Spencer Pratt’s Controversial Campaign for Mayor of Los Angeles
Spencer Pratt appeared at Fox News headquarters, promoting his campaign for mayor of Los Angeles. Known for his past as a reality TV villain, Pratt uses the internet to gain supporters, creating AI videos that exaggerate his mayoral ambitions, such as battling current Mayor Karen Bass in lightsaber duels and portraying himself as Batman in a chaotic Los Angeles.
His campaign relies heavily on social media, harnessing freelance editors to craft viral snippets criticizing city leaders. He claims without evidence that “super meth” plagues Los Angeles and accuses officials of mishandling the Palisades Fire response.
He’s reaching the attention economy by echoing the combative style seen in fringe political forums and among Trump supporters,said Steve Bannon, a former adviser to President Trump.
Pratt, facing a “jungle primary” on June 2 against incumbent Bass and Nithya Raman, hopes to disrupt the usual political atmosphere. Polls place him and Raman closely matched, with Bass leading. Still, Pratt leverages TikTok to broadcast his dissatisfaction with city leadership and their response to the Pacific Palisades wildfires.
His tactics include unfounded claims that city leaders steal taxpayer money and label homeless individuals derogatorily. Promising to mass-arrest the homeless, Pratt targets online audiences familiar with right-wing influencers.
Joe Rogan’s endorsement underscores Pratt’s appeal to the manosphere, according to Dan Cassino, a government professor. Cassino notes the strategic targeting of young men, similar to Trump’s approach.
Mike Bonin, former LA Councilman, observes Pratt’s campaign evolution. Pratt’s existing social media following has amplified unconventional AI content supporting his candidacy. Influential figures like Elon Musk further extend the reach of his messages, with conservative voices adding support.
Winning the internet isn’t the same as winning an election, but it helps,Bonin explained.
He contrasts Pratt’s strategy with left-leaning politicians’ approaches, highlighting Pratt’s use of the well-organized right-wing media machine. The launch of outlets like the California Post also boosts Pratt’s narrative of a Los Angeles crisis.
Though his campaign did not comment, Pratt’s opponents criticize his focus on AI content, arguing it harms the Hollywood workforce. Raman dismissed Pratt’s tactics, while acknowledging their impact due to the city’s entertainment industry concerns.
Cassino suggests Pratt’s opponents should avoid trying to match his aggressive digital presence, which might appear inauthentic. Pratt’s language appeals to audiences fond of anti-establishment rhetoric, branding his critics harshly.
Steve Bannon, assessing Pratt’s campaign, bridges his reality TV past with a dramatic style, cautioning against over-reliance on AI-generated content. Despite his reputation, Los Angeles’ Democratic-leaning electorate poses a barrier if Pratt reaches a runoff.
While former President Trump hinted support, Pratt has distanced himself from overt MAGA associations, recognizing the nonpartisan nature of the mayoral race. Bannon endorses Pratt but acknowledges the precarious balance required to succeed politically in Los Angeles.