Gavin Newsom looks like a president.
He is getting us accustomed to seeing him as the next president.
Of course Gavin Newsom is running for president. The question is whether California is a future the public wants.
He taped an eight minute video saying all the right things in the right way: https://youtu.be/RCKGYFZTgEY?si=nNKDsBLskErrRcHL
His media people cut this talk into one-minute segments to get airplay on the various places where people scroll and glance at videos: Facebook Reels, TikTok, YouTube.
I continue to believe that no California politician can win a general election for president in 2028. But Newsom can win the Democratic nomination, and his rivals need to start making bigger moves if they are going to displace him.
Newsom will have vocal detractors from his home state who say he isn't progressive enough. Democrats have their own silo of true believers, not unlike like Trump's MAGA base.The heart wants what the heart wants. They were Bernie Sanders supporters in 2016 and 2020, and "Democratic Socialist" or "Progressives" now. The activist Democratic base wants a hell-raiser who doesn't communicate "compromise," and Newsom is trapped by his success in California. If he adjusts to win votes in battleground states, he will be acalled a flip-floping, hypocrite, corporate sellout -- and inauthentic. If he doesn't adjust, he is a pie in the sky, big-spending, crazy-woke Californian defending $7 gasoline and unaffordable housing. Lose-lose.
Democrats are looking for the thrill of new possibilities. In the mindset of the people who shape the soul of the Democratic Party -- people who work in a job of political advocacy on climate and the environment, abortion rights, Medicare for All, etc. -- it is all in reach now. They think they learned the "Bernie lesson." Reach higher. Be bolder and give voters something new and great, something to get out the vote of angry, frustrated people who want real change, because Bernie could have won in 2016, and we would have reached the Promised Land if we had only had vision and courage. The secret sauce is to be a change agent, like Trump, except good change, not corrupt change.
Newsom is doing the only possible thing: he is selling himself for what he is, a polished California governor. His brand, and California's, is baked in. Newsom is Hollywood-handsome, a vineyard owner and winemaker, and rich. He has succeeded in California, where taxes are high, home prices are stratospheric, gasoline prices are the nation's highest, and the businesses that California has created are so stupendously great and valuable that they are off-putting. It would be different and better for Newsom had he gotten his way to the top as a working actor, or better yet for winning battleground states, as the owner of a chain of tire stores or something that reads as blue collar and masculine. He could then have images of thick-bellied, male, unionized workers doing something that gets their hands dirty. After all, there are tire shops in both California, where a home in San Jose that costs $1.8 million is the same size and quality as a home in Pennsylvania that costs $300,000. No such luck.
California can brag about being the world's fourth largest economy -- and Newsom does this -- but it is a mixed message. A company like GM or Caterpillar, with factories and shift workers and objects sold at a profit, seem real; billion dollar enterprises. California created trillion-dollar industries created by genius nerds at screens making algorithms that exist as invisible data in metaphoric clouds.
That is Newsom's "California problem."
Newsom is doing what he can do: which is openly, actively selling. He isn't remaking himself. He is getting us accustomed to him as a president, showing himself in settings that look presidential and credible.
Newsom has Democratic rivals who come from battleground states: Mark Kelly, Jon Ossoff, and Josh Shapiro. I think they each have an easier path than Newsom for appealing to voters in battleground states. But a big part of success is showing up. Newsom is showing up and he is selling what he has to sell, that California under his leadership is standing up to Trump and doing so effectively. Trump sells strength and domination. Newsom is doing it, too, and saying he is winning. That is a strong message: a resolute fighter who wins. He is stealing Trump's brand.
Newsom's problem is that he also needs to persuade Americans that California is a future that they want.
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