Why Donald Trump Is Targeting ‘Security Moms’

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Media Outlet: Time

Jay Newton-Small wrote for TIME about Donald Trump's targeting of specific female demographics:

In 2004, George W. Bush won reelection by mitigating the loss of the women’s vote to Democrat John Kerry to less than 10 percentage points. He did this, in part, by scaring “security moms” not to change horses mid-war. In 2016, Donald Trump is employing a similar strategy with women, on steroids.

Trump’s approach to female voters is one of hyper-masculinization: he portrays himself as strong and his opponents weak, particularly on national security, and he pledges to protect women from rape or murder by illegal immigrants, invoking the murder of Californian Kathryn Steinle by an undocumented man early and often on the campaign trail.



Jay Newton-Small was a Class of 2016 & 2017 New America Fellow researching Alzheimer’s disease and end of life care. She is a correspondent for TIME magazine and author of Broad Influence: How Women Are Changing the Way Washington Works.