What can Republicans learn from Trump’s victory? The biggest lesson is that the old way of politics is dead. McCain and Romney showed that twice. Now Trump has shown how Republicans can actually win.
1. Find Your Natural Base
The GOP is ashamed of its base. It doesn’t like being associated with the very voters who made 2016 happen. Its autopsy last time around searched for ways to leave the white working class behind.
There’s a party that did that. Their symbol is a jackass. They just lost big because they ran out of working class white voters.
The Democrats have tried to manufacture their base using immigration, victimhood politics and identity politics. The GOP has wasted far too much time trying to compete on the same playing field while neglecting its base. Trump won by doing what the GOP could have done all along if its leadership hadn’t been too ashamed to talk to people it considered low class because they shop at WalMart.
The GOP wanted a better image. It cringed at Trump’s red caps and his rallies. And they worked.
Trump won because he found the neglected base of working class white voters who had been left behind. He didn’t care about looking uncool by courting them. Instead he threw himself into it.
That’s why McCain and Romney lost. It’s why Bush and Trump won.
The GOP is not the cool party. It’s never going to be. It’s the party of the people who have been shut out, stepped on and kicked around by the cool people. Trump understood that. The GOP didn’t.
The GOP’s urban elites would like to create an imaginary cool party that would be just like the Democrats, but with fiscally conservative principles. That party can’t and won’t exist.
You can run with the base you have. Or you can lose.
2. Media and Celebrities Don’t Matter
The first rule of Republican politics is to look in the mirror and ask, “Are we trying to be Democrats?”
Twice Obama’s big glittering machine of celebrities, media and memes rolled over hapless Republicans. Republican operatives desperately wondered how they could run against Oprah, Beyonce and BuzzFeed. How were they supposed to survive being mocked by Saturday Night Live and attacked by the media?
The answer was to find voters who weren’t making their decisions based on any of those things.
The GOP’s approach in the last few elections was to try and duplicate the Obama machine. These efforts were clumsy, awkward, expensive and stupid. The Obama machine was great at influencing its target electorate of urban and suburban millennial college grads because that’s who ran it and directed it. But that’s not the Republican base. And chasing it was a waste of time, money and energy.
Instead of trying to duplicate the Obama machine, the Trump campaign targeted a class of voters who didn’t care about those things. The white working class that turned out for Trump was a world away from the cultural obsessions of the urban elites who had traditionally shaped both sets of campaigns.
Romney wanted everyone to like him. Being rejected hurt him so much because he wanted to be accepted. Trump ran as an outsider. Being rejected by the establishment was a badge of pride. He couldn’t be humiliated by being mocked by the cool kids because he wasn’t trying to be accepted.
Asking, “Are we trying to be Democrats?” isn’t just for policy. It’s also something for Republicans to remember when Election Day comes around. The Republican base isn’t the Democrat base. When Republicans commit to pursuing their base, they can stop worrying about what Saturday Night Live, Samantha Bee and random celebrities think of them. And they can just be themselves.