Texas Attorney General Ken Paxton's campaign has launched an aggressive strategy in the state's Senate race, centering its messaging not on typical voter concerns like the economy or border security, but on the perceived "manliness" of his opponent, Democratic state Rep. James Talarico.
Paxton's opening ad of the general election accused Talarico of being "Too Low-T for Texas," a direct jab at his testosterone levels and perceived lack of masculinity. This tactic aligns with a broader trend in Republican messaging, particularly following Donald Trump's success in appealing to the "manosphere" through a macho, politically incorrect image in the 2024 election cycle. Paxton, who received Trump's endorsement in the primary, appears to be adopting a similar strategy.
The campaign's focus on traditional gender roles and masculinity extends beyond Paxton's initial ad. Stephen Miller, a Trump policy adviser, highlighted Talarico as the Democrats' "first transgender senate candidate" in a tweet. Vice President JD Vance has also made remarks implying Talarico's sexual orientation, and a super PAC affiliated with Elon Musk has funded advertisements that critics describe as "AI slop," including one that attacks Talarico for supporting transgender athletes.
Despite these attacks, Talarico, a 37-year-old cisgender man who has stated he has a girlfriend and denies being vegan, has recently walked back past statements that his opponents have used against him. In 2021, he made a comment about God being nonbinary, which he later called "cringey," and he has since clarified his stance on sex, stating there are only two sexes after initially claiming six during a debate on transgender youth in sports.
Voter Priorities Clash with Campaign Themes
Interviews with Texas voters reveal a disconnect between the Republican campaign's focus on masculinity and the issues that matter most to them. Many expressed frustration that these personal attacks distract from pressing economic concerns.
"I just felt that they were doing that to try to deflect from the real issues," said Jesse Sandoval, an early voter in Fort Worth. Another voter, who identified as Michael, stated, "I just feel like this whole toxic masculinity thing is so unnecessary." He contrasted this with his upbringing by an "aggressive and very macho man," suggesting a need for greater awareness around such behaviors.
Walt Thompson noted that Talarico's soft-spoken demeanor is being misinterpreted by some as a sign of effeminacy, a perception he finds outdated. Nate, a 32-year-old construction worker, believes that while such messages might have been effective in 2024, they will not resonate in the current political climate. "People are mad about other things," he said. "When people care about gas prices, they can’t run on that."
The Economy and Candidate Weaknesses
Matt Angle, director of the Lone Star Project, a Democratic research PAC, suggests that these attacks are a tactic by Republicans concerned about voter turnout. He believes the GOP is attempting to motivate voters by appealing to prejudices, especially those frustrated with the economy and with Trump, forcing fear to be the primary motivator.
Polls currently show Talarico leading Paxton, with The Cook Political Report rating the race as a toss-up. The Texas Senate race is considered a significant opportunity for Democrats, who last elected a senator in the state in 1988. Angle credits Talarico's consistent focus on affordability—addressing the cost of groceries, housing, and healthcare—for resonating with voters.
The effectiveness of the GOP's masculinity-focused strategy is also undermined by Paxton's own personal controversies. His wife, state Sen. Angela Paxton, filed for divorce on "biblical grounds," citing adultery. Despite these personal issues, Angela Paxton recently delivered a speech and appeared in an ad urging Republicans to vote the party line, even if they are disappointed by individual candidates' moral failings.
Ryan Rusak, a Texas politics writer, suggests Talarico could turn these attacks around by linking Republican leadership to high gas prices, perceived foreign policy missteps, and housing affordability issues. Angle added that the current political environment, combined with a potentially weak Republican candidate, may provide Democrats with an advantage, thereby neutralizing Paxton's attempts to define the race through a narrow lens of masculinity.