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    How Social Media Videos Fueled Zohran Mamdani’s Success

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    As a millennial politician, Zohran Mamdani is a digital native, at ease on both sides of a camera and well versed in the slangy “terminally online” lingo of those with active social media accounts. He is also the son of an Oscar-nominated filmmaker, with a sharp eye for aesthetics and moving images.So it is perhaps not surprising that Mr. Mamdani’s campaign for mayor of New York City has relied heavily on engaging social media posts. But during the Democratic primary, his high-energy videos also inspired his supporters to create their own clips, which encouraged others to respond with even more videos. Before long, Mr. Mamdani, a 33-year-old assemblyman, was not just a politician. He was a vibe. He was a meme.Among the factors in Mr. Mamdani’s stunning lead in the primary last week was his ability to translate his campaign message about making New York City more affordable to TikTok and Instagram, where clips by and about him had been going viral for months.He was on the internet talk shows Subway Takes and Gaydar. The comedians Ilana Glazer, Marybeth Barone and Sarah Sherman made videos asking voters to rank Mr. Mamdani first on their primary ballots. There were clips that used N.B.A. highlights to explain his campaign. And a video in which he spelled his name, M-a-m-d-a-n-i, set to the track “Hollaback Girl” by Gwen Stefani. There was even a clip set to a Japanese pop song in the style of a “fansub,” a phenomenon that only the extremely online would understand.

    @zohranchan ZOHRAN KWAME MAMDANI FOR NYC MAYOR!! JUNE 14-JUNE 24!! •original creds to: zohran_fansubs on insta #nycmayor #mayorzohran #zohranmamdani #princess #girlypop #princessaesthetic #voting #senpai #mayor ♬ original sound – votezahrank The more Mr. Mamdani posted, the more people posted about him, and soon, whether or not you were following the New York City mayoral race, there were Mamdani videos in your feed.

    @astorwalk Replying to @ornerybeagle253 this my mayor #mamdani #zohranmamdani #newyorkmayor #gwenstefani #hollabackgirl #edit #foryou ♬ the name is MAMDANI – lester

    @ofromqueens please go out to the polls!! the election is so tight that your vote could be the one to help us take it home. resources are in my bio love you ❤️ #nyc #newyork #nyclife #ofromqueens #queensnyc #manhattannewyork #brooklynnyc #brooklyn #statenisland #zohranmamdani #andrewcuomo ♬ magic – Medasin & MAE.SUN

    @vivienmaskara3 GO OUT AND VOTE ZOHRAN @Zohran Mamdani #zohran #nyc #zohranmamdani #nycpoles #nycapartment ♬ original sound – Vivienmaskara

    @balkanbitch420 #zohranfornyc ♬ original sound – balkanbitch420

    @chinita.paisa Y’all better vote for Zohran today you know he had the green metro card, polls are open from 6AM-9PM. ✨��️ • • • #zohran #zohranmamdani #nycvotes #nycvoting #mayor #nycmayor #nycelections #elections2025 #newyorkertest #newyorkers #nychighschool ♬ New York – Album Version (Edited) – Ja Rule

    @fleuririva feel so free but only with him as mayor #zohranmamdani #newyorkcity #mayor #edit #edits #addisonrae ♬ original sound – m We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Mamdani, Trump and the End of the Old Politics

