Mamdani: A Message the Democrats Need to Hear
12/08/25
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'ZOHRAN [MAMDANI] FOR MAYOR' POSTER IN NEW YORK, IMAGE: EDEN, JANINE AND JIM
Zohran Mamdani has performed a remarkable upset in New York City politics. In defeating Andrew Cuomo, he has sent a message to establishment Democrats that must be heeded. His use of social media and television demonstrated an authenticity that few other Democrats have achieved within the last decade and, in my view, provides an essential lesson for the National Party should they wish to avoid future electoral bloodbaths such as that of 2024. While his politics may be distinctly that of a New York progressive, his message and its delivery are essential for the Democrats to reconnect with their base and convince swing voters that they are indeed the ones who can make America great again.
Affordability. This single word forms the central pillar of Mamdani’s campaign. Bold, radical ideas such as government-owned grocery stores, free and improved bus services, and freezing rent increases on rent-stabilised properties all form part of his delivery plan. This message has resonated with New Yorkers who live in a city where it feels increasingly impossible to do so. On top of this, he has also proposed solutions to the often-hostile relationship between the police department and various communities across the city. While some critics may accuse him of wanting to abolish the New York Police Department, in reality, he wants to take a much more Blair-like approach by setting up a separate department to deal with wider societal “causes of crime” such as the mental health crisis and generational deprivation so that the police can spend more time doing the job of bringing criminals to justice. Τhese are only a couple of the areas Mamdani has provided radical policy proposals for. Still, while these policies (along with others like a $30 minimum wage) may be unacceptable to the electorates of other cities and states, they are perfect for the progressive residents of this coastal metropolis.
While Mamdani’s proposals are interesting in and of themselves, what is more engaging is his ability to tell a story that inspires people to vote for him and not merely against his opponents. Sometimes in politics, you come across people with whom you just connect. Mamdani is one of those people. His media strategy had an array of different strands that culminated in a genius tapestry.
MAMDANI DELIVERS A SPEECH, IMAGE: BINGJIEFU HE
Firstly, his use of TikTok allowed his campaign to connect directly with the individual voter. His videos were serious yet approachable, communicating information in an accessible and engaging way. He was also not afraid to make fun of himself, with his most popular video being one where he mentions that his team have told him not to move his hands as much, so he will be deliberately keeping them in his pockets.
The second, and arguably most important, strand of his media campaign was his presence on television. This content was a slightly longer-form version of what was previously mentioned, but the fact that he emphasised this form of communication at all marks a break from other young progressives. Often, this style of politician places all their emphasis on social media and connecting with a younger demographic. What Mamdani did so brilliantly in this campaign was that, while still energising a younger base, he ensured that he spent resources on reaching the older demographic, who are often more likely to vote.
Finally, it would be remiss of me not to mention the most pivotal media moment of the campaign. During a televised debate, Zohran Mamdani seemed to receive a gift directly from the electoral gods. Mamdani was able to utter four simple words to the formerly disgraced Governor Andrew Cuomo (his main opponent): “I am not you”. This, along with the following list of devastating criticisms, provided the single most impactful moment in the campaign that was plastered all over social media as well as cable news. His ability to clearly and concisely contrast himself against the epitome of establishment provided the cherry on the cake of an immensely effective communicative strategy.
So what does this mean for the National Party? The slaying of one of the biggest beasts of New York Democratic politics in the form of Andrew Cuomo should be sending reverberations throughout the entire Party. The democratic base is angry and wants to send a message to the leadership, whose incompetence has resulted in the nightmare of a second Trump administration. If this message is ignored, we can expect many more primary results like this in coming elections.
On a more practical level, the Party should be studying Mamdani’s campaign with extreme intensity. He managed to focus his campaign on practical, everyday issues New Yorkers faced without abandoning his views on other issues, such as the atrocities happening in Gaza or the challenges LGBTQ+ people face under Trump’s administration. He came across as both relatable and authentic to voters, allowing them to trust him and believe he represented a challenge to the establishment - a real change from the stale politics of old. Suppose the Democrats on a national level can adapt this strategy nationally and abandon their endless appeasement of the centre right of American politics. In that case, they may have a chance to ascend to power once again in Washington, D.C.
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