In this episode of the Campaign Trend Podcast, Eric Wilson chats with Makena Kelly, senior writer at WIRED, to unpack one of the most intriguing dynamics shaping political behavior today: the rise of online fandom as a force in electoral politics. Drawing on her recent reporting about Zoran Mamdani’s New York City mayoral campaign, Makena explains how behaviors once reserved for pop stars and fictional universes are now showing up in the political arena – and why campaigns can’t afford to ignore it.
Makena begins by grounding the conversation in what online fandom actually is. It’s not just “people who like a politician,” she notes, but a participatory culture –one built on remixing, re-editing, clipping, and creating. Think fan cams, livestream reactions, Tumblr art, and viral edits. Those same instincts that fuel Swifties or K-pop fans are now shaping how young voters express enthusiasm for political figures.
What makes this moment different is the bottom-up nature of the content. Instead of campaigns trying to force viral moments, supporters are building their own narratives and aesthetics around the candidates they love. Makena points out that Mamdani's team didn’t chase trends or lean into gimmicks. They kept their messaging serious, consistent, and rooted in policy – and trusted creators to do the rest. That authenticity, combined with years of Mamdani moving through left-leaning creator circles, laid the foundation for a real fandom to emerge.
Eric and Makena also explore the practical implications. Fandom isn’t just about attention—it’s about community formation. When someone invests the time to make a fan cam, they’re likely to volunteer, bring friends, or show up to canvass. The creative output is the surface layer; the deeper value is the organizing energy it generates.
The conversation closes on a bigger question: does this trivialize politics? Makena argues the opposite. The content may be playful, but the engagement is serious. These online communities become real-world networks, often driving turnout and volunteerism more effectively than traditional tactics. Fandom, she suggests, isn’t a distraction from politics – it’s a gateway into it.