Trump and Harris battle over male voters — and what masculinity looks like in 2024

 

“Masculinity is in crisis,” remarked a co-founder of White Dudes for Harris, highlighting an issue that has been long overlooked. One of the central battles in this election is the fight for young, persuadable men from diverse racial backgrounds. These voters, who leaned more solidly Democratic four years ago, now appear to be less predictable.

Former President Donald Trump has adapted by appearing on popular podcasts and alternative media, platforms that resonate with young men. His team is strategically engaging “low-propensity” voters, particularly through efforts that speak to young men's interests and concerns. For Vice President Kamala Harris, this means a shift in tone and message, focusing on a combination of traditional and emerging media, while her running mate addresses the nuanced expectations of masculinity in today's political landscape.

At the heart of this battle is a broader discussion about the future of masculinity in America. Young men, who have come of age in a politically polarized post-#MeToo era, are experiencing a disconnection from the political left. Ross Morales Rocketto, co-founder of White Dudes for Harris, echoed this sentiment by stating, “Masculinity is in crisis, and this conversation is long overdue.”

Polling reveals the gravity of this shift. An NBC News Stay Tuned/SurveyMonkey poll from late August shows young women favoring Harris by a significant margin of 30 points, while young men only favor her by 4 points. Richard Reeves, president of the American Institute for Boys and Men, noted that this shift is tied to how young men feel less represented on the political left. They often view the left as unwilling to engage with issues specific to men and, at times, as antagonistic towards them. Reeves explained, “It’s more of a sense of political homelessness and detachment, rather than a wholesale shift to the right.”

Trump’s Strategy: Hypermasculinity and Alternative Media

Trump’s campaign is leaning into hypermasculine imagery, exemplified by spectacles like a former pro wrestler tearing off his shirt at a recent rally. This approach is aimed at galvanizing support among men, particularly young men of all races, through media and cultural channels. Trump’s $20 million “Send the Vote” campaign, appearances on podcasts with figures like Logan Paul and Adin Ross, and even his choice of running mate, Senator JD Vance, all cater to this demographic. These efforts emphasize an image of Trump as the “cool candidate,” appealing to cryptocurrency investors, young influencers, and disenfranchised male voters.

Trump’s digital ad targeting men under 35 criticizes Harris’ running mate, Minnesota Governor Tim Walz, for implementing a tobacco tax on products like Zyn, popular among young men. Trump's camp has also embraced a derogatory nickname for Walz, mocking his masculinity in an attempt to shore up support among young men.

One Trump operative attributes the success with this demographic to a waning “social stigma” around supporting Trump, especially compared to his previous campaigns. The operative explained, “Trump is very much the cool candidate now, with influencers and media personalities willing to publicly back him, something unimaginable just a few years ago.”

Harris’ Two-Pronged Approach: Sports and Gaming

While Trump focuses heavily on men, Harris’ campaign is balancing outreach to both men and women. Despite this, Harris is acutely aware of the need to engage young male voters. She is directing significant campaign resources toward platforms like Twitch and IGN, while also focusing on advertising during major sporting events, such as NFL and MLB games, which attract large male audiences. The campaign launched “Athletes for Harris” featuring endorsements from NFL legends, recognizing the trust athletes command among key voting blocs, particularly young men.

Though some Democrats have criticized Trump’s podcast-centered strategy as superficial, Harris’ team is carefully considering its approach. An appearance on the popular NBA podcast *All the Smoke* underscores her efforts to engage young male voters in a meaningful way.

Shifting Masculinity and Democratic Messaging

Reeves, from the American Institute for Boys and Men, observed that Harris’ candidacy has opened up space for a different conversation about masculinity on the left. Absent is the traditional rhetoric of toxic masculinity or patriarchal critique, replaced instead with a more nuanced approach to male concerns. Minnesota Governor Tim Walz exemplifies this shift, embodying both conventional masculine traits (as a former football coach and National Guardsman) and more progressive views, such as his support for LGBTQ+ initiatives.

Reeves believes Democrats must go further by addressing men’s challenges more openly. He pointed to declining educational outcomes, higher suicide rates, and economic struggles faced by working-class men. “The neglect of men’s issues, particularly young men, has gone on for too long,” he warned. 

White Dudes for Harris aims to change how Democrats address men’s concerns. Mike Nellis, another organizer, emphasized the importance of addressing issues like isolation, loneliness, and economic stagnation, especially among white men. These problems, Nellis argued, deserve more attention in the political discourse.

In a campaign season defined by shifting gender dynamics, both Trump and Harris are adapting their strategies to capture the increasingly pivotal young male vote.