At the beginning of 2023, California Governor Gavin Newsom faced significant challenges, including devastating wildfires in Los Angeles, ongoing criticism from the White House, and backlash from his own party for aligning with conservative views on transgender athletes in women's sports. Additionally, the summer of 2021 saw him narrowly avoid a recall election, putting his political star power at risk. However, Newsom has since executed a remarkable reputational turnaround, utilizing viral social media tactics and parody merchandise to redefine his image and strengthen his political capital ahead of the upcoming midterms.
Experts noted that Newsom's transformation began with a significant rebranding of his official social media accounts. A senior official revealed to ABC News that a pivotal moment occurred on June 6, when the governor's team learned of President Biden's decision to federalize the National Guard in Los Angeles. This prompted a more assertive version of Newsom to emerge on social media. On June 10, his @GovPressOffice account shared a TikTok video, featuring a voiceover reminiscent of a Star Wars villain, parodying Trump’s announcement about federal troops. The post quickly garnered over 800,000 views.
The engagement didn’t stop there. That same day, Newsom posted an Instagram video responding to Trump’s derogatory nickname for him, "Newscum," with a humorous video set to Taylor Swift's song "You Need To Calm Down." This video achieved an impressive 11.3 million views, showcasing Newsom’s ability to resonate with younger audiences and engage in playful mockery.
Newsom’s online persona has embraced a series of jabs at Trump and his associates, coining terms like "Newsom Derangement Syndrome" and likening Trump advisor Stephen Miller to Voldemort. He has not shied away from targeting notable figures such as Kristi Noem, the Secretary of Homeland Security, and Vice President JD Vance. This approach has helped bolster his presence on social media, with his follower count on platforms like Instagram and Twitter growing significantly—his personal account, @GavinNewsom, now boasts over 11 million followers, with nearly half of them joining this year alone.
In a bold marketing move, Newsom launched a line of merchandise that reinterprets Trump’s slogan. Items like "Make America Gavin Again" hats and shirts with slogans such as "NEWSOM WAS RIGHT ABOUT EVERYTHING!" have added a layer of humor to his political brand. This shift in strategy has been described as a departure from the traditional Democratic approach of "when they go low, we go high," as noted by Parker Butler, a former director of Kamala Harris' campaign.
Newsom's approach includes launching a podcast titled This is Gavin Newsom, aimed at engaging with audiences that many in his party may overlook. His willingness to converse with controversial figures, including a notable interview with Charlie Kirk, has drawn significant attention, amassing 1.3 million views on YouTube. This strategy resonates particularly with younger voters, including Gen-Z activists like Olivia Julianna, who have shifted from skepticism to support as they recognize his readiness to take decisive action.
Newsom’s speechwriter, Jason Eliott, explained that the mockery serves a strategic purpose: it creates space for substantive policy discussions, such as Proposition 50. This ballot initiative seeks to redraw congressional districts to favor Democrats, potentially flipping several Republican seats in the upcoming midterms. With the sharpened tone of their messaging, Newsom's campaign has seen a surge in donations, highlighting the importance of capturing public attention to defend democratic values.
Political analysts, including Dan Schnur, recognize that Newsom's recent successes position him favorably for a potential presidential bid. As the governor of the largest state in the U.S. and a prominent critic of Trump, his visibility and fundraising capabilities make him a formidable contender in the upcoming political landscape. Every governor aims for presidential aspirations, and Newsom's strategic maneuvers have undoubtedly kept him in the spotlight as he prepares for future challenges.
In conclusion, Gavin Newsom's innovative approach to politics, characterized by a blend of humor, social media savvy, and substantive policy initiatives, sets a new precedent for Democratic strategies in the face of aggressive opposition. As he continues to navigate the complex political landscape, his efforts to redefine his image could have lasting implications for both California and national politics.
