Democrats Adapt Language to Reconnect with Voters Ahead of Midterms

As the midterm elections approach, Democratic candidates are adopting a new communication strategy, aiming to shed the perceived stigma associated with the Biden administration's border policies. Texas Senate candidate James Talarico, for instance, identified himself as a "border security Democrat" during a CNN and Jubilee Town Hall, a move seen as an effort to distance himself from the administration's challenges in securing the southern border.

This shift in language is part of a broader effort by the Democratic Party to win back voters who feel alienated by what they perceive as a disregard for more conservative Americans, including the former blue-collar base that has shifted towards Donald Trump's MAGA movement. Strategies include framing economic issues, such as affordability, in ways that resonate with working-class voters, and drawing connections between Trump's past decisions, like the Iran war, and the rising costs of groceries, gasoline, and housing.

Democrats face a delicate balancing act: speaking in a way that appeals to their desired electorate without alienating their increasingly liberal urban and highly educated voter base. In recent years, Democratic messaging has sometimes been criticized as academic, jargon-filled, or overly politically correct. While terms like "unhoused people" and "birthing people" were intended to be inclusive and respectful, they have occasionally obscured meaning or alienated voters with more conservative viewpoints. Republicans have capitalized on this, using certain Democratic phrases to create divisions and suggest the party has moved too far left. An example cited is a 2024 election ad targeting Kamala Harris on transgender issues, stating, "Kamala is for they/them. President Trump is for you."

The phrase "defund the police," which emerged after George Floyd's murder in 2020, was similarly co-opted by Republicans to paint Democrats as soft on crime, despite repudiation from party leaders like Joe Biden. The article also recalls Hillary Clinton's 2016 remark about a "basket of deplorables," which became a rallying cry for Trump's supporters.

Democrats are finding success in competitive states by selecting candidates who speak the language of their constituents. In North Carolina, Senate nominee Roy Cooper uses colloquial language like "Make Stuff Cost Less." In Texas, James Talarico appeals to faith-based voters with his "border security Democrat" stance, balancing a strong border with a more lenient approach to undocumented immigrants who are not criminals. In Iowa, Senate nominee Josh Turek brands himself a "prairie populist" and acknowledges Trump voters' concerns before criticizing the former president's economic policies. In Maine, former logger and Senate nominee Troy Jackson defended his blunt remark to Sen. Susan Collins, framing it as a stand against being condescended to by establishment figures.

Senator Jon Ossoff has linked alleged White House corruption under Donald Trump to economic struggles, stating, "Under the failed president Donald J. Trump, it costs more than ever in American history to fill up your truck, stock your fridge, visit the doctor or power your home." He contrasted this with Trump's promise to "drain the swamp."

Democrats have an advantage in attacking an incumbent Republican president over economic issues, which is easier than defending their own administration's performance. A party failing to capitalize on voter concerns about high prices and economic insecurity would be politically inept.

A memo from the think tank Third Way warned that Democrats' extensive use of complex language alienated voters, making them sound "divisive, elitist, and obfuscatory, enforcers of wokeness." Former Obama administration official Rahm Emanuel noted that the party had become "culturally isolated from where the general public is," emphasizing the need for a broad coalition that respects all voters. Kentucky Governor Andy Beshear echoed this sentiment, advocating for Democrats to "talk like a normal human" and criticizing terms like "food insecure" and "justice-involved population" for sounding condescending.

Third Way's Matt Bennett expressed optimism about current Democratic candidates' ability to connect with voters, citing Roy Cooper's success in North Carolina. However, the general election campaign has seen Republicans quickly seize on viral moments, such as a Democratic Socialist of America co-chair's remarks advocating for abolishing institutions like the Senate and the Pentagon. Conversely, Republicans are also facing criticism for their own language, with Trump accused of Islamophobia and Vice President JD Vance suggesting a protester might be an undocumented immigrant.