House Republican Conference Chairwoman Lisa McClain is the architect behind the GOP's dominant midterm messaging strategy, which frames the election as a contest between "common sense" and "communist crazy." McClain developed this slogan and disseminated it to Republican offices as part of a cohesive messaging guidance.
The refrain gained prominence during the recent GOP midterm convention in Dallas, where it was echoed by numerous speakers. McClain stated her objective was to "build a clear, consistent message around the contrast at the heart of this election" by presenting "our record side-by-side with their agenda."
President Trump began employing the term "communists" to describe Democrats in late June, following the success of some Democratic Socialist of America candidates in primary contests. He further amplified this rhetoric in his Independence Day address. McClain's strategy capitalized on this by framing the opposition not merely as socialists, but as communists, a distinction she believes resonates more strongly.
To validate the slogan's effectiveness, McClain's team conducted polling last month. The phrase was subsequently integrated into House GOP conference meetings, August recess materials, and communications director guidance.
House Majority Whip Tom Emmer has actively promoted this messaging, urging reporters and colleagues to refer to Democratic Socialists as "communists" rather than using their preferred terminology. During his convention address, Emmer argued that "there is absolutely nothing democratic about socialism," asserting that the group's members are "communists, and they're anarchists, and they hate our country."
This Republican effort to label the far-left comes as Democrats have also sought to characterize the GOP as radical, with House Minority Leader Hakeem Jeffries frequently referring to them as "extreme MAGA Republicans."
McClain contrasted the GOP's platform with that of the Democrats, stating, "Our record is small government with big results. We slammed the border shut, made our cities and streets safer, and delivered what we've called the largest tax cut for working and middle-class families in American history." She further critiqued the Democratic agenda as including "reopening the border, defunding the police, allowing men and boys in girls’ locker rooms, and taking more money out of Americans’ pockets."
McClain praised the "consistency of the message throughout" the Dallas convention. Despite Republican projections suggesting they are underdogs in the battle for House control, based on market odds and polling data, key figures like McClain and House Speaker Mike Johnson remain optimistic about defying expectations.