One aspect of political culture I very strongly believe in is that most voters' knowledge of political affairs is primarily one of ambiance. They don't know much in the way of facts (what is the inflation rate, has crime gone up or down). They know a "mood". They feel that things are getting better, or worse. They hear a lot that America basically has open borders, or they hear a lot that abortion rights are going away. The connection to reality is pretty well unimportant (we definitely don't have open borders; abortion rights really are under threat). It's the sensation, the steady drumbeat of narrative, that moves them.
To that end, I've long thought that a good progressive billionaire project would be to continually air issue ads that are not tied to a given political race or even an election, but are just part of the backdrop every time one turns on the news or watches Monday Night Football. The goal of these ads should be to make certain hopes, fears, and moods simply part of our backdrop -- something "we heard somewhere." It should not cast itself as expressly political -- an effort to elect this or that politician. In fact, "issue ads" is probably the wrong moniker. It shouldn't present itself as political at all. It should be simply a story, told over and over again, until it seeps into the national subconscious.
What sorts of ads do I have in mind? I pitched one about abortion a few years ago. I had another idea for one about trans and gender non-binary issues:
A family is at home in classic suburbia: mom, dad, and a gender non-conforming adolescent kid. The scene is utterly mundane and ordinary, but with a touch of danger lurking in the background. Mom is cooking, but beside her one can see a newspaper headline announcing the latest right-wing attack on trans kids. Dad is telling a dad joke to the kid (who rolls their eyes), the TV news on mute in the background but the subtitles have a talking head calling families who provided gender-affirming care to their children sexual predators who should be thrown in jail.Interspersed with each shot, we have a quick cut of heavily armed police massing outside the house. Right as everyone is getting ready for dinner, the door is battered open and the scene goes black. All we hear is the police demanding everyone on the ground, then demanding the child come with them as the family screams frantically. The last we hear is the kid pleading to their parents "don't let them take me!"
What's the point of the ad? To put people (and particularly suburban parents -- political hell hath no fury like a suburban schoolparent scorned) in a mindset where families are in danger. Maybe their family. Maybe their neighbor's family. There's no lie here -- these are the stakes, and families are in danger. But the point is to prime them with that sensation in advance, so that it's what they immediately think of whenever the Trump administration announces policies that will be all about threatening families.
The ad is just an idea (and nobody wants my advertising ideas). And not all the ads need to be negative, necessarily (though as the opposition party, that's probably going to be the bulk of it). But the broader point is that liberals need to do everything they can to just saturate their narratives into the American bloodstream, not as part of a discrete political campaign, but simply as a background feature of what the world is right now. We can't wait for election season, and we certainly can't wait for an increasingly infirm legacy media to the job for us. These stories should be mainlined into every American home, by any and every medium available, and should start right now.
