Minorities in the Lead: Collectivism and Self-Personalization in Alexandria Ocasio-Cortez’s Political Campaign Videos

Abstract

Alexandria Ocasio-Cortez, a representative of the 14th Congressional District for New York State in the United States, uses YouTube to share her political statements and to bolster her election campaign. These videos are tools to not only attract voters but also to brand and construct her identity as a female politician and a representative of the diverse NY-14 district. This article aims to elucidate the ways in which Alexandria Ocasio-Cortez's videos articulate collective racial, ethnic, and social class identities. Using defining features of tactical repertoires and collective action frame, the research findings show that the collectivism strategy helps to amplify the willpower of the people and construct an inclusive nuance through Ocasio-Cortez's campaign videos. In addition, the analysis also uncovers ways in which videos highlight her image as a female politician by using predominantly feminine traits while strategically using selfpersonalization. Further discussion is needed regarding the use of other political communication strategies to make a more inclusive political campaign that could lead to a more diverse representation in U.S politics.