Politicians Embrace Pop Culture for Political Gain

Aug 6, 2026

73 min

Aug 6, 2026 14:31

From Bollywood bangers to viral reels: How Zohran Mamdani and Abdul El-Sayed turned pop culture into political power

## Pop Culture Meets Politics

In recent years, politicians like New York City Mayor Zohran Mamdani and Michigan Senate candidate Abdul El-Sayed have been leveraging pop culture to connect with voters. This shift sees them using social media platforms not just for announcements but for engaging with audiences through humor, music, and memes.

## Zohran Mamdani's Approach

Mamdani has redefined political branding by incorporating his South Asian heritage into his campaigns. His use of Bollywood music, such as walking off stage to "Dhoom Machale," has created viral moments that resonate with diverse audiences. His playlists, featuring tracks like "Chaiyya Chaiyya," serve as cultural touchstones that enhance his political message.

## Abdul El-Sayed's Strategy

Similarly, El-Sayed taps into cultural trends with Instagram Reels that feel authentic and relatable. His content, like a Reel set to Fat Papi's "Freaked Out," mirrors the style of Gen Z social media, making his campaign accessible and engaging. His storytelling extends to personal narratives, presenting himself as a family man and son of immigrants before a political candidate.

## The New Campaign Trail

This approach marks a significant transformation in political communication, where the battle for attention is as crucial as policy discussions. By adopting the aesthetics of internet culture, politicians aim to stop the scroll and capture the interest of younger voters. While there are risks in prioritizing viral moments over substantive debates, this trend reflects how pop culture has become a vital tool in modern political campaigns.

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