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Rahm Emanuel, the former Chicago mayor and adviser to two Democratic presidents, is suddenly all over the news. This week alone, he’s appeared on a number of podcasts in what seem to be early forays into an exploratory campaign for president. Emanuel went on the former Fox News host Megyn Kelly’s podcast and answered “no” when asked if a man can “become a woman.” On another podcast, with The Free Press’s Bari Weiss, Emanuel said that Democrats lost in 2024 because Kamala Harris didn’t set herself apart from Joe Biden, and noted that his party “got sidetracked” by issues that were not front of mind for voters.
Emanuel was the most visible in the media this week, but he’s not the only would-be candidate we’re hearing from. This morning, former Transportation Secretary Pete Buttigieg went on the podcast The Breakfast Club; he also made a surprise cameo on a Barstool Sports podcast last week to present a jokey “Lib of the Year” award to the internet personality Jersey Jerry, who was wearing a MAGA hat. In an elegant Vogue spread, an old-school and somewhat stiff way to communicate one’s political ambitions, Kentucky Governor Andy Beshear bragged about having once been on MrBeast’s show. “We’ve got to do the YouTube shows,” he said, telling the reporter that, unlike Harris, he would have gone on The Joe Rogan Experience. Buttigieg and Representative Ro Khanna of California have both appeared on the comedy podcast Flagrant, co-hosted by Andew Schulz. California Governor Gavin Newsom invited the conservative activist Charlie Kirk to be a guest on the first episode of his podcast.
These appearances indicate that Democrats “are finally waking up to the fact that you can’t run a presidential campaign” simply “by going on CNN and MSNBC,” Lis Smith, a Democratic strategist who worked on Buttigieg’s 2020 presidential campaign, told me. And these public appearances aren’t just a way for presidential hopefuls to introduce themselves to voters; they’re also opportunities for donors and party elites to start eyeballing their favorites and winnowing the primary field.
Most party strategists I’ve spoken with this year believe that Democrats need to appear on more nontraditional and ideologically diverse outlets to reach new voters and make more people—even those who don’t agree with the Democrats on everything—feel welcome inside the party tent. Donald Trump’s successful turns on Rogan’s podcast and on shows hosted by the comedians Theo Von and Schulz contributed to his victory last November.
Democratic hopefuls everywhere are swearing more and attempting to adopt a little more swagger. In his interview with Weiss, Emanuel, who once sent a dead fish to a political enemy, leaned back in his chair, looking unbothered; Buttigieg chopped it up with the bros on Flagrant for more than two hours. Notably, some female potential candidates aren’t yet in the mix—where’s Gretchen Whitmer these days? Erickson didn’t know, but she told me that it’s clear that the party’s decline in support from men “has really lit a fire under Democratic dudes.”
Along with a broader shift in media strategy, we’re also seeing a shift in rhetoric from at least some Democrats. “These folks are right that the Democratic Party was seen as too extreme, and that contributed to our loss,” Lanae Erickson, a senior vice president at the center-left think tank Third Way, told me. She’s pleased, she said, that the current zeitgeist seems to be a move “toward the middle.” The Democratic course correction has begun.
Part of that involves punching left. After Emanuel told Kelly that a man cannot become a woman, Kelly sighed, lamenting, “Why don’t more people in your party just say that?” “Because,” Emanuel joked, “I’m now going to go into a witness-protection plan.” Newsom told Kirk that allowing transgender athletes to compete in women’s sports is “deeply unfair,” and had broader critiques of the Democratic Party’s communication skills.
Democrats on the campaign trail have had a difficult time addressing topics around gender. One analysis conducted by a Democratic super PAC found that a Republican ad about Harris’s views on transgender identity was effective for Trump during the 2024 campaign. (Many Democrats criticized Harris’s campaign for refusing to respond to the ad, whose tagline read: “Kamala is for they/them. President Trump is for you.”) Emanuel’s answer on Kelly’s show, whether or not it’s a winning message with the Democratic base, speaks to a tone change on the topic. Every 2028 hopeful can expect to be asked directly about their views on the subject—and “should be ready to answer,” Smith told me.
Even by the standards of the previous cycle’s incredibly early campaigning, all of this might seem rather premature to discuss. But as Emanuel himself is famous for saying, a good crisis should never go to waste. Democratic presidential hopefuls are well aware that the party’s leadership vacuum is an opportunity—and they’re determined to not misuse it.
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Rafaela Jinich contributed to this newsletter.
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