Post by LFC on Jul 6, 2022 18:35:16 GMT
PA Democratic Senate candidate John Fetterman is apparently making effective use of social media and memes in his campaign. It's not his only tool but it's certainly a tool, one that Mahmet Oz isn't able to match. You might want to shrug this off but if you're over 50 you might not understand the engagement going on with younger people.
It may very well be working. At the very least it's messing with Oz's messaging.
In late June, John Fetterman posted a photo of an edited Hawaii driver’s license, in which the state was blurred out to read “Pennsylvania,” and the picture was replaced with Dr. Mehmet Oz’s face next to the name “McLovin.” He captioned the photo with only one word—“giggle”—and an emoji of a face laughing with a hand over its mouth.
The meme, a reference to the raunchy 2007 film Superbad, in which a teenager gets a fake Hawaii ID to buy drinks under the name “McLovin,” was a dig at his Republican opponent’s residency and the latest in a series of posts seemingly aimed at Fetterman’s younger, more online base.
While Senate hopefuls like Fetterman generally refine their social media to include an array of generic political touchstones in 280 characters or less, the Democratic nominee from Pennsylvania has recently flooded his accounts with memes that look straight out of a Gen Z playbook.
Oz has become the most frequent punchline.
In one post, Fetterman responded to an article about Oz spelling his Pennsylvania hometown wrong on his statement of candidacy by posting a widely used photo of a middle-aged man dressed as a skater-boy teen, with bold, white letters reading “How do you do fellow [Pennsylvania] residents,” plastered on top.
Another showed a picture of a woman shouting while pointing her finger with the caption, “Dr. Oz: I’m totally a PA resident.” Next to her was a scoffing, displeased-looking cat labeled “PA voters.”
Though Fetterman never kept the same sort of polished social media presence that other politicians do, a review of his tweets since winning the Democratic nomination on May 17 show he pivoted to the recent bout of outright memes in mid June.
And though he’s posting most of his memes without directly tagging Oz, he’s nailed a few ratios on the former television host, meaning positive interactions with Oz’s tweets were outnumbered by negative engagements from Fetterman or his fans. A tweet by Oz in June asked, “Who do YOU trust to fix Pennsylvania? #TeamOz.” There were more than 22,000 responses, most from Fetterman’s online army trashing the Republican Senate hopeful.
Fetterman later responded to Oz’s post with a fake “congratulations” certificate, like one you’d hand to a preschooler. “Presented to Dr. Oz for that sweet ratio of your tweet,” it read. “You did it!”
The meme, a reference to the raunchy 2007 film Superbad, in which a teenager gets a fake Hawaii ID to buy drinks under the name “McLovin,” was a dig at his Republican opponent’s residency and the latest in a series of posts seemingly aimed at Fetterman’s younger, more online base.
While Senate hopefuls like Fetterman generally refine their social media to include an array of generic political touchstones in 280 characters or less, the Democratic nominee from Pennsylvania has recently flooded his accounts with memes that look straight out of a Gen Z playbook.
Oz has become the most frequent punchline.
In one post, Fetterman responded to an article about Oz spelling his Pennsylvania hometown wrong on his statement of candidacy by posting a widely used photo of a middle-aged man dressed as a skater-boy teen, with bold, white letters reading “How do you do fellow [Pennsylvania] residents,” plastered on top.
Another showed a picture of a woman shouting while pointing her finger with the caption, “Dr. Oz: I’m totally a PA resident.” Next to her was a scoffing, displeased-looking cat labeled “PA voters.”
Though Fetterman never kept the same sort of polished social media presence that other politicians do, a review of his tweets since winning the Democratic nomination on May 17 show he pivoted to the recent bout of outright memes in mid June.
And though he’s posting most of his memes without directly tagging Oz, he’s nailed a few ratios on the former television host, meaning positive interactions with Oz’s tweets were outnumbered by negative engagements from Fetterman or his fans. A tweet by Oz in June asked, “Who do YOU trust to fix Pennsylvania? #TeamOz.” There were more than 22,000 responses, most from Fetterman’s online army trashing the Republican Senate hopeful.
Fetterman later responded to Oz’s post with a fake “congratulations” certificate, like one you’d hand to a preschooler. “Presented to Dr. Oz for that sweet ratio of your tweet,” it read. “You did it!”
It's a dangerous move for an older and/or less in tune candidate but apparently Fetterman is nailing it.
Ioana Literat, an associate professor at Columbia University who studies online political expression, told The Daily Beast she believes the use of memes goes with Fetterman’s “personal style” and “paints him as an everyman that is in touch with pop culture.”
Literat cautioned that at times, using memes can be a risky move for candidates, with younger people who tend to drag older social media users for trying to seem hip or cool. But in her assessment, Fetterman, 52, is managing to avoid that.
Literat cautioned that at times, using memes can be a risky move for candidates, with younger people who tend to drag older social media users for trying to seem hip or cool. But in her assessment, Fetterman, 52, is managing to avoid that.
It may very well be working. At the very least it's messing with Oz's messaging.
Oz, meanwhile, has been working the general election grind, crisscrossing across the state in an attempt to woo voters. But it’s unclear how much that’s working, as a recent poll showed Oz with a -33 points favorability rating compared to Fetterman, who had a +10 favorability rating.
As for the memes, Oz seems unfazed. His campaign spokesperson, Brittany Yanick, told The Daily Beast, “No amount of memes will distract Pennsylvanians from the paychecks, safety, and job security stolen from them by the radical Biden-Fetterman agenda.”
And on his own social media, Oz isn’t deviating from the political norm. But he does appear to be struggling with negative engagements, with Fetterman fans and Democrats commenters consistently latching on to his replies by the thousands, even when Fetterman himself isn’t chiming in.
As for the memes, Oz seems unfazed. His campaign spokesperson, Brittany Yanick, told The Daily Beast, “No amount of memes will distract Pennsylvanians from the paychecks, safety, and job security stolen from them by the radical Biden-Fetterman agenda.”
And on his own social media, Oz isn’t deviating from the political norm. But he does appear to be struggling with negative engagements, with Fetterman fans and Democrats commenters consistently latching on to his replies by the thousands, even when Fetterman himself isn’t chiming in.