Skip to content
Search

Latest Stories

Top Stories

The future of political messaging in Republican primaries

The future of political messaging in Republican primaries
Getty Images

Katz is a visiting lecturer in sociology at the University of Pittsburgh. Katz's research interest is the relationships between politics and media, specifically how political processes and movements shape the creation of media. Nathan is also a member of the Scholars Strategy Network.

Images used in political advertisements and campaign finance law impact campaign communications. With the creation of Super PACs, candidates have developed unofficial wings, where they can put more money into creating advertisements with less accountability. My research looks at advertisement content as a form of impression management-where candidates and Super PACs shape images that not only reflect their values, but also those of who they see as their potential voters. They too, engage in a shared impression management, helping to create what I call “performance types,” character archetypes that shape the different types of performances and impressions seen in political advertisements.


Political advertisements are also shaped by their sociological context. The social and political conditions of the world during any given election will influence the nature of political advertising both in terms of production and content. Therefore, the “performance types” are not simply a reflection of the values of candidates, but also a reflection of the symbols and ideas that they believe their voting base wishes to see. As a result, they can be seen as a reflection of an attempt to parse out how the party’s political values are characterized. With all of this in mind, I framed my research on “how impression management techniques in the 2012 Republican primary changed for the 2016 primary and outlined what can be expected in 2024.”

Sign up for The Fulcrum newsletter

New Performances, New Threats

When focusing on the more pragmatic performances, candidates refocused the idea of getting “results” to being about polling rather than policymaking, aligning with other driving discourses in the 2016 primary. Additionally, both candidates and Super PACs ended up using much more footage from debates than stock footage in 2016, cutting down on ad cost and allowing for more cohesive messages. The cohesiveness and complementary nature of candidate and Super PAC advertisements also remained just as strong.

The radical differences, however, appear in the changing of performance types. Gone is “The Saint,” a character that focused far more on the notion of a moral purity of candidates. In its place is “The Warrior,” used by both candidates and Super PACs, further demonstrating the cohesiveness of messages from candidates and organizations they cannot legally coordinate with.

“The Warrior” is unique based on two characteristics. First, its willingness and eagerness to use violence and second, the violence is explicitly targeted toward non-U.S. citizens, and overwhelmingly those living abroad. During the 2016 elections both candidates and their Super PACs flaunted their desire to use violence within the Middle East and on undocumented citizens. In one ad Ted Cruz highlighted his opposition to the World Court’s stay of execution to an undocumented immigrant convicted of murder. Regularly, these advertisements included images of military invasions and missiles being fired into the air to show a willingness for strength, as well as a lack of concern for human rights, as Marco Rubio openly bragged about tossing people into Guantanamo Bay, known for its use of torture. This is something that was not present in 2012, demonstrating a result in the ideological shift of the Republican party in the four years between elections.

What makes this so unsettling is not just the violence, but what it is couched in. It is combined with messages associated with conservative ideals associated with the notion of “taking our country back” and a new trend in attacking fellow Republican candidates. Prior advertisements in past elections attacked fellow Republicans for working with democrats and being insufficient in terms of policies. The new attack ads now focused on their opponents being opposed to a conservative social order. Combined, what appears is apparent: a shift toward pro-fascist messaging with the Republican party. This was not something that came from Donald Trump (in fact for methodological purposes, there were no Trump advertisements in the analysis as he did not have a Super PAC during the primary) but from Republican candidates involved.

What is Next for a Fleeting Democracy

Moving into 2024, the shift in messaging will continue to be amplified. While "the Warrior” performance type focused on non-Americans, I anticipate it being used in relation to American citizens in 2024. Specifically left-leaning and liberal groups such as Black Lives Matter, Pro-Choice, and Trans-rights advocates being the inevitable targets. Additionally, since the completion of my study, we have seen warrior-oriented messaging in midterm advertisements, not targeted toward Democrats but towards Republicans. Missouri Senate candidate Eric Greitens released a primary advertisement about “RINO-hunting” where an armed SWAT-team invades a house to go after people who are not truly loyal to GOP positions. The ad ends with Greitens saying to "join the MAGA crew and get a RINO hunting permit. There’s no bagging limit, no tagging limit, and it doesn't expire until we save our country." While the ad was publicly condemned, the truth is that it fits nicely within the greater trend of GOP advertisements: a support for violence toward political opponents in the name of ideological purity, that will not cease any time soon.

