Is Gavin Newsom’s anti-Trump social media campaign working? | BBC Americast

Key Concepts:

• "Going dark woke": A media strategy employed by Gavin Newsom to counter Donald Trump's influence.
• Social media engagement: Utilizing platforms like X to reach a broader audience and challenge political opponents.
• Satire and parody: Employing humor and imitation to critique and undermine political figures.
• MAGA base: The "Make America Great Again" supporters of Donald Trump.
• Populist message: Appealing to the concerns and interests of ordinary people.
• Alternative media: Non-traditional news outlets, such as podcasts and social media channels.
• "Donald Trump exception": The unique ability of Donald Trump to avoid criticism and maintain support despite controversial actions.

Gavin Newsom's Strategy: "Going Dark Woke"

• The Approach: Gavin Newsom, the California Governor, is employing a strategy dubbed "going dark woke" to directly challenge Donald Trump. This involves using social media in a similar style to Trump, including memes, parody, and direct engagement.
• Examples:
  • Sharing AI-generated images of himself as a musclebound hero or with his face on Mount Rushmore.
  • His press office sharing a meme showing Newsom on the cover of Time magazine with the caption "Long Live the King," parodying Trump's style.
  • Using all caps in social media posts, mimicking Trump's style on Truth Social.
• Rationale: Newsom's team aims to gain visibility, engage a broader audience, and demonstrate that they can "take a joke" and not be overly serious.
• Election Rigging Response Act: Newsom signed this act in response to Republican plans to redraw the political map in Texas, stating, "We have got to meet fire with fire."

Potential Benefits and Drawbacks

• Benefits:
  • Increased visibility and engagement on social media.
  • Appealing to voters who appreciate a less serious and more relatable political figure.
  • Potentially undermining Trump's unique appeal by mimicking his tactics.
• Drawbacks:
  • Alienating voters who find Trump's social media behavior distasteful.
  • Risking appearing superficial or lacking in substance.
  • Potentially failing to win over the MAGA base, who are unlikely to support Newsom.
  • Satire is difficult and can backfire, making the politician look smaller by comparison.

The Importance of Substance and Policy

• Beyond Social Media: The discussion emphasizes that social media strategy is only effective if there is substance behind it.
• Kamala Harris Example: Kamala Harris's social media efforts in 2024 were seen as "light in terms of ideas and policy," which undermined their impact.
• Trump's Clarity: Regardless of whether people agree with Trump's ideas, they are generally clear and well-defined, which contributes to his effectiveness.
• Newsom's Challenge: Newsom needs to ensure that his social media efforts are backed by clear policy positions and a compelling message.

The "Threat to Democracy" Argument

• Past Performance: The argument that "Trump is a threat to democracy" did not resonate as strongly in the past as issues like the economy or immigration.
• Risk for Newsom: Newsom risks alienating moderate voters if he relies too heavily on this argument.

Newsom's Evolving Strategy

• Early Approach: Newsom initially pursued a strategy of conciliation and working with Trump, even meeting him on the tarmac to discuss cooperation after fire damage in Los Angeles.
• Shift to the Left: Newsom shifted to a more critical stance after Trump's intervention in California with the National Guard, leading to his current social media strategy.
• Criticism: Newsom has faced criticism for using his social media to engage in mockery rather than informing the public about important issues.
• Newsom's Defense: Newsom argues that his social media activity is intended to draw attention to Trump's problematic online behavior.

The "Donald Trump Exception"

• Unreplicable: No other politician can replicate Trump's ability to get away with outrageous behavior on social media.
• Trump's Appeal: Trump's behavior is seen as part of his unique appeal, while other politicians would be criticized for similar actions.

Reaching Across the Aisle

• Newsom's Podcast: Newsom faced criticism for inviting conservatives like Steve Bannon and Charlie Kirk onto his podcast, as it appeared he was being too "chummy" with them.
• The Key: Potential Democratic challengers need to find ways to engage with right-wing media and voters without alienating their base.
• Joe Rogan Example: The ability to have a persuasive and engaging conversation on platforms like Joe Rogan's podcast is seen as crucial for reaching a broader audience.

Alternative Strategies

• Thoughtful Conversation: There is an opportunity for Democrats to offer a "breather" from the constant anger and negativity of social media by engaging in thoughtful, discursive conversations.
• Unexplored Territory: No one has yet figured out how to effectively implement this strategy.

Conclusion

Gavin Newsom's "going dark woke" strategy is a bold attempt to challenge Donald Trump on his own terms. However, its success depends on Newsom's ability to back up his social media activity with clear policy positions, a compelling message, and an understanding of the nuances of engaging with different voter groups. The discussion highlights the importance of substance over style and the need for Democrats to find new ways to connect with voters in an increasingly polarized media landscape.