Project Coconut is a go. 

As Kamala Harris races to beat Donald Trump in the upcoming election, her campaign is leaning into memes, Gen Z humor and pop singer Charli XCX’s newest album, “Brat.” 

Can memes turn into votes? University of Michigan School of Information assistant professor Chelsea Peterson-Salahuddin, an expert in media and communication, says the answer depends on whether or not the Harris campaign can transform this energy into mobilization. 

“It's really about people not just being in a moment and sharing funny memes, but actually moving from memes to networking to mobilization to on-the-ground action,” she says. 

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Read “Kamala Harris Will Try Turning Coconut and 'Brat' Memes Into Votes” on Bloomberg. 

Learn more about Chelsea Peterson-Salahuddin by visiting her UMSI faculty profile.