In the last two months, California Gov. Gavin Newsom’s press office has embraced a bold social media strategy. From the all-caps letters to the syntax, it is a clear mirror of President Donald Trump’s own social media. Though the strategy deviates from what is expected of a Democratic politician, Newsom’s strategy is energizing liberals and gaining him recognition on the national stage.
One of the most recent from Sept. 7 features a picture of Effie Trinket holding the remodeled White House Rose Garden, captioned, “INTRODUCING PREDATOR PATIO. MAY THE ODDS BE EVER IN YOUR FAVOR.” Others show him comparing his high school photos to those of Vice President Vance, photoshopping himself on Mount Rushmore and assigning witty nicknames to political rivals.
Newsom has long been characterized as being assertive in interviews and speeches, albeit sometimes coming off too much like a stereotypical politician. However, unlike his contemporaries, he has controversially attempted to reach across the aisle, interviewing former White House chief strategist Steve Bannon and Turning Point USA founder Charlie Kirk. Combined with his messaging style, it could signal a change in his image, according to Social Studies Department Chair Jon Resendez.
“Criticism of liberal politicians is that they are overly serious and sort of stuck up, right?” Resendez said. “Elite, highly educated, urban, wealthy, mostly white elites who are out of touch and out of step with what the average American wants. I think it’s his attempt to try to have a sense of humor and to try to reach more people.”
A common sentiment heard on social media is: “Gavin Newsom is an evil sociopath but I love him,” according to SFGate. Similar to Trump, Newsom’s tweets are provocative and audacious. Yet the ridiculous nature of his imitation is just self-aware enough to make people think they are in on the joke. At a time when Democratic politicians are struggling to adapt to social media, Newsom has acquired 1.8 million followers on TikTok and his press office has 600,000 followers on X, according to Axios.
“He’s no Trump, but if you look at the Democratic Party, he’s at least getting up there,” Bannon tells POLITICO. “He’s trying to imitate a Trumpian vision of fighting, right? He looks like the only person in the Democratic Party who is organizing a fight that they feel they can win.”
However, common criticisms of his approach have emphasized its juvenile nature. Michelle Obama famously advised Democrats to live by a dictum: “When they go low, we go high.” Matching the rhetoric of Trump does not generally give voters convincing reasons to vote for Democrats instead of Republicans.
“Really tough question, because personally, morally, I agree with Michelle Obama,” Resendez said. “I think, as an individual, I should always try to be the best version of myself. But in politics, you’re not talking about individuals. You’re talking about groups, and you’re not talking about cool, calm and collective reason, you’re talking about tribalism.”
Newsom’s combativeness is reflective of not only his willingness to confront Trump, energizing voters and social media, but also of a potential presidential run in 2028. Though the attention that Newsom is attracting is a starting point for Democrats, it needs to be backed up by policies and politically concrete actions to make real change for American voters.
