Zohran Mamdani’s recent victory in the New York City mayoral race can be attributed in part to his effective use of digital communication. Mamdani adeptly utilized social media to convey concise messages, demonstrating a unique ability to engage audiences through various video formats. Notably, his strengths lay not only in online presence but also in recognizing when to step back from digital platforms, appealing to voters in a political landscape often characterized by synthetic engagement.
As of 2025, many politicians have become increasingly reliant on online personas. The Trump administration, for instance, has shifted further into digital realms, employing memes and videos but sometimes undermining its own narrative through inconsistent messaging. The influence of generative AI in political campaigns has also raised questions about the authenticity of content being produced, particularly when campaigns, like that of Andrew Cuomo, employ AI-generated attack ads that perpetuate stereotypes and lack real human connection.
This approach starkly contrasts with Mamdani’s campaign strategy, which emphasized real-world interactions and tangible issues. His videos featured him in authentic settings throughout New York City, fostering a sense of groundedness that resonated with voters. In collaboration with other local candidates, Mamdani developed a style that maintained human engagement rather than relying predominantly on digital alterations.
Other political figures have started to recognize the importance of direct action and presence in their campaigning. Congressional runner Kat Abughazaleh is known for her participation in protests, reflecting a trend among candidates to engage physically with their constituents.
Ultimately, while the challenges of balancing digital and real-world connections in political campaigning are evident, Mamdani’s approach suggests a potential path forward. His campaign focused on substantive promises like affordable housing and child care, emphasizing the need for genuine actions over mere digital presence. As the political landscape evolves, the effectiveness of authentic engagements versus online personas continues to be a pivotal area of exploration.
Source: https://www.theverge.com/policy/814065/zohran-mamdani-nyc-mayor-race-victory-online