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      Mamdani, Trump and the End of the Old PoliticsThe MSNBC anchor — and native New Yorker — Chris Hayes considers what Democrats can learn from the mayoral primary.This is an edited transcript of an episode of “The Ezra Klein Show.” You can listen to the conversation by following or subscribing to the show on the NYT Audio app, Apple, Spotify, Amazon Music, YouTube, iHeartRadio or wherever you get your podcasts.The Democratic primary that just wrapped up in New York was a collision between two very different candidates on almost every level: ideologically, outsider versus insider and name recognition. But it was also a collision that I think matters, for much beyond New York City politics, of two very different theories of attention.Andrew Cuomo ran a campaign that was based on a tried-and-true strategy of buying attention. He had this gigantic super PAC with tens of millions of dollars purchasing all the advertising money can buy, absolutely dominating airwaves with negative ads about Zohran Mamdani.Archived clip: In his own words, Zohran Mamdani wants to defund the police.Archived clip: Zohran Mamdani is a 33-year-old dangerously inexperienced legislator who has passed just three bills.Archived clip: Zohran Mamdani, a risk New York can’t afford.And then you had Mamdani, who was running a campaign on a very different theory of attention, a theory of viral attention, a campaign built on these vertical videos that, if you opened Instagram, if you opened TikTok, and you were in any way connected to his ideas or to New York City, this was all you saw.Archived clip of Kareem Rahma: So what’s your take?Zohran Mamdani: That I should be the mayor.Archived clip of Mamdani: New York is suffering from a crisis, and it’s called halalflation.Archived clip of Mamdani: Did you know that Andrew Cuomo gutted the pensions for hundreds and thousands of New Yorkers?Archived clip of Mamdani: Mr. Cuomo, and furthermore, the name is Mamdani. M-A-M-D-A-N-I. You should learn how to say it.”Attention works differently now. This is one of the core political theses of this entire podcast. It is laced through so many of these episodes.You just watched these two incredibly different attentional strategies collide. Cuomo got flattened. He got flattened. It was not close.There are things you cannot learn about how to win elections in other places from an off-year June Democratic primary in New York City using rank-choice voting.But there are things you can learn about how attention works right now — and that’s in a large part the subject of this conversation.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Extremely Lifelike Dolls Cause a Frenzy in Brazil

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      A young woman posts a video that appears to show her holding her baby, Bento, and packing his bag for a trip to the hospital. She calls it “one of the busiest and scariest days for me.”She grabs onesies, a bottle and medical documents and tucks him in the back of a car. At the hospital, he is weighed and lies in a bed, where she removes his pacifier, bottle-feeds him and wipes a few drops of formula from his cheek.But this was not an actual medical emergency — it was role-playing by a content creator — and the baby was not a real baby. It was a shockingly lifelike doll, called a reborn doll, which is handcrafted to look and feel like a baby.The video, which received more than 16 million views on TikTok, is part of a social media craze that has turned into a cultural and political flashpoint in Brazil. Widely circulated videos show women taking the hyperrealistic dolls to the park in strollers, celebrating their birthdays with cake and songs, and simulating childbirth. (A select few even simulate the dolls’ having a nosebleed or potty training.)The YouTuber Gabi Matos with her collection of dolls in Campinas, Brazil, in May.Nelson Almeida/Agence France-Presse — Getty Images“The ones I like the most are the newborns,” said Juliana Drusz Magri, 36, who lives in Curitiba, the capital of the Brazilian state of Paraná, and works in human resources. She said she began collecting the dolls in 2018 and now has 22.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 88 Shares149 Views

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      The Major Supreme Court Decisions in 2025

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      <!–> [–><!–> –><!–> [–> <!–> –><!–> [–><!–> –><!–> [–><!–> –><!–> [–><!–> –><!–> [!–> <!–> –><!–> –>Police Use of Excessive Force<!–> –><!–> [!–> Barnes v. Felix <!–> –> <!–> –> <!–> –> <!–> –><!–> [!–> 9-0 ruling on May 15 <!–> –> <!–> –><!–> [!–> <!–> Liberal bloc Sotomayor Jackson Kagan Conservative bloc Roberts Kavanaugh Barrett […] More

    • 138 Shares119 Views

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      TikTok, Facing a U.S. Ban, Tells Advertisers: We’re Here and Confident

