Negativity, Activism, Division, and Fatigue: Gen Z Social Media and the 2024 Election

A team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media at Montclair State University today released a new study examining young voters’ reactions toward the 2024 U.S. Presidential Election. Gen Z male voters demonstrated a clear shift toward the Republican party with 49% voting for Trump, compared to 48% young female voters for Harris. The study on young voters’ reactions on social media to the 2024 election revealed distinct gendered trends in voting priorities, media consumption patterns, and political engagement, as well as a surge in political consumerism, reflecting Gen Z’s evolving approach to political activism and advocacy.

Highlights from the study from the School’s Center for Strategic Communication include:

1. Gendered Voter Priorities:

• Female Gen Z voters overwhelmingly supported progressive issues such as reproductive rights, healthcare, gender equality, inclusiveness, and climate change.
• Male Gen Z voters prioritized economic concerns, including inflation, job security, the housing market, and border policies.
• Kamala Harris resonated strongly with young female voters due to her advocacy for women’s rights and civil liberties, but her male supporters displayed more mixed opinions. Many male voters praised her focus on social equity while voicing concerns about her policy clarity and leadership.

 2. A Notable Shift in Young Male Voters’ Support toward Donald Trump:

• Media Strategy: Trump effectively engaged young men through digital platforms such as YouTube, X, and popular podcasts, aligning himself with influential figures like Joe Rogan, Theo Von, Logan Paul, and others, which resonated with their media consumption habits.
• Bro Culture Appeal: Trump tapped into “bro culture” by associating with hyper-masculine media and personalities, positioning himself as a relatable figure for disaffected young men.

Economic Messaging: Trump’s focus on practical economic issues, such as job insecurity, inflation, and tax relief, spoke directly to young men’s immediate concerns. Meanwhile, Harris’s focus on women’s issues did not fully address their economic struggles.

3. Rise of Political Consumerism:

• Gen Z voters increasingly exercise political influence through consumer behavior, actively supporting (buycotting) or avoiding (boycotting) brands based on their political affiliations.
• Brands such as Target, Nordstrom, Ulta, Whole Foods, and Costco received significant praise for not donating to Donald Trump’s campaign. This trend underscores a shift in consumer expectations, where corporations are viewed as both economic entities and social actors.

Implications for Future Elections:

The findings highlight the necessity for political organizations and corporations to adapt to the values and behaviors of an increasingly active Gen Z demographic. Campaigns must focus on converting robust online advocacy into real-world voter turnout. Similarly, businesses must balance neutrality with the growing demand for corporate accountability and activism to remain relevant with younger consumers. As Gen Z continues to emerge as a decisive force in political and social arenas, strategies that address their priorities and leverage their energy will be essential in shaping America’s future.

The full study, which can be found here, was conducted by faculty Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton. It is the 22nd study released from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.

“The intersection of politics and popular culture—through appearances on high-profile podcasts, engagement with internet personalities, and messaging that resonates with young men’s lived experiences—became a central component of Trump’s campaign.” continued Dr. Yi Luo, who is an Associate Professor in the School of Communication and Media, “Trump’s campaign has successfully rebranded traditional masculine traits—physical strength, dominance, and confidence—through the lens of youth culture, making them relevant to a generation that prizes authenticity, directness, and defiance of norms.”

“Divisions in the political priorities of many different groups of Americans shaped this election and it’s not surprising to see this reflected in the social media of Gen Z,” said Dr. Benton, a Professor in Public Relations and researcher at the Center.

“It is evident that social media is changing how political messages are spread and understood today, i.e., this election campaign. Thus, it is expected that digital media focused strategies will take center focus in future political communication and campaigns.” said Dr. Choi, who is the Director of Data Analytics for the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication and an Assistant Professor of Advertising.

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About the School of Communication and Media: The School of Communication and Media offers a range of dynamic programs in communication and media to a talented and diverse student population of over 2,000. Offering degrees in film and television, social media and public relations, advertising, journalism and digital media, sports communication, communication and media studies, animation and visual effects, and an MA devoted to strategic communication, the School prepares the next generation of communication and media practitioners and leaders. The School houses award-winning student programs that include WMSC Radio, The Montclarion newspaper,  Hawk Communications Agency, the Red Hawk Sports Network, Hawk+ OTT streaming platform, and News Lab, as well as the Center for Cooperative Media, which serves the public by working to grow and strengthen local journalism. Student projects and programs have recently received national recognition from PRSSA’s Bateman Competition, an Edward R Murrow Award, several Marconi Award nominations, and a College Television Award from the Academy of Television Arts & Sciences.

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