Democrats’ hopes to flip the Senate may hinge on the Texas candidate’s strategy to win back male voters.
James Talarico is determined not to let his GOP challenger Ken Paxton’s and Republicans’ attacks on his masculinity define him in what has emerged as one of the party’s loudest tactics in the crucial Senate race.
The Texas Democrat is working to position himself as a candidate focused on issues he says men actually care about instead of speculation about his diet, sexuality and religious beliefs.
“They’ve even called me a vegan, and those are fighting words in the state of Texas,” Talarico said at a San Antonio rally this summer.
“Nowadays our culture tells young men that greatness is tearing other people down, is trolling and owning and dominating. But my dad showed me what real greatness looks like. He inspired me to serve,” Talarico said at another rally in Houston, referencing how his dad often mowed the lawn of his elderly widowed neighbor without asking.
Talarico’s attempt to reclaim the masculinity narrative by confronting the issue head-on could help propel him to flip a seat Democrats haven’t held in nearly four decades, and which could determine control of the Senate next year.
It comes as both parties, in Texas and across the U.S., are fighting to win male voters — especially young, Black or Hispanic men — who in 2024 lurched to the right to help Republicans take control of the White House and Congress. The issue of masculinity has also been turbo-charged during Donald Trump’s second term, with the president hosting UFC fights on the White House lawn and his Secretary of Defense Pete Hegseth pushing for testosterone testing in the military.
If Talarico prevails, he could ultimately serve as a model for other Democratic candidates to connect with male voters or fend off Republicans who try to use issues of masculinity as a cudgel.
“Democrats need to be prepared for more of these attacks to come and understand how to handle them,” Lucas Holtz, a senior political adviser at the centrist think tank Third Way, said in an interview.
Republicans think they’ve hit a nerve with Texas voters about Talarico’s manhood. Members of the party have targeted the 37-year-old public school teacher-turned-state legislator for past statements endorsing a vegan lifestyle, suggesting that “God is nonbinary” and opposing legislation that erodes transgender rights.
“If you look at him, this is a guy who’s publicly stated pretty bizarre things — that God is nonbinary,” said Rep. Brandon Gill (R-Texas) in an interview. “He’s a total weirdo, and I think Texas voters recognize that.”
Talarico said recently his comment on God’s gender was meant to be “deliberately provocative” and that he meant God is beyond gender.
Republicans are also seizing on Talarico’s unmarried status and smaller physical build to paint the Democratic candidate as weak and effeminate. Some have falsely called him gay or transgender. Paxton’s very first ad of the general election campaign implied Talarico has low testosterone levels. And a conservative PAC released an AI-generated video of Talarico as an actress from “The Sound of Music” singing about wanting to give hormones to children.
Talarico opposes gender affirming care for minors, his spokesperson JT Ennis said.
“In Texas, there’s a certain level of tough guy-ness that we all pretend to have in ourselves, and that we like in our elected officials,” said Vinny Minchillo, a Texas-based Republican admaker who is not involved in the race. “If you push that the right direction, that especially does not sit well with Hispanic men and Black men.”
Paxton’s campaign and his allies think Talarico’s previous comments on these issues put him out of touch with voters in both parties.
“Texans can spot an audition for a new identity and they know he is weak and woke on core Texas values,” Paxton adviser Nick Maddux said in a statement. Maddux pointed to moves Talarico has made during the campaign he said shows flip-flopping, such as wearing a Texas flag shirt after calling the American flag a “complicated symbol.”
“He is undoubtedly hurting Democrats,” Republican Texas Sen. Ted Cruz said in an interview about Talarico.
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Some Hill Democrats say Republicans’ fixation on Talarico’s manhood is an attempt to distract from Paxton’s weaknesses.
“They fear his strength, especially since he’s running against the most notorious scumbag in American politics,” Sen. Jon Ossoff (D-Ga.) said.
Paxton has faced an ethics complaint that was later dropped, a Justice Department corruption investigation for which he was not charged and securities fraud charges which were ultimately dismissed in an agreement. He was also impeached by the Texas GOP-led House for bribery and abusing his public office, which he called a “sham” coordinated by liberals, and was later acquitted by the Texas Senate.
Paxton also has a history of using cultural issues to his advantage, such as stoking anti-Muslim fears through campaign messaging.
Meanwhile, Talarico’s campaign says they’re not seeing evidence that the masculinity barbs are gaining traction, pointing to robust Democraticgains amongHispanic voters while also arguing that polling shows a toss-up general election contest. The campaign did not share specific data to support that its messaging to male voters was lifting Talarico’s polling with that demographic.
Talarico has focused on issues he says affect many men — like lowering housing costs, stopping corporate landlord rent manipulation and curbing the influence of billionaire mega-donors in politics.
“Ken Paxton is picking these fights no one cares about to distract from the fact that he has no solutions to lower the cost of gas, groceries, or healthcare,” Ennis said in a statement. “Real men serve others, weak men serve themselves.”
Talarico also has tried to appeal to young men and Hispanic voters by placing ads during World Cup and NBA Finals games. And he’s challenging Paxton to a series of televised debates, in which the two could spar on manhood and other issues. Paxton’s team said he’s agreed to the debates but they’re still negotiating logistics and terms