The Unexpected Role of Zoom in Political Campaigning for 2024

The Unexpected Rise of Zoom in Political Campaigning

A month ago, if you had asked me to predict which tech platforms would significantly influence the 2024 presidential campaign, I might have pointed to TikTok, Facebook, or even YouTube. I might have also considered that X, formerly known as Twitter, would still maintain some relevance, despite its shift towards a hard-right ideology under Elon Musk’s ownership. However, what I certainly wouldn’t have anticipated is that the standout technology for this year’s campaign would turn out to be Zoom — the often-overlooked video conferencing application that gained immense popularity during the pandemic and continues to thrive thanks to countless remote workers joining meetings from their homes.

Originally, Zoom was not designed for grassroots political organizing. Yet, in recent weeks, it has emerged as an essential tool for Democrats aiming to support Vice President Kamala Harris’s campaign. High-profile Zoom rallies have attracted thousands of attendees, generated tens of millions of dollars in donations, and provided enthusiastic supporters with a straightforward and accessible way to engage in the political process.

“The energy and engagement that people are expressing about politics today is something I haven’t witnessed since the 2008 election,” noted Ross Morales Rocketto, the organizer behind a recent “White Dudes for Harris” call that attracted a staggering 60,000 participants and raised over $4 million.

I had the opportunity to listen to that call, which stretched nearly three and a half hours. It featured remarks from an array of prominent Democratic officials, activists, and celebrities. Notable attendees included actor Jeff Bridges, alongside Bradley Whitford from “The West Wing,” who humorously compared the lineup of speakers to a “rainbow of beige.” Besides this, I also watched replays of several other Zoom rallies that were later shared on YouTube.

What stands out about these meetings is their raw, unrefined atmosphere, which likely contributes to their widespread appeal. Many of the speakers forgo formal attire and scripted speeches; instead, they engage in spontaneous conversations via grainy webcams set up in their garages or home offices. The casual nature is often accentuated by subpar lighting and the occasional interruption from pets, making these events feel genuine and relatable to the average viewer.