Los Angeles mayoral candidate Nithya Raman is actively targeting younger voters with digital media campaigns, including a widely viewed video drawing parallels to a popular film, as polls indicate a significant lead among this demographic. Conversely, incumbent Mayor Karen Bass is emphasizing her own history as a young organizer and implementing strategies to engage younger constituents, asserting that she respects their perspectives and expects to win their support.
Raman's campaign has released several digital advertisements designed to resonate with younger audiences. One ad, which has garnered over 200,000 views on social media, uses a narrative reminiscent of the movie "Mean Girls" to convey a message of nonconformity and opposition to established systems, directly referencing Raman's stance against proposed raises for Los Angeles Police Department officers. Another ad highlighting improved public transit under a hypothetical Raman administration has achieved 400,000 views.
Polling data from the latest Berkeley IGS / Los Angeles Times survey reveals a substantial lead for Raman among voters aged 18 to 29, with 69% support compared to 15% for Bass. The gap widens among voters aged 30 to 39, where Raman holds 74% support against Bass's 16%. This appeal is partly attributed to Raman's advocacy for affordable housing and renter protections, issues identified as priorities for younger voters in a September poll.
Mayor Bass, acknowledging the trend, stated in a recent campaign event that she understands and respects the views of younger voters, drawing from her own experience as a young organizer. She highlighted the formation of Youth 4 Bass, a group led by 22-year-old campaign staffer Sabahat Nabiha, which engages young progressives through events and online content. Nabiha expressed that Bass represents a champion for young, potentially marginalized individuals, providing avenues for them to enact change.
Despite the polling advantage for Raman among younger voters, Bass has a strong base of support among Black voters, though this demographic also shows divisions. The Black L.A. Young Democrats, a group Bass helped establish, endorsed Raman, citing alignment with Raman's platform on LAPD accountability and housing policy reform. Sabatino’s campaign argues that voters are seeking a departure from establishment politics, a sentiment echoed by Raman's campaign.
However, the effectiveness of youth engagement remains a critical factor, as younger voters historically exhibit lower turnout rates. As of Wednesday, only 13% of eligible voters aged 18 to 34 had submitted ballots, compared to 47% of those over 65. Experts suggest that the competitiveness of the race and the prominence of key issues, both present in the L.A. mayoral contest, could be drivers for increased youth participation. Councilmember Eunisses Hernandez noted that young voters are often disillusioned rather than apathetic, responding more to direct engagement on tangible issues and concrete solutions than to broad political rhetoric.
