Canadian sociologist Marshall McLuhan famously declared that “the medium is the message.”
But what if the message is just “medium?” Or, perhaps in todays vernacular, “mid.”
Both sides are trying to curate what they say to voters in order to coax them to vote for their party in November.
“The message matters,” said House Majority Whip Tom Emmer, R-Minn., on Fox. “We have accomplished a ton. No taxes on overtime. No taxes on tips. We raised the child care tax credit. The list goes on and on.”
EXCLUSIVE: INSIDE VANCE’S INTIMATE CAPITOL HILL HUDDLE AS REPUBLICANS CONFRONT TOUGH MIDTERM TERRAIN
Those are all vestiges of the Big Beautiful Bill which the Republican-led Congress passed last summer. Now Republicans are scrambling to remind voters what they did.
“It was a great message last year and we missed the opportunity, in my view, to talk about the good things we did last year,” conceded Sen. Kevin Cramer, R-N.D.
But Cramer says voters want to know what youve done for them lately. And thats where the GOP could struggle.
“People’s rearview mirror is getting shorter and shorter all the time,” said Cramer. “What you are going to do for me today is more important to them than what you tried to do a year ago.”
Thats why some Republicans are frank about their prospects at the polls.
“This midterm is going to be a f*cking bloodbath,” fumed Rep. Nancy Mace, R-S.C., who is retiring. “I think that both parties know everyone’s putting blame on the Republicans right now.”
Democrats are campaigning on affordability. The cost of groceries and fuel are top of mind.
“What’s most important to Americans are pocketbook issues,” said Sen. Tim Kaine, D-Va. “And they see the tariff strategy as punishing our allies and punishing their pocketbooks for no purpose.”
But Democrats are also stumping on a promise.
“The top priority in these next two years is going to be holding Donald Trump accountable,” said Colorado Democratic House nominee Melat Kiros.
“We’ll hold this administration accountable for its corruption,” warned House Democratic Caucus Chairman Pete Aguilar, D-Calif.
“We will subpoena them if we need to,” declared Rep. Pramila Jayapal, D-Wash.
Its unclear if threats of Presidential probes could dilute the Democrats directive this fall.
“When you talk about (investigations),” yours truly asked House Minority Leader Hakeem Jeffries, D-N.Y., “Does that step on your message in any way about costs?”
“No, because there’s a cost to the American people around corruption,” answered Jeffries. “Which is why the American people are demanding that action be taken and that we hold the crooks accountable.”
FOX NEWS POLL: SQUEEZED BY COSTS, FRUSTRATED VOTERS TURN TO THE DEMOCRATS
Still, one Democrat says the party is better politically if it sticks to bread and butter issues.
“There are a lot of corruption questions,” said Sen. Peter Welch, D-Vt. “But I think the gold ring, the brass ring, is focusing on affordability.”
While Republicans try to remind voters about the Big, Beautiful Bill, another prominent GOP senator says his party lacks a coherent message.
“We’re lucky because the Democrats don’t have a plan either,” said Sen. John Kennedy, R-La. “
