West LA Times

A recent study by the UCLA Center for Scholars & Storytellers reveals significant insights into the political inclinations of Generation Z, particularly in relation to Vice President Kamala Harris. The study indicates that media consumption is playing a pivotal role in shaping their political views and likelihood to vote.

The research surveyed 1,653 participants aged 16-40 in August 2024, reflecting U.S. Census demographics in terms of race and gender. It found that nearly half of Gen Z respondents were not motivated to vote before Harris' nomination, but one-third of this group is now inclined to support her candidacy.

"Youth are increasingly getting news from TikTok, reporting social media as the most authentic form of media," said Yalda Uhls, founder and CEO of the center and co-author of the study. "Our data shows that young people are very engaged with what’s happening in the political sphere around them."

The study highlights that more than half (56.4%) of Gen Z respondents stay well-informed about news or community-related information, whereas only 16% do not follow news at all. Among those who stay informed, 57% expressed interest in voting for Harris, compared to 70% of uninformed respondents who are unsure or unlikely to vote for her.

Despite Republican claims labeling Harris as a diversity hire, young people's support appears rooted in her campaign's substance rather than her identity. "Contrary to Republican messaging about Kamala Harris being a DEI hire, young people seem more excited about her candidacy because of the tone and substance of her campaign rather than because of her race, ethnicity or gender," stated Alisha Hines, director of research at the center and lead author of the study.

Interestingly, identity politics may be waning among Gen Z voters; 82.7% cited reasons other than Harris’ racial or gender identity for their support. Furthermore, a notable portion (77.7%) of Black Gen Z respondents expressed confidence in the political system—a stark contrast to older generations' sentiments.

"For young people today who grew up seeing Barack Obama in the White House, diversity is the norm," said Uhls. "These findings indicate a shift away from identity politics towards an era potentially marked by collaboration and consensus across party lines."

Results also showed an increase in diversity within party affiliations among younger Black Americans compared to older generations.

This report forms part of UCLA's regular “Teen Snapshot” series aimed at capturing young people's responses to current events.