go to consultants, what they will prescribe you is that which may have worked 10 or 20 years ago,” Mamdani says. “So much of what is driving our campaign is a desire to go beyond simply the political context of New York City into the cultural context, the civic context, the city itself.”