Inside the White House meme-generating apparatus

Welcome to Regulator, a newsletter intended for Verge subscribers about technology, oligarchs and the mindset rapidly reshaping politics and civic society. Not yet a subscriber to The Verge? You ought to! It could significantly benefit your life.

The previous week served as a stark reminder that regardless of the type of atrocity being committed or how many casualties arise, the instinctual reaction from the Trump administration is to engage in petty mockery. The response from the White House via X regarding the kidnapping of a sovereign leader? “FAFO”. The reply to an ICE officer shooting a woman openly in daylight? A listicle styled like Buzzfeed titled “57 Instances of Disturbed, Unhinged Democrats Waging War on Law Enforcement.” ICE agents detaining demonstrators? “Welcome to the Find Out phase.”

For most individuals keeping tabs on current affairs, the meme activity of the Trump administration comes across as harsh and brutally insensitive. However, a disillusioned insider in politics might also interpret Trump’s barrage of memes as part of a media tactic known as “rapid response”: the ongoing effort to swiftly craft the political narrative surrounding a breaking news situation, often within moments, before the press or rivals can influence the narrative for you.

“Every political office, every campaign possesses a dedicated team that assists them in strategically reacting to news events that exceed their reach,” stated Lis Smith, a prominent Democratic communications strategist based in NYC. This profession has existed since the dawn of the 24-hour news cycle, when cable stations could assemble a panel of commentators to discuss recent news, and the demand has surged dramatically in the age of social media. “You cannot oversee all the narratives that will be out there, so it’s crucial to manage the disorder that’s entering your environment.”

Smith was the rapid response director for Barack Obama’s 2012 presidential campaign, one of the pioneering campaigns to fully embrace social media, and worked in the communications offices for several mayors and Democratic candidates in New York City. She’s widely acknowledged for significantly boosting Pete Buttigieg’s public profile, transitioning him from a lesser-known mayor to a viable presidential contender as his communications director. She assesses social platforms based on their communication efficiency: X, previously known as Twitter, remains the optimal platform for disseminating “text-based rapid response communications such as written statements” to a diverse array of “elites and opinion-shapers.” A Bluesky-based communications plan might engage a supportive left-wing audience, but is unlikely to “break through” to the broader demographic, nor will a Rumble-based initiative extend beyond the right-wing sphere.

Crucially: memes might serve as a quick means of relaying a political message to a niche audience familiar with the inside humor, but the jest is seldom comprehended by those outside that circle — particularly individuals who might once have been sympathetic to the idea of curbing illegal immigration, yet feel repulsed by the manner in which the Trump administration executes its policies. The memes reflect this mentality. “The administration’s meme usage effectively diminishes the political dialogue,” said Smith. “It strips away the humanity, seriousness, and complexity that’s necessary, replacing it solely with brutishness.”

Before diving into my chat with Smith, here’s The Verge’s most recent updates regarding the political tech dystopia:

This interview has been refined for clarity.

You began your career when Twitter, prior to becoming X, was essentially the primary online media space for politics. How has rapid response evolved in an environment where there’s an overwhelming amount of narratives to control across various media?

It has become increasingly challenging. In the ’90s, a significant shift occurred with the introduction of the 24-hour news cycle amplified by cable news. In the late 2000s and the early 2010s, social media sparked another major evolution, particularly through Twitter, enabling immediate responses to news as it unfolded. However, it’s evident now that conveying your message has become more difficult with the fragmentation of social media platforms. People engage with X differently today compared to a decade ago, and your message is less likely to resonate as effectively on a platform like X now due to shifts in verification processes, etc.

Thus, you have to adopt a comprehensive communication strategy, targeting traditional outlets with press releases and direct outreach to reporters and networks, while simultaneously engaging in real time on social media. This involves not only using X, but also engaging with Threads, Bluesky, TikTok, Instagram, and all those platforms, because never before have people’s media consumption behaviors been so splintered.

Do political candidates utilize specific platforms for specific political objectives or leanings?

X remains a key player in American politics for disseminating rapid response communications, particularly text-based messages like written announcements, as it is where political insiders, analysts, and journalists congregate. Most messaging effectively emanates from there. The fragmentation is more noticeable in the domain of short-form video, with some campaigns favoring TikTok, others leaning more into Instagram; a preference for particular platforms is evident along partisan lines. However, Bluesky on the left will never match X’s efficiency in reaching elite figures and opinion leaders — similarly, Truth Social or Discord on the right won’t be effective for reaching those circles either.