Read More

Trump to the Nation: "We're Just Getting Started"

U.S. President Donald Trump speaks to a joint session of Congress at the U.S. Capitol on March 04, 2025 in Washington, DC. President Trump is speaking about the early achievements of his presidency and his upcoming legislative agenda.

(Photo by Mandel Ngan-Pool/Getty Images)

Trump to the Nation: "We're Just Getting Started"

On Tuesday, President Donald Trump addressed a joint session of Congress, emphasizing that his administration is “just getting started” in the wake of a contentious beginning to his second term. Significant themes, including substantial cuts to the federal workforce, shifts in traditional American alliances, and the impact of an escalating trade war on markets, characterized his address.

In his speech, Trump highlighted his actions over the past six weeks, claiming to have signed nearly 100 executive orders and taken over 400 executive actions to restore “common sense, safety, optimism, and wealth” across the country. He articulated that the electorate entrusted him with the leadership role and stressed that he was fulfilling that mandate.

Keep ReadingShow less
Veterans diagnosed with asbestos-related diseases should apply for compensation

An individual applying for a program online.

Getty Images, Inti St Clair

Veterans diagnosed with asbestos-related diseases should apply for compensation

In 1922, the U.S. Navy identified asbestos as the most efficient material for shipbuilding insulation and equipment production due to its heat resistance and durability. The naturally occurring asbestos mineral was also the most abundant and cost-effective material on the market. During the difficult WWII years, asbestos became critical to the U.S. Military, especially for the U.S. Navy and the U.S. Air Force: shipping and shipbuilding were essential, and parts of the military aircraft and incendiary bombs also contained asbestos.

Even as demand exceeded supply, in 1942, a presidential order banned the use of asbestos for non-military purposes until 1945. The application of asbestos-based material by the Military continued to increase until the 1970s when its carcinogenic nature came to light, and the use of asbestos started to be regulated but not banned.

Keep ReadingShow less
S.E. Cupp: Where is the Democratic Party’s Ronald Reagan?

President Joe Biden and President-elect Donald Trump arrive for the inauguration ceremony in the U.S. Capitol rotunda in Washington, D.C., on Jan. 20, 2025.

Getty Images/TCA, Melina Mara/POOL/AFP

S.E. Cupp: Where is the Democratic Party’s Ronald Reagan?

With all the attention deservedly on President Trump and what he intends to do with his defiant return to the White House, there’s a more than good chance we’ll spend the next four years consumed once again by all things Trump.

There’s already been a dizzying amount: a giant raft of executive orders; attacks on a constitutional amendment; his threats to invade sovereign nations; a seeming Nazi salute from one of his biggest surrogates; his sweeping Jan. 6 pardons; his beef with a bishop; his TikTok flip-flop; his billion-dollar meme coin controversy; scathing new allegations against one of his Cabinet picks; unilaterally renaming a body of water; a federal crackdown on DEI; promises of immigration raids across major cities. All this in just the first three days of Trump’s second term.

Keep ReadingShow less
Linda McMahon Confirmed as Trump's Secretary of Education

Linda McMahon, President Donald Trump’s nominee to be Secretary of Education, testifies during her Senate Health, Education, Labor and Pensions Committee confirmation hearing in the Dirksen Senate Office Building on February 13, 2025 in Washington, DC.

(Photo by Win McNamee/Getty Images)

Linda McMahon Confirmed as Trump's Secretary of Education

On Monday, the Republican-controlled Senate confirmed Linda McMahon as the new U.S. Secretary of Education in a 51-45 vote along party lines.

McMahon, a former professional wrestling executive and head of the U.S. Small Business Administration during President Donald Trump's first term, takes on the role amid the administration’s stated goal of dismantling the department. While the White House has already implemented staff and program cuts, formally eliminating the department would require congressional approval, as it was established by an act of Congress in 1979.

Keep ReadingShow less