Social media content creators invited to get media credentials to the DNC in Chicago this month
By Leah Clark
The Democratic National Convention Committee is inviting an unlikely group to cover the convention Aug. 19-22 in Chicago: social media influencers.
The DNCC announced in June that social media influencers and content creators could apply for media credentials to cover this year’s Democratic National Convention at the United Center. The decision is a first for the convention as the DNCC and Democratic Party take a new approach to reach voters ahead of the 2024 presidential election.
“Creators have revolutionized the way Americans consume information and content,” DNCC Director of Digital Strategy Cayana Mackey-Nance said. “Their innovations will continue to play a critical role in how the American people view not only this election cycle, but every election cycle moving forward.”
Content creators and social media influencers, similar to the traditional press corps, will be equipped with studios, workspaces, lounges, and full-time support from volunteers. They will have an opportunity to interview high-profile convention attendees and members of the Democratic Party. Creators also will have the option to remotely cover the convention through a digital creators lounge, which will provide them with exclusive clips and highlighted content.
The decision to open media credentials to content creators and social media influencers will help the party “meet people where they are,” according to a DNCC fact sheet.
Wooing Gen Z
This approach has been noticeable in recent weeks as the Democratic Party deals with President Joe Biden bowing out of the race and the rise of Vice President Kamala Harris as the Democratic nominee. Harris’ campaign made waves early by leaning into social media trends to attract Gen Z voters, including an Internet meme about her mother’s expression that young people behave as if they’ve just fallen off of a coconut tree.
Though she’s a bit skeptical about the strategy, the DNCC and Democratic Party’s appeal to Gen Z makes sense, said Jane Rhodes, a mass media historian and professor at the University of Illinois Chicago.
“The Democratic Party needs to reach out to young voters who are disconnected from the political process,” Rhodes said. “Younger people are primarily using social media. They don’t connect as much to legacy media and traditional news media.”
Content creators like Chris Mowrey agree and say their content makes politics accessible, which could bridge the gap between political institutions and younger voters.
“I think in this fractured environment, when you’re seeing people from different walks of life be able to come in, get media credentials, and cover [the convention] how they feel best is, like, really, really cool,” Mowrey said. “It’s good for all sides of the aisle, in my opinion.”
Mowrey first began posting videos about politics to social media in January 2023. Since then, the 23-year-old has amassed more than 350,000 TikTok followers and over 60,000 followers on X (formerly known as Twitter). He also gained the attention of big names in the political space. He was invited to film content at the Biden campaign’s Delaware headquarters earlier this year.
When DNCC media credentials for content creators opened, Mowrey says the then-Biden campaign invited him to apply.
Authenticity vs. quality
While Mowrey believes the DNCC’s decision will bring authenticity to the upcoming convention, some critics, like Rhodes, worry about the quality of their coverage.
“You have to question their accuracy…So many social media ‘journalists’ never get off the couch in their living room,” Rhodes said. “They do all of their reporting without actually being the eyes and ears of what’s going on, so I think hopefully consumers will be more judicious about who they follow.”
Michael A. Spikes, a professor at Northwestern University’s Medill School of Journalism, said he believes content creators will blur the lines of journalism in the minds of readers.
“I would argue [influencers] probably would have more of a propensity to share a ‘party line’ rather than bring a more critical and evaluative approach to their coverage of the convention,” Spikes said. “I would expect that more critical and evaluative approach to come from journalists.”
Despite critics, Mowrey said he believes allowing content creators access to the convention will be positive for the DNC.
“The American public is smart,” he said. ”My hope is that people will be able to see and weed out people who are not there for the right reasons.
“I think that you almost should trust that if people are not there for the right reasons, the right voices will prevail.”
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