Spencer Pratt has taken his bid to become the mayor of Los Angeles online, using highly unconventional tactics. His campaign leverages artificial intelligence videos, social media clips, and fiery rhetoric aimed at the city’s leadership. Pratt’s digital strategy includes outlandish AI videos, portraying him in actions such as lightsaber duels and dramatic heroics, enhancing his visibility and challenging current officials like Mayor Karen Bass.
Known for his role on the reality show “The Hills,” Pratt effectively employs the attention-driven style of politics seen in online forums. Steve Bannon, former adviser to President Trump, acknowledges Pratt’s striking resemblance to Trump’s combative political style. Bannon points out this approach attracts individuals typically uninterested in politics.
Pratt’s candidacy faces a competitive landscape. Voters will participate in a nonpartisan primary, where Pratt, a Republican, will contend with Democratic incumbent Bass and progressive council member Nithya Raman. If no candidate secures over 50% of the vote, the top two contenders will proceed to a runoff. Current polls indicate a close race between Pratt and Raman, with Bass leading comfortably.
Despite long odds, Pratt uses his digital presence to shake up Los Angeles politics. His TikTok videos criticize Bass’s handling of the Pacific Palisades wildfires. He accuses city leaders of mismanaging resources, using strong language to describe Los Angeles as a city plagued by issues like homelessness and crime. Pratt claims, without evidence, that socialist policies are financially draining the city.
Pratt’s endorsement by Joe Rogan emphasizes his appeal in certain online circles, particularly among young men. Political analyst Dan Cassino notes that targeting this audience mimics Trump’s approach in attracting young male voters. Pratt uses platforms like TikTok to denounce city challenges, while also facing criticism for embracing AI-generated content that could impact local entertainment jobs.
“Winning the internet is not the same thing as winning an election, but it can help,”
remarks former Los Angeles City Councilman Mike Bonin. He compares Pratt’s campaign to those successfully engaging with digital audiences, such as Kenneth Mejia’s campaign, which creatively used social media. Unlike left-leaning candidates, Pratt benefits from a robust right-wing online network that effectively amplifies his messaging.
Raman criticizes Pratt’s use of AI content given its potential threat to Hollywood jobs. His AI-driven approach contrasts with Raman’s focus on employing media professionals. Meanwhile, Bannon acknowledges the double-edged nature of Pratt’s digital tactics, warning that overreliance on AI content risks overshadowing the seriousness of the election.
The demographic challenge remains significant for Pratt; Democrats heavily outnumber Republicans in Los Angeles. Recently signaled support from Trump was not prominently highlighted by Pratt, reflecting his attempts to maintain distance from the broader MAGA movement, despite the nonpartisan nature of the mayoral race.
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