Vance 2028 Signals: Testing the Waters in Texas and Michigan
The vice president blends populist economic narratives with culture war themes while managing the fallout of unpopular presidential policies.
By Matthew Collins ·
Vice President JD Vance delivered a speech in Weatherford, Texas, on Thursday to gauge the reception of his emerging 2028 presidential message.
Vance took the stage the same afternoon as President Donald Trump spoke in Rock Hill, South Carolina. While Trump employed a borscht-belt comedic style, Vance adopted the tone of a practiced politician. Both speeches contained elements of the MAGA movement, including critiques of Democratic opponents and promises of renewed American greatness.
In Texas, Vance targeted Democratic Senate candidate James Talarico. "Now James Talarico has also said that he really has to grapple with his masculinity in addition to his whiteness," Vance said. "And you know, James, the good news is, there ain't a whole lot to grapple with." The crowd cheered as Vance finished the quip.
Vance’s broader campaign narrative relies on a nostalgic view of post-9/11 America, emphasizing "pride and unity and fellowship." He frequently cites his childhood football teams, which were sponsored by local small businesses that no longer exist. In Howell, Michigan, he described these businesses as "casualties of politicians in a faraway place who didn't give a damn what happened to Michigan or Ohio." He contrasts this economic decline with a vision of racial harmony among working-class children playing football together, a theme he has repeated in North Carolina.
The vice president faces a challenge in promoting Republican candidates while the sitting president is unpopular. He addresses economic grievances by attributing high gas prices to geopolitical events rather than current administration policies. In Montana, he compared current fuel costs to spikes in 2022, 1979, 2001, and 2007, noting that prices "skyrocket every time some tin pot dictator decides to throw a tantrum." He similarly attributes high beef prices to meatpacker consolidation, sidestepping the impact of Trump’s policies on producers.
Vance also leverages his role as head of the White House anti-fraud task force to discuss his personal history. In Cincinnati last week, he recalled working as a cashier at Dhillon Foods and having family members benefit from federal food programs. He uses this background to connect with voters on military service and economic hardship, distinct tools that differ from Trump’s reliance on bombast and unfiltered anger.
The vice president will continue his pre-midterm rally circuit to support GOP candidates. His current strategy involves packaging traditional populist themes with occasional informal language, such as telling the Texas crowd he was "sweating my balls off" at the podium.
