Reflections on the State of the Union
President Biden delivered his first State of the Union address this week at an incredibly tense time for America and the world. Russia’s invasion of Ukraine is evolving by the day and threatens to morph into a nuclear standoff between superpowers. Biden’s poll numbers have been dropping—particularly among suburban women—and Americans are exhausted by COVID fatigue and feeling the pinch of inflation. As we listened to the President and Governor Kim Reynolds’ response, we thought about the issues that are front and center for the women in our target audience and the future of our democracy.
Biden placed a heavy emphasis on values that resonate with moderate white women voters, including nostalgia, patriotism, and in-group care as he rallied Americans to his side against the real and present threats to freedom and democracy. He lifted up his impressive success bringing Western powers together in a unified front against Russia: “I spent countless hours unifying our European allies,” and his decisive action with economic sanctions that “[make] Putin’s $630 Billion ‘war fund’ worthless.” He positioned himself as a strong, capable leader, offering Americans a much-needed sense of security in these uncertain times: “I know the news about what’s happening can seem alarming. But I want you to know that we are going to be okay.”
The State of the Union address needed to acknowledge how much Americans are struggling right now, and Biden did just that by saying, “We meet tonight in an America that has lived through two of the hardest years this nation has ever faced,” as he tied the possibility of continued rising costs to Putin’s war: “A Russian dictator, invading a foreign country, has costs around the world.” He invoked nostalgia and patriotism by reminding us that while it may take time, “it is never a good bet to bet against the American people.” He underscored what he has already done to get COVID under control and stimulate our economic recovery by celebrating the American Rescue Plan: “We needed to act, and we did . . . and it worked,” the Bipartisan Infrastructure Law, rising wages, unemployment falling to 4%, and his success in bringing good jobs home while also addressing our climate crisis. Acknowledging that this is just the beginning, the President laid out his plans for supporting families by building on this growth. “I call it building a better America,” he reassured us. This emphasis on both what has been accomplished and what more needs to be done is important with our target audience, for whom kitchen table issues are key. President Biden emphasized in-group care here, as he assured hard working Americans that he sees their pain and is here for them.
When Governor Kim Reynolds (R-IA) took the stage to respond, she also spoke of freedom and liberty, but did so using a more individualistic, anti-mandate frame, decrying government involvement and instead emphasizing individuals “making their own decisions.” Governor Reynolds invoked the culture wars that are being used to insidiously divide us. She talked about America being on the “wrong track” and triggered fears related to crime, immigration, government control, and talking openly about race and discrimination in schools. These tactics worked in Virginia last November—remember the “Parents Matter” campaign that propelled Youngkin to victory? Reynolds used that same strategy on Tuesday and she’s not alone. The volume is being turned up on these narratives across the country: from Wisconsin’s attempts to weaponize critical race theory to Florida’s “don’t say gay bill” to waves of book bans and actual calls for book burning.
At Galvanize Action, we are determined to prevent grievance politics from dividing us further. That’s why our values-based messages are carefully crafted to help voters make sense of kitchen table issues and help inoculate against fear-based narratives designed to divide us.
Messages like these gifs tackle the economic and cultural issues women voters are thinking about while also tapping into values such as fairness, in-group care, and patriotism. Ultimately, our programming helps women make sense of these complicated issues and align their vote choice with their vision for the future.
