The media of course is the major driving force. But I'm going to be honest, surely the average person in the USA simply forgets that Kamala exists on the day to day right? I always forgot about Pence, Biden before him, and occasionally he would be in a news story or mentioned around the election and otherwise they disappeared.

Kamala couldn't win the primary last time, despite still being exactly the same useless whore she is at this point. But this time they were able to skip the primary entirely and have her be the candidate/nominee and it reminded everyone that she exists.

It also reminded all the women that she exists, and now they have a woman candidate to rally behind that would have been entirely impossible without these circumstances. The women are stupid and short-term thinkers (sorry women) so they suddenly realize she is there and they get to vote for a women, so it enhances her popularity naturally.

This is all my thoughts on it, I don't think it is entirely media-driven because women rally behind other women regardless of what the women in question do.