Spencer Pratt’s Digital Strategy: The Quest for Los Angeles Mayoralty
Spencer Pratt, once known as a reality TV villain, is now embracing the digital age in his quest to become the mayor of Los Angeles. Through a colorful and sometimes controversial online presence, Pratt is leveraging social media and artificial intelligence to reach voters.
Pratt’s campaign has utilized a range of digital tactics, including AI-generated videos showing him in fantastical scenarios. These include faux lightsaber battles with current Mayor Karen Bass and portrayals of him as Batman rescuing a burning city, Los Angeles. His team has also recruited freelance editors to create social media clips critiquing city officials and pushing narratives about issues like “super meth” and wildfire responses.
Steve Bannon, former adviser to President Trump, remarked on Pratt’s approach: “He’s probably the most Trumpian candidate we’ve ever seen in terms of house style.” Pratt’s strategy appeals to those who may be disenchanted with traditional politics, much like Trump’s approach in 2016.
This June, Pratt, a Republican, will compete in Los Angeles’s nonpartisan “jungle primary” against Democratic incumbent Bass and council member Nithya Raman. Despite polling behind Bass, Pratt’s online tactics aim to disrupt the race.
Pratt has taken to TikTok to criticize Bass’s handling of the Pacific Palisades wildfires, accusing her of neglect. He has painted a dire picture of the city, describing it as plagued by fires, homelessness, and crime, resonating with right-wing influencers.
Despite his bold online presence, Pratt faces significant hurdles. Los Angeles’s voter registration statistics show Democrats heavily outnumber Republicans. Moreover, Pratt’s use of AI-generated content has sparked criticism, with some seeing it as trivializing serious issues.
Former City Councilman Mike Bonin notes, “Winning the internet is not the same thing as winning the election, but it can help.” He highlights how Pratt’s campaign benefits from the amplification provided by conservative media networks.
Although Joe Rogan has endorsed Pratt, indicating his appeal in certain circles, the candidate has attempted to distance himself from the broader MAGA movement, maintaining a nonpartisan stance in the mayoral race.
Pratt’s campaign did not respond to interview requests, while Raman criticized his reliance on AI, stating, “Our videos are made by working film and television professionals who believe Los Angeles can be better.”
The path ahead for Pratt is uncertain, but his digital-first approach marks a new era in local politics as he navigates the complex landscape of Los Angeles’s electorate.
