How Extremely Online Mayoral Candidate Zohran Mamdani Learned to Embrace the Cringe
The Art of Being Online
New Year’s Day on Coney Island, where the annual Polar Bear Club Plunge drew out some of the city’s more daring characters: a group of friends dressed as rubber duckies, a couple in Spiderman and Wonder Woman costumes, and Assemblymember Zohran Mamdani, who donned a $30 business suit he had bought the day before from one of his constituents’ thrift stores on Steinway Street in Astoria, Queens. "I’m freezing… your rent as the next mayor of New York City," Mamdani said to the camera. "Let’s plunge into the details," he continued, before jumping into the 40-degree water and emerging soaking wet to talk about his affordable housing proposal. The video went on to garner more than 800,000 views across social media platforms.
The Power of Cringe
As the youngest of the nine candidates in this year’s crowded mayoral race, the 33-year-old Democratic Socialist has passed only a few bills in his four years in the state Assembly. But the digital native has set himself apart on voters’ Instagram, X, Tiktok, and other social feeds by mixing big policy proposals with a little silliness to try to draw New Yorkers who don’t necessarily know him to his campaign. Twitter may not be "real life," but Mamdani’s viral appeal is showing signs of real-world success. While he doesn’t have the largest campaign war chest, Mamdani collected contributions from more New Yorkers than any other candidate during the most recent fundraising cycle — and the most total cash in a single cycle of any candidate so far.
From Rapper to Politician
Mamdani’s experience as a self-described C-list rapper, including attempts to sell CDs on public buses in visits to Kampala, Uganda, has prepared him for the harsh truths of the campaign trail, especially the early morning attempts on subway platforms to stop people for petition signatures when they’d rather not speak to anyone. "I would rap to passengers who sat there while the conductor was seeking to fill every seat," Mamdani said. "And once you’ve done that and had no one buy your CD, you can start to become a little bit more prepared to put yourself out there."
Embracing the Cringe
Mamdani’s willingness to engage in cringe-worthy moments, such as dressing up as Santa to remind prospective donors of a campaign finance filing deadline, has paid off in terms of fundraising and social media engagement. "I think that you’ll find more people heard about my policy on freezing the rent by me jumping into the water than me being at any number of political forums where I’ve said the same thing," Mamdani said. "There’s gotta be a willingness to engage with the cringe if you want to represent 8.3 million people in New York City."
A New Type of Politics
Mamdani’s campaign has drawn inspiration from younger progressive politicians in New York City and nationwide who have leaned into content creation to attract new supporters, including Brooklyn Councilmember Chi Ossé and Congressmember Alexandria Ocasio-Cortez. "If you knock, someone may open, but keeping it open depends on what you have to say," Mamdani said. "The policy has to be at the heart of it. The content doesn’t work otherwise."
Conclusion
Mamdani’s strategy is not without its risks. Some critics argue that his emphasis on social media engagement may not translate to actual votes. However, as the campaign continues to unfold, it remains to be seen whether Mamdani’s willingness to embrace the cringe will pay off in the end.
FAQs
Q: What is the goal of Zohran Mamdani’s social media strategy?
A: To draw in new supporters and promote his policy proposals in a way that is relatable and engaging.
Q: What is the significance of Mamdani’s experience as a rapper?
A: It has prepared him for the harsh truths of the campaign trail and helped him develop a willingness to engage in cringe-worthy moments.
Q: How does Mamdani balance policy and humor in his content?
A: By keeping the policy at the heart of his content and using humor to make it more relatable and engaging.
