President Donald Trump is attending the Republican Party’s midterm convention in Dallas, donning a cowboy persona. This reflects a larger political strategy: convincing supporters to view his second term through the heroic image that helped him win, rather than merely his presidential record.
The party is selling $16 drink cozies featuring Trump on horseback, styled with vintage Marlboro cigarette branding. Trump urges supporters to feel as if his name is on the ballot in the upcoming congressional elections. This imagery aims to enhance his increasingly imaginative political narrative.
The cowboy persona is part of Trump’s unique approach, which predates his presidency. His public image was partly shaped by television, and his administration has amplified this tactic. Over Labor Day, Trump shared memes depicting himself as a superhero constructing border walls, a towering hockey player, and a warship commander.
These images now serve a political function. As a candidate, Trump could promote what he might achieve. As an incumbent, he must contend with voter assessments of his actual accomplishments. Nearing the midterms, the contrast between Trump’s online persona and his administration’s performance is stark.
The fantastical images depict Trump as a dynamic leader: a builder, fighter, and winner. They shift focus from his actual presidency to the aspirational figure he promised to be. As his record grows complex, inviting supporters to view him through this lens may prove advantageous.
Presidents often seek ways to avoid the typical negative midterm referendum. Historically, the president’s party has lost House seats in 20 of 22 midterm elections since 1938. In 2018, Democrats gained 41 seats during Trump’s term, gaining control of the House.
This time, Trump’s strategy involves becoming more central to the election, not distancing from an unpopular record. He has curated the Dallas convention and plans to make appearances. The Marlboro Man image supports this strategy, linking cowboy qualities with presidential strength.
However, such symbolism has its limits. Trump’s use of spectacle aims to energize supporters emotionally, making the midterms feel like another presidential election. Yet, this could also mobilize opponents. While loyalty might increase, it won’t erase the governing record.
If voters primarily view the election as a referendum on Trump’s presidency, focusing on economy and governance, the cowboy image faces challenges. Trump’s task is to ensure the presidential idea remains appealing to those who have experienced nearly two years under his leadership.
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