Vance tests 2028 messaging with midterms rallies

Vice President JD Vance delivered a speech in Weatherford, Texas, on Thursday that offered a clear preview of his potential 2028 presidential campaign. The event took place the same afternoon President Donald Trump spoke in Rock Hill, South Carolina, as part of a series of rallies ahead of the midterms. Vance’s performance differed from the president’s in tone, appearing more polished and less reliant on comedic timing. Despite the stylistic shift, the core message remained aligned with the MAGA movement, focusing on American greatness and critiques of the opposing party.

Vance used the platform to attack Democratic Senate candidate James Talarico. He quoted Talarico’s comments about grappling with his own masculinity and whiteness, adding that there was not much to grapple with. The crowd cheered in response. This type of personal jab reflects the style of rhetoric used during the Trump years, blending economic promises with cultural commentary.

The vice president has spent recent weeks invoking a nostalgic view of America. In North Carolina, he recalled the sense of unity following the September 11, 2001, attacks. In Howell, Michigan, he described looking at old football jerseys and noticing that the local small businesses sponsoring the teams no longer existed. He attributed the loss of those businesses to politicians in Washington who did not care about states like Michigan or Ohio. He described the children of working-class Black and white families playing football together without worrying about race or privilege, framing this as a traditional ideal that Washington has corrupted.

Vance also addressed economic pain points caused by recent events. He acknowledged high gas prices resulting from the Iran War but compared them to spikes in 2022, 1979, 2001, and 2007. He told a crowd in Montana that prices rise whenever a dictator acts erratically. He similarly discussed the high cost of beef, blaming meatpacker consolidation rather than presidential policies that have angered producers.

The vice president has also promoted his role as head of the president’s anti-fraud task force. In Cincinnati, he shared that he worked as a cashier at Dhillon Foods and that family members used federal food benefit programs. This personal history, rooted in his memoir about growing up in rural Ohio, provides him with a narrative of economic struggle that differs from the president’s background. The challenge for Vance is to maintain the energy of Trump’s decade-long political dominance while relying on a more traditional and eloquent approach.

Vance’s strategy involves packaging a populist message with specific biographical details. He aims to show how his brand of politics can restore a perceived lost era of American life. The upcoming 2028 campaign cycle will begin in earnest next year, and these midterm speeches serve as a test of that messaging. The vice president continues to balance his role as a campaigner for Republican candidates with his own emerging political identity.