Gavin Newsom Embraces Masculine Messaging in Bid for 2028 Nomination

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Gavin Newsom, the California governor and presidential hopeful, has embraced an unapologetic, some might say toxic, form of masculinity in his messaging. Suddenly aggressive and partial to the macho lingo of the online right, Newsom seems to have concluded that progressive models of manliness are passé. His instincts may unsettle progressives, but Newsom has accurately identified a Democratic weakness and is attempting to address it, though his methods are often misguided.

Why it matters

Newsom's masculine messaging represents a shift in the Democratic Party away from the celebration of feminism and diversity towards the concerns of alienated, and especially white, men. This trend is evident in the enthusiasm for candidates like Graham Platner and James Talarico, as well as Newsom's own makeover. The party's commitment to diversity initiatives that disproportionately impact white men may limit Newsom's appeal and make it difficult for him to run as an alternative to the status quo.

The details

Newsom has embraced an aggressive, thick-skinned approach and has used macho lingo from the online right, including terms like 'fascist cuck' and 'mog or get mogged.' He has also drawn comparisons to the serial killer character Patrick Bateman from 'American Psycho,' a figure of fascination for the manosphere. Newsom's team has also used homophobic rhetoric, suggesting his conservative opponents are gay. While Newsom continues to support diversity initiatives, his masculine messaging and rejection of progressive models of manliness may limit his appeal to male voters.

• Newsom started a podcast in March 2025 that featured interviews with conservative figures like Charlie Kirk and Steve Bannon.
• In November 2025, Newsom's press office responded to a conservative activist with the phrase 'Quiet, piggy,' echoing a comment made by former President Trump.
• In July 2025, Newsom called Trump adviser Stephen Miller a 'fascist cuck,' a term used to fault men for lacking sexual power and racial pride.
• In March 2026, Newsom's press account shared a video of him with the caption 'mog or get mogged,' a term describing a man who shows himself to be physically superior to other men.

What they’re saying

What’s next

Newsom's masculine messaging and rejection of progressive models of manliness may limit his appeal to male voters and make it difficult for him to run as an alternative to the status quo. Democrats will need to carefully consider how to address the concerns of alienated, especially white, men without abandoning their core values of diversity and inclusion.