... Republicans exploit media aggressively, at every juncture, to smear, savage, and blame their opponents, while Democrats tend to steer away from collective character attacks....To use less fancy language, Republicans say Democrats are shitty people; Democrats don’t return the favor.Paul Waldman agrees:
[Republicans] place themselves in the shoes of lower-information voters, try to see the world from their perspective, and then ask: How can I make people like this develop a low opinion of Democrats? How can I instill hatred in them?
[Republicans] work every day to convince voters that they should distrust, resent, and despise Democrats, irrespective of what those voters might think about any policy issue or turn of events.Waldman notes that this appears to be an ideal moment for Democrats to try to win over Americans who've been voting Republican but now think the country is going in the wrong direction. But Waldman doesn't agree with the approach recommended by centrist Democrats:
The professional centrists in the Democratic Party look at a moment like this one and say “Now those moderate voters will finally be open to our apology! We can go to them and say ‘We know you think we suck, and you’re right, we do suck, but we’re going to try to do better.’”He's right. That's a terrible message. In broad outline, I agree with what Waldman recommends instead:
... Democrats have been lectured endlessly about how they need to apologize and listen to Trump voters so that they might make them feel more warmly toward Democrats, while barely anyone acknowledges how absolutely vital it is that they work to change how these voters feel about Republicans.But I don't think this is the right approach:
... at least part of the solution has to be for Democrats to say the following to everyone who voted for Trump and is now feeling glimmers of doubt, wherever they live:This approach touches on some terrible things Republicans are doing, but it's rooted in a professional politico's worldview. Waldman is recommending that Democrats describe to voters how the Republican approach to politics works on them. I'd skip over the part where Democrats say, Look at how Republicans are manipulating you into supporting their policies, which are fucking awful, and go straight to: Republican policies are fucking awful. I'd say, This is what they're focused on when you can't afford to buy a home or buy gas. Maybe I'd say that Republicans always try to distract you with issues like DEI and trans athletes that have nothing to do with your life. But the issue isn't Republicans are showing you disrespect. It's Republicans make your life worse.
Republicans think you’re stupid.
Not “You’re stupid for voting for Republicans,” but “Republicans think you’re stupid.” Which they absolutely do. They tell you that tax cuts for the rich will help you. They tell you when they lose it’s because of voter fraud. Trump tells you rising prices aren’t real, and this is a “golden age,” and that immigrants are the source of your problems, and that liberal protesters are all paid, and that we already won the Iran war, and that he cares about you. They pick your pocket and laugh at you behind your back.
Trump thinks you’re stupid, and so do all the other Republicans you elect, the ones who don’t do a damn thing to improve your community and then come around every four years and say you should be angry about a trans middle schooler playing softball or some other story they came up with so you won’t hold them responsible for what they’ve done.
Beutler looks at Republican attack politics -- for instance, on James Talarico's support for trans people. Beutler notes, for instance, that "Texas Republicans are running an A.I. generated ad that depicts James Talarico wearing a dress, singing a song about how much he loves transing children." The ad, by the way, is quite nasty:
NEW: The Trump-aligned org Citizens for Sanity is dropping a six-figure ad buy in the Texas Senate race.
— Reagan Reese (@reaganreese_) June 9, 2026
The ad is a 15 second clip of AI-generated James Talarico singing a "trans kids" rendition of “Favorite Things."
Obtained first by @DailyCaller: pic.twitter.com/JNY8vxYueG
Beutler disagrees with the standard Democratic response to attacks like this ("Ignore the smears, and race to higher terrain"). So do I. But I don't like his alternative:
[Democrats] could try to make Republican deception a liability in itself. I don’t mean correcting the record. I don’t mean citing fact-checkers. I mean telling stories about how today’s GOP professional class is defined by putrid, morally corrosive dishonesty.Sorry, but that's way too meta. It's about the business of politics, which is of interest to people like Brian Beutler (and me), but not to normie voters.
Also, Democrats tried this once and it was an utter failure. In 1988, when the Willie Horton ad and other pro-George Bush attack ads were doing tremendous damage to Michael Dukakis's presidential campaign, Dukakis responded with a series of ads called "The Packaging of George Bush." The ads were a flop.
Singled out for particular criticism is Dukakis’ elaborate series of ads called “The Packaging of George Bush,” in which a group of political handlers is depicted discussing strategy--an attempt to make political hay out of the perception that Bush is a carefully managed candidate.I've cued up one of the ads below.
“An utter waste of money,” [politcal science professor Larry] Sabato said flatly. “They are too subtle, and they land with a thud because they tell voters what voters have always known, that they are being manipulated. The problem is that most voters believe they are manipulated by both sides, which they are.”
It's astonishing that Democrats thought Republican slicksters are manipulating you with TV ads would be an effective counterweight to Vote for the Democrat and scary Black men will brutalize you and your family.
*****
What's my alternative?
First, Democrats need to stop hating themselves. Roughly 60% of Americans despise what's happening in America on Republicans' watch. Disgruntled Democrats and independents are normal; people who still support Trump are the weirdos. Democrats should talk about Republican ideas -- never raise the minimum wage, let AI and crypto billionaires do whatever they want, cut needed domestic programs while starting expensive and pointless foreign wars and giving more tax cuts to the rich, attack abortion, ban books -- as if they're obviously wrong. Democrats shouldn't focus on what they should say (or not say) in response to Republican attacks -- they should go on offense, launching attacks of their own, trying to land the first punch.
Beutler dismisses the idea that Texas Democrats should "start making AI-generated ads depicting Ken Paxton’s actual sins and crimes." But what if they'd done that first? What if they were the first ones out of the gate with an ad that used ridicule to attack their opponent's vulnerability? What if they set the terms of the debate?
(Whatever you think of Graham Platner, he's trying to do this, tying Susan Collins to the closure of rural hospitals and, through her support of Brett Kavanaugh, to the end of Roe v. Wade. Even with all his baggage, he might actually succeed in making that race a referendum on Republicans rather than himself.)
I think Democrats should attack long-standing Republican policies that are unpopular, specific Trump policies on important issues that are rejected by voters (the war in Iran, the tariffs), while also portraying the Republican Party as weird and ridiculous. Trump gives them many openings -- Greenland! The ballroom! -- and so do Republicans who treat Trump like a demigod. See, for instance, Texas congressman Troy Nehls:
Texas Republican Rep. Troy Nehls outdid his colleagues in heaping praise on Donald Trump with reporters on Thursday....
"Donald Trump is the best thing to happen in this country in 100 years," he insisted. "He was born, he was born a very special baby."
"I bet you the doctor said, I can tell this is a very special baby, right?" he added.
Run against the party that talks this way! They're weird!
Whenever a Republican does something that normal people would find either immoral or laughable, it's an opportunity for Democrats. Attack. Attack. Attack.