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      The company’s executives tried to reassure potential advertisers about the app’s future in the United States without directly addressing a looming ban under a federal law.“TikTok is here — we are here,” Khartoon Weiss, the company’s vice president of global business solutions, told a packed warehouse of advertisers on Tuesday in Manhattan.“We are absolutely confident in our platform and confident in the future of this platform,” she declared.That statement was the closest TikTok advertising executives got to addressing the app’s uncertain fate in the United States in the company’s annual spring pitch to marketers. Under a federal law and executive order, the app is set to be banned in the country next month if the Chinese owner of the company, ByteDance, does not sell it.Hundreds of representatives from companies like L’Oreal and Unilever and various ad agencies scrambled to find seats for an event hosted by the comedian Hasan Minhaj that heavily emphasized TikTok’s role as a cultural juggernaut.TikTok was more than a video platform, Mr. Minhaj told the crowd. TikTok was “the cultural moments you talk about at work, the jokes you talk about in your group chat, the language you use in your everyday life,” he said.The tone of the event marked a departure from TikTok’s presentation a year ago, when the company was smarting from the federal law that promised to ban the app in the United States because of national security concerns related to the company’s Chinese ownership. Last year’s pitch started with one of TikTok’s top executives telling roughly 300 attendees that the company would fight the law in court and prevail and was “not backing down.”We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 100 Shares129 Views

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      Why We Let Fads Dictate What We Eat

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      For a few weeks last fall, I was eating a deflated rectangle made of cottage cheese, eggs and shredded Cheddar every day for lunch. When this unholy concoction first came out of the oven, it would seem so fluffy and filled with promise; warm and buttery yellow. By the time this egg bake made it to my plate, it fell into a sad lump. It always tasted fine; I’ve had much worse. But it’s certainly not what I would have chosen to eat regularly if I had not listened to the siren song of #proteinfluencers.Protein has been the hot macronutrient for a while now. Longtime readers may recall that I gently mocked my husband for his protein obsession back in 2023. He had been listening to health podcasts and social media posts, and various protein powders made their way into our pantry. In the two years since I wrote that piece, protein has become even more ubiquitous. This month, The Wall Street Journal noted that “In the year to Feb. 22, the fastest-growing grocery items were those with the most protein per serving — 25 grams or more, according to NielsenIQ data.” The extended Kardashian clan, who never met a trend they couldn’t capitalize on, is in the mix. Khloe Kardashian just announced a new line of protein popcorn called Khloud.Protein-forward diets are easy to market because they appeal to both men and women. Dieting in general is female coded, but men can focus on protein without feeling emasculated because body builders do it, and it comes in the form of literal red meat (hello beef tallow, my old friend) and gym-rat powders.In general, I try to eat in a way that makes me feel physically and mentally good. I thought that I had grown beyond fads and that I could not be swayed. I try to resist outside influences because I was raised on a steady diet of teen magazines and “America’s Next Top Model” and the fiction that celery is a negative calorie food. I don’t need to flood my brain with any more self-loathing nonsense.Still, I don’t want to be ignorant of ways to keep myself fully functional. I turned 43 this year. I’m competitive about my athletic prowess. I’m trying to get my fastest mile run under 7 minutes. I have been reading about how muscle mass starts to decline in your 30s — especially for women — and consuming enough protein is essential for building new muscle.I’m also not immune to social media, in part because it’s my job to analyze what is popular and how trends are sold to a captive audience. But I am also part of the audience.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Shein and Temu Will be Hit by Trump’s China Tariffs. Americans Are Worried.

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      The Trump administration’s plan to add steep fees to packages from China will deal a blow to Temu, Shein and some TikTok Shop sellers, worrying American consumers.Tamika Johnson, a 44-year-old in Chicago, posted videos to TikTok this month about her orders from Shein, the Chinese e-commerce giant. She was nervous about potential delivery delays in the face of upcoming tariffs.Her 213,000 followers chimed in as she shared status updates on her purchases of clothing and suitcases, detailing their own plans for last-minute orders and sharing concerns about their shipments.“People are very worried,” Ms. Johnson, who posts to TikTok under the handle @TammyTheBlackPrepper, said in an interview. “I’m trying to stock up on clothes now and the things that I need.”Ms. Johnson is one of many American consumers who have been posting anxiously to TikTok and Reddit about a coming Trump administration-induced change for the Chinese e-commerce companies Shein and Temu, which sell inexpensive items like $8 dresses and $14 wagons. Starting on May 2, the Trump administration is poised to end a trade loophole that enabled the delivery of ultra low-cost goods from Chinese factories straight to Americans’ doorsteps without being subject to duties. That will add steep new fees to packages from Shein and Temu.At least some sellers on TikTok Shop, the popular app’s growing marketplace, and AliExpress, another Chinese e-commerce site, will also take a hit.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 125 Shares109 Views

