Time Magazine is reporting that former reality star Spencer Pratt's mayoral bid in Los Angeles is leveraging outrage, celebrity and AI-generated content, potentially aiding incumbent Mayor Karen Bass' re-election. The magazine said Pratt, a registered Republican, is employing a strategy reminiscent of Donald Trump's playbook, which Trump himself has endorsed.
Time reported that Pratt's campaign has gained traction in online circles, where he presents himself as an outsider. It noted that Pratt's viral videos, some appearing to be AI-generated, depict him as a hero battling Democratic elites, including a "Joker-styled Bass," and feature crude mockery. Pratt denies direct involvement in their creation but amplifies them. The magazine also highlighted Pratt's use of nicknames, such as "Mayor Basura," and corresponding merchandise, mirroring Trump's 2016 tactics.
According to Time, despite Bass' unpopularity due to her handling of wildfires, homelessness, immigration and crime, Pratt's candidacy could consolidate the Democratic vote around her. Emerson College polling cited by Time showed Bass' support rising from 20% to 30%, while Pratt's increased from 10% to 22%, and City Council member Nithya Raman's from 9% to 19%. The magazine pointed out that Trump's 74% disapproval rating in Los Angeles makes his endorsement of Pratt a potential liability for the reality star in a general election.
Time said Angelenos' top concerns are the economy (31%) and housing affordability (25%). Pratt, who lists his occupation as "community advocate" on the ballot, frames himself as an anti-establishment figure addressing these issues. He has likened his experience to Barack Obama's rise from community organizer. The magazine concluded that the race is unusual and will test the electorate's desire for change.