Let’s delve into the nature of the messaging itself. I know that Kamala Harris and Biden attempted to embrace memes during their 2024 campaigns, but evidently not as successfully as Trump, whose meme usage appears considerably prevalent within his administration. Is there a particular way operatives assess the meme format as a political messaging instrument?

The meme format tends to circulate rapidly. It’s tailored for a specific audience that will grasp it immediately, simplifying a political narrative. However, the downside is that it remains heavily audience-dependent. Not everyone recognizes a Family Guy meme, nor is everyone familiar with a Patriots meme, or any given viral meme.

Another drawback of the meme format is that it often strips away essential context and humanity. When the administration shares somewhat amusing memes about deportations or ICE, it tends to eliminate the empathy and compassion that typically accompany the immigration discourse. Many people accept that illegal immigration poses issues and recognize the need for action. But they also acknowledge the humanity of those involved in these situations and find it inappropriate to trivialize scenarios such as ice raids during school pick-ups, family separations, or parents’ tears as they are taken away from their children.

I recently listened to Joe Rogan interview Shane Gillis, and they discussed this topic. Both Rogan and Shane Gillis have shown favorable sentiments towards Trump in the elections — Rogan more emphatically than Gillis — yet Gillis mentioned, I want our government to take the illegal immigration crisis earnestly. I don’t want it to be humorous to them. This sentiment resonates with the feelings of many regarding these matters.

When serious issues are distilled into cruel, comedic memes, they risk alienating potential supporters who might agree with the overall viewpoint if approached with greater maturity and compassion. However, the administration opts to prioritize speed and virality over humanity and maturity, suggesting that those elements are irrelevant. A viral meme — whether humorous or cruel — is likely to propagate quicker than nuanced discussions. They favor rapid spread over depth and seriousness.

Your insight aligns well with what we’ve contemplated at The Verge: my colleagues interpreted Trump’s capture of Maduro and their reaction to the ICE shooting as evidence that this government’s policy embodies a meme mentality — valuing speed, virality, and delivering their narrative before the public can process events.

There exists a fleeting timeframe in which individuals — from journalists and voters to anyone online — attempt to comprehend the unfolding situation and their personal reactions to breaking news. Rapid response is aimed at filling that gap and shaping opinions; however, there are significant concerns regarding the Trump administration’s methods. In the short term, they may achieve wins in viral meme culture. Yet over a longer horizon, their communication style surrounding issues — be it the tragic shooting of Renee Good in Minneapolis, or the broader topic of deportations — may end up undermining the political discussions. The public desires tangible actions regarding these issues, but they reject unabashed cruelty.

Moreover, if they [the administration] rapidly release inaccurate information, it merely compounds the public’s distrust in government institutions and the administration itself. While this might ultimately work to the Trump administration’s advantage — as increased skepticism towards official narratives could play into their favor — overall, disseminating false information that achieves viral traction can be detrimental, eroding the trust people place in their statements. This is particularly harmful for their relationships with news outlets and influential figures who would typically regard presidential pronouncements with credulity.

Is it premature to contemplate meme warfare in the upcoming midterm elections — swaying opinions to prompt voting behavior and disseminating messaging with urgency?

I doubt that the meme-centric approach of this administration will benefit Republicans during the midterms. I believe if you were to consult many Republicans operating in swing districts or regions, and you were to present them with the memes propagated by this administration, they likely would not endorse them, nor would they concur that this amounts to effective political strategy. As previously mentioned, the administration’s employment of memes tends to simplify the political discourse. It strips away required humanity, seriousness, and nuance, relegating discussions to mere cruelty. The electorate that will emerge in 2026 — while some may align with the embracing of cruelty by the MAGA base — others who need persuading have nuanced views about issues like illegal immigration, advocating for secure borders and stricter enforcement, but should not be bombarded with memes trivializing a father’s detention in handcuffs.

I envision that the administration’s fixation on immediacy and viral success could yield political repercussions. The tone currently adopted online will have ramifications for Republicans as they head into 2026, barring an eventual misstep from Democrats concerning immigration policy.

Additionally, a significant number of voters influencing the midterm results are older demographics. They may not engage directly with memes, nor grasp their context. This aspect is often overlooked: even though a more significant share of the populace is accessing news through social media, many key decision-makers in elections — the individuals Republicans need to persuade — do not consume memes. The electoral payoff from this tactic remains uncertain.

Referencing memes that encapsulate political arguments:

Until next week.