Republicans are trying to make the Texas Senate race about “manliness”

Democratic Senate candidate James Talarico speaks at a campaign rally in Galveston, Texas, on October 22, 2026. | Mark Felix/AFP via Getty Images

Texas Attorney General Ken Paxton could have picked any number of messages for his first Senate campaign ad of the general election back in May. Texans care a lot about cost of living, border security, healthcare, and corruption, among other issues. But Paxton’s very first ad went with something that pollsters don’t generally ask about. He accused his opponent, Democratic state Rep. James Talarico, of being “Too Low-T for Texas.” Too low in testosterone. Not manly enough. 

Voters generally don’t rank masculinity as a top issue in any race, but Paxton’s opening salvo wasn’t completely out of left field. Young men broke for President Donald Trump by a shocking margin in 2024. During that campaign, Trump played to the “manosphere”, appearing on many a bro-y podcast and leaning on his macho, politically incorrect image for an audience burned out on the politics of Woke 1. 

Paxton, whom Trump endorsed over incumbent Republican Sen. John Cornyn (R-TX) in the primary, is as closely linked to the president as any candidate on the ballot — so it’s not all that surprising to see him attempt the same strategy.

And Texas, after all, has its stereotypes: rugged individualism. Cowboy boots. Smoked meats. Texas Rangers. The list goes on.

Starting with the “Low-T” ad, the Paxton campaign has been all in on exploiting the politics of masculinity and traditional ideas about gender and gender roles to cast Talarico as not man enough to serve as senator — and the rest of the Republican ecosystem has followed suit. 

In May, Trump policy adviser Stephen Miller tweeted that “The Democrats