In an election season already brimming with internet-fueled moments and meme-worthy events, the intersection of politics and online celebrity takes another intriguing turn. This year, for the first time, a professional influencer is vying for a Senate seat, adding a new layer to the political landscape.
The Utah Senate race 2024 has gained attention following Mitt Romney’s announcement last year that he would not seek reelection in 2024. Stepping into the spotlight is Caroline Gleich, a professional ski mountaineer and content creator with a substantial following on Instagram. Despite her dynamic background and passionate following, Gleich faces formidable odds against her Republican opponent, John Curtis, currently a US Representative for Utah’s third district. According to The Hill, Curtis is virtually guaranteed to win in November, with predictions giving him a more than 99 percent chance of victory. Utah has not had a Democratic Senator since 1977, adding to the challenge Gleich faces.
Caroline Gleich, 38, is renowned among her more than 220,000 Instagram followers for her climate activism and mountain-climbing adventures, which have seen her tackle ski slopes from Argentina to the summit of Mount Everest. Her entry into the political arena began after she participated in a training course organized by a state-level group dedicated to encouraging more Utah women to run for office. A chance encounter with a campaign management firm led to her being approached to run for Romney’s seat earlier this year. “Initially, when I got the email, I was a bit hesitant,” she revealed in an interview. “But the more I thought about it, the more I realized that the time is now, that we can’t wait for other people to step up and be the leaders that we want to see.”
Juliet Carlisle, a political science scholar at the University of Utah, underscores the importance of such candidacies, even in the face of likely defeat. “Sometimes even if they’re going to lose, having a candidate to demonstrate to the opposition party that they also have to listen to their preferences is important,” Carlisle explains. “The influence of a young Democratic candidate can make [Curtis] aware of what the vibe in Utah politics is among the younger generation.”
Influencers have long been a part of the political landscape, though typically they are enlisted by established politicians to endorse them or promote specific policies to their followers. For instance, former President Trump has been making videos with YouTuber Jake Paul, while senators have been engaging influencers to help push legislation in addition to relying on traditional media. The White House has also utilized influencers to promote Covid-19 vaccine information. However, President Biden has faced challenges in courting content creators for his now-aborted reelection campaign. Some influencers who supported him in 2020 declined to do so for the 2024 cycle, while others encountered backlash from fans critical of the administration.
In contrast, Vice President Kamala Harris has enjoyed significant organic support online from influencers and celebrities, highlighting a divide in the types of candidates who can genuinely connect with the vibrant, and often chaotic, energy of the internet.
Caroline Gleich’s campaign represents a novel fusion of digital influence and political ambition. While her chances of winning may be slim, her candidacy serves as a reminder of the evolving role of influencers in shaping political discourse and the increasing importance of addressing the preferences and concerns of younger generations. The Caroline Gleich polls are being closely watched as her campaign progresses, reflecting the unique dynamics at play in the Utah Senate race 2024.
