Vance tests 2028 message at Texas rally
The vice president is balancing populist economics with culture war themes while managing the fallout from an unpopular president.
By Austin Reed ·
Vice President JD Vance is testing a specific political formula for 2028 that blends nostalgic populism with sharp cultural criticism, all while trying to shield his brand from the unpopularity of President Donald Trump. During a speech in Weatherford, Texas, on Thursday, Vance took aim at Democratic Senate candidate James Talarico, a move that signaled how he might attack opponents in a future presidential race. He noted that Talarico had to grapple with his masculinity and his whiteness, adding that there is not much to grapple with. The crowd cheered, and the moment underscored a tone that is more practiced and less chaotic than the president's recent rallies.
Vance’s speeches often invoke a vision of America defined by community and local business. In Howell, Michigan, he recalled looking at old football jerseys and seeing the names of small sponsors that no longer exist. He described those businesses as casualties of distant politicians who did not care about the consequences for states like Michigan and Ohio. This narrative frames economic decline as a betrayal by Washington elites, a theme that contrasts with the current administration's domestic policy choices.
The vice president also leans into the culture wars that dominated the Trump era. He speaks about racial harmony in working-class neighborhoods, describing a time when children of different backgrounds played sports together without worrying about privilege. This approach packages the anti-woke message in a more traditional and eloquent style. However, Vance is also experimenting with a rougher edge, occasionally using strong language or telling crowds he was sweating profusely at the podium.
A primary challenge for Vance is promoting Republican candidates while the president faces economic criticism. Vance has been careful with his language regarding the Iran War, which has driven up gas and diesel prices. Instead of blaming the war directly, he told a crowd in Montana that prices spike whenever a dictator throws a tantrum, comparing the current situation to spikes seen in 1979, 2001, 2007, and 2022. He has similarly attributed high beef prices to the consolidation of meatpackers, avoiding a direct link to policies that have angered producers.
Vance also leverages his role as the head of the president's anti-fraud task force. In Cincinnati, he shared a personal story about working as a cashier at a grocery store called Dhillon Foods. He noted that he and his family benefited from federal food benefit programs. This biography gives him tools that Trump lacks, allowing him to speak personally about military service and economic hardship.
The task force provides resume material and a platform for Vance to connect with voters through personal narrative. Yet the dynamic remains complicated. Crowds supported Trump for his bombast and unfiltered anger rather than for his biographical details. Vance must now determine if his more measured, story-driven approach can replace the singular performance that has defined Republican politics for over a decade.
Vance continued his speaking engagements following the Texas event, with appearances scheduled across various states as the midterm season progresses. His campaign team is monitoring the reception of his economic arguments and cultural themes to refine his 2028 pitch.