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      How Trump Could Make Larry Ellison the Next Media Mogul

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      For decades, Larry Ellison reveled in being the Silicon Valley executive who really knew how to have a good time. He spent as much as $200 million building a Japanese-inspired imperial villa near Palo Alto, Calif., bought the sixth-largest Hawaiian island and dated and married and divorced with never-ending zeal.Few paid much attention to exactly what his database company, Oracle, did. Sometimes, neither did Mr. Ellison. He did not show up for his keynote talk at Oracle’s annual convention in San Francisco in 2013 because he was on his yacht trying to win the America’s Cup, which he did. A biography about him was titled, “The Difference Between God and Larry Ellison: God Doesn’t Think He’s Larry Ellison.”With a fortune of $175 billion, there is not much left for Mr. Ellison to buy that would seriously dent his wallet. He broke a Florida record in 2022 when he purchased a 22-acre estate near Palm Beach — but at $173 million, the price was one-tenth of 1 percent of his wealth. He invested $1 billion in Elon Musk’s takeover of Twitter that same year because, he said at the time, “it would be lots of fun.”Now 80 years old and married for the fifth or possibly the sixth time, Mr. Ellison is expanding his ambitions beyond having fun and surrounding himself with beautiful things. Following a path laid down by his friend Mr. Musk, who has at least six companies that feed off one another, Mr. Ellison also appears to be planning to grow his corporate empire.Oracle keeps emerging as a possible bidder for TikTok, the wildly popular video app that Congress has decreed needs to divest itself of its ownership by the Chinese internet company ByteDance or be banned in the United States. On Wednesday, President Trump plans to meet with top White House officials to discuss a new ownership structure for the app. The deadline for a deal is Saturday, though TikTok deadlines have come and gone before.Oracle almost became a minority owner of TikTok’s U.S. operations in 2020, along with Walmart, when concerns about the app’s data security ran rampant. A deal was negotiated where Oracle started storing the data of U.S. users on its cloud. Oracle would also own 12.5 percent of a new company, TikTok Global. The latter part, like many TikTok deals, never happened.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 138 Shares189 Views

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      Trump Set to Meet With Top Aides to Decide TikTok’s Fate

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      President Trump plans to meet with top White House officials on Wednesday to discuss a proposal that could secure TikTok’s future in the United States, two people familiar with the plans said.Mr. Trump will consider a proposal for a new ownership structure for the popular video app, which is owned by the Chinese internet giant ByteDance. Lawmakers and other U.S. officials have argued that the app’s ties to China raise national security concerns, and a federal law that was passed last year requires TikTok to change its ownership or face a ban in the United States. The latest deadline for that ban is Saturday.The meeting is set to include Vice President JD Vance, whom Mr. Trump tapped to find an arrangement to save the popular app early in February, and other top officials, the two people said on the condition of anonymity. The new ownership structure, they said, could include Blackstone, the private equity giant, and Oracle, the technology company.The meeting is another twist in the long national saga of TikTok, which surged in popularity in the United States despite sustained and deep scrutiny in Washington and state capitals. Mr. Trump, who made repeated assurances that he wants to save the app, extended the deadline for a deal in January and suggested that he might do so again if a suitable plan was not reached by early this month.TikTok did not immediately return a request for comment.It is not clear that the kind of deal under discussion would comply with the law, which calls for no more than 20 percent of TikTok or its parent company to be owned by people or companies in so-called foreign adversary countries, a list that includes China.The law also bars a new entity from working with ByteDance to operate its video-recommendation technology or creating a data-sharing agreement.Mr. Trump suggested last week that he might relax upcoming tariffs on China in exchange for the country’s support of a deal.TikTok has maintained that it is not for sale, in part, it says, because the Chinese government would block a deal. More