Rebranding advice is plentiful, if conflicting. James Carville thinks Democrats should just get out of the way and let Trump self-destruct (a strategy that might work for the midterms, but eventually a party has to stand for something). Meanwhile, David Hogg, the new vice chair of the Democratic National Committee, wants to spend millions purging the party’s incumbent geriatrics — a bold move that could sabotage a promising election night.
At least Hogg (who wants to replace the domesticated oldsters with more combative young progressives) is tapping into the zeitgeist. His scheme channels the inevitable “appeal to the youth” phase of an identity crisis — for the same reasons divorced dads buy convertibles. Americans, in general, tend to prioritize style over substance, especially when we’re spiraling.
The latest fad — which overlaps with some of Hogg’s goals — is the “dark woke” aesthetic (a fancy term for progressive politics dressed up in an edgy, confrontational style). The problem? Anyone who remembers that cringe TikTok video Dems put out back in March is aware that nothing screams “desperation” like an over-the-top attempt at relevance.
Because yes, the Democratic brand is cooked. Worse: It’s lame. People used to think the party was cool (or at least cool-adjacent). They had Barack Obama, George Clooney and a monopoly on cultural capital. Now they have the burden of being the “adult” party (and not the naughty kind). Adults pay taxes and send follow-up emails.
Democrats, amazingly, have become the hall monitors of American politics. And what do they have to show for taking on this responsibility?
Meanwhile, the GOP — formerly the domain of Dockers dads, pious prudes and Young Republicans — pulled off the unthinkable. They became the chaos agents. The punk rockers. The party of middle fingers. The reversal has been astonishing.
It’s no surprise that Democrats want to reclaim this low ground. They didn’t get into politics to be the spreadsheet managers of the republic. They wanted to wear sunglasses indoors and quote Aaron Sorkin dialogue in real life. They imagined themselves as the effortlessly cool John F. Kennedy, with that tousled movie-star hair, poolside tanned skin and those classic Ray-Bans that always made him look like he just walked out of a GQ shoot.
The problem? Cool doesn’t work when it’s forced. Ask any middle schooler (I’ve got two). When today’s Democrats lean too far into their edgy side, it doesn’t look like an organic vibe shift — it looks like panic in skinny jeans. “We’re raw now! We clap back! We vibe with Gen Z!” Yeah, sure. Right after the PAC luncheon and before the panel discussion on infrastructure reform.
Which brings us back to Hogg and his crusade to boot the boomers. In theory, replacing career politicians with meme-fluent progressives sounds refreshing. In practice, dumping millions of dollars to primary your own team is a) unlikely to actually happen and b) colossally stupid.
Let me be clear: Democrats should resist the temptation to attack their own incumbents and avoid cheap gimmicks overtly designed to be perceived as young or cool.
So what should Democrats do?
First, recognize that the top of the ticket is everything, and that choice won’t be made until 2028. The next Democratic presidential nominee will define the party’s brand. In the meantime, no one knows or cares if the assistant deputy whip is chic or if the ranking Democratic representative on the Armed Services Committee has a great social media presence.
What is more, while parties can try to select a certain type of standard bearer, the track record ain’t great. If the GOP establishment had their way in 2016, we’d have seen a ticket pairing a 45-year-old Cuban American male with a 44-year-old Indian American female. But there’s a reason you never saw any “Rubio/Haley” bumper stickers. GOP primary voters had other ideas about that “brand” identity, and — putting aside the chaos and authoritarianism — it sort of worked (at least, electorally).
Second — something you can control — prioritize doing your job and helping everyday people. Demonstrate authenticity and passion.
Talk like you mean it. Sen. Bernie Sanders (I-Vt.) does that. Rep. Alexandria Ocasio-Cortez (D-N.Y.) does too. Not because they’re trying to be cool — but because they aren’t. They show up, say what they believe, and don’t fake it.
Do stuff that matters. Sen. Chris Van Hollen (D-Md.) just provided an example of that. Not exactly the hippest guy in the room — but he recently flew to El Salvador to meet with Kilmar Abrego Garcia, the man wrongfully deported under Trump and detained in a Salvadoran prison.
Van Hollen didn’t just show up for the cameras. He showed up because it mattered (for Garcia and for anyone who cares about due process and the rule of law). And honestly? That’s kind of cool.
Because when chips are down, authenticity, passion and substance are the only things that really matter. Get those right, and people might think: “Huh. They’re not trying to be cool. Maybe that means they are.”
And if not? At least you’re not the guy rapping about climate change through a TikTok filter while democracy collapses behind you."
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Source:NBC News with a look at DNC Vice Chairman David Hogg. Someone needs to remind Mr. Hogg that that the DNC is not a high school & he's not the Vice Chairman of DNC High Student Senate. |
From Matt Lewis
I think Matt Lewis made his point here when he said: "Meanwhile, the GOP — formerly the domain of Dockers dads, pious prudes and Young Republicans — pulled off the unthinkable. They became the chaos agents. The punk rockers. The party of middle fingers. The reversal has been astonishing."
Whoever your "hipster hero" is, whether it's George Clooney, (if you are a Gen-Xer like myself and Matt Lewis) perhaps Brad Pitt for my generation... maybe Bruce Willis or Sam Jackson for the Boomers.. or whoever that person might be and from whatever generation, people who are "cool"... are just that. They don't have to tell people that, they don't have to act that way, because they just are. They're genuine articles when it comes to "coolness".
I think especially in politics and government when someone tries to look or seem "cool'... to "go viral" on social media, they look like the 45-50 year old dad, who has 3 kids, who is bored with himself and his life, so he decides the way to "fix his life" is to:
grow a goatee,
wear their heir back with an entire bottle of gel, everyday
speaks exclusively in pop culture references and catch phrases
is always seen staring at his phone and with a coffee cup, etc... they don't look real. They look like someone who is suffering through a middle age, pop culture crisis. They look like they're trying to be something that they're not.
As Matt Lewis also said as well: "Rebranding advice is plentiful, if conflicting. James Carville thinks Democrats should just get out of the way and let Trump self-destruct (a strategy that might work for the midterms, but eventually a party has to stand for something)."
The next Democratic leader, will be their 2028 presidential nominee, or even presumptive nominee, whether they're headed to the nomination, but don't have enough delegates to make that official, or already have the nomination And if that person is a successful politician, running a good campaign, etc, that campaign will go a long way in deciding what the Democratic Party is going to look like politically and culturally 3 years from now.
Until 2028, whether it's considered "cool" or not, (especially by the Millennials and Gen-Zers) the job of the Democratic Party is to be the adults in the room. Not to become the issue themselves and remind voters why they didn't like them in 2024. They didn't like them in 2024, because Democrats were seen as out-of-touch, with everyday, hardworking Americans. And if anything were seen as too friendly with pop culture and let pop culture do their political work for them, instead of the politicians themselves. The Kamala Harris campaign is the perfect example of my last point.
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