By Shannon Watts

Since becoming the vice presidential nominee almost three months ago, J. D. Vance has taken almost constant fire for his long history of denigrating women, including comments on podcasts about the tragedy of remaining childless, the misery of women who work outside the home, and the duty of every post-menopausal woman to serve as stop-gap childcare for her family. As a result, Vance has the worst net favorability rating for any vice-presidential candidate in history and has become a walking meme for masculinity gone wrong.

Last night, in an attempt to shed that electoral albatross, we watched in real-time on live television as Vance attempted a calculated rebranding of himself as an ally to women everywhere. 

From the glaring symbolism of Vance’s Barbiecore tie (instead of the traditional red tie Republicans typically wear) to his constant shoutouts to the women “very dear to me”  (including his mother, grandmother and several anonymous women he claims to know who have been through some things), Vance worked hard to project feminine energy—someone who listens, who feels empathy, who might be open to changing his mind. But instead of embodying any of those things authentically, Vance’s debate performance came off like cosplay. This stab at a rebrand was as transparently pink-washed as his tie.

For me, Vance’s mask fell off a few times during the debate. It started when the two women moderators interrupted him for not following the agreed-upon rules, even cutting off his mic. Testy and defensive, Vance talked over them with the now-famous complaint, “The rules were that you guys weren’t going to fact check.” And even though he tried to camouflage it, Vance couldn’t disguise the misogyny that has underpinned his policy platform for decades. Moderator Margaret Brennan ended the exchange by quipping, “Thank you for explaining the legal process,” in a tone that struck a chord with every woman who has ever been mansplained to in a meeting.

When the issue of childcare came up, he implied he supported efforts to make it more affordable—even though he skipped the Senate vote for an expanded child tax credit. When abortion came up, Vance implied he didn’t support a national ban—when, in fact, he has stated publicly that he does. He told the story of a friend who needed an abortion in order to leave an abusive partner—but failed to mention the laws he supports would have instead prevented her from leaving.

But even more revealing, whenever issues like those were discussed, Vance made it clear that he sees those issues as only impacting women, as if they’re somehow untethered from any broad economic and societal implications or don’t also affect women’s partners, children, bosses, everyone. When he spoke about wanting the Republican party to become “pro-family in the fullest sense of the word,” he meant “making it easier for moms to afford to have babies.”

Even the new incarnation of Vance fails to understand that the “women’s issues” discussed during the debate are actually issues that impact everyone’s lives. The lack of high-quality, affordable childcare hurts parents, children, and employers alike. And restricting women’s rights restricts the freedom of all. We now live in a world where men are actively advocating for paid family leave and supporting abortion rights. But in his attempt to modernize his stance on these issues, Vance just wants to tell us about a woman he “knows.”  

Despite Vance’s best efforts to rebrand, women wisely saw through his performance for what it was: performative. According to a CNN instant poll, after the debate Walz had the advantage among women, rising 18 points in favorability. The message is clear: We simply aren’t buying the “new and improved” Vance he’s trying to sell us. 

 

Shannon Watts is an author, organizer, and speaker. She founded Moms Demand Action and recently organized one of the largest Zoom gatherings in history, mobilizing women voters for the 2024 Kamala Harris campaign. Her new book Fired Up is coming in 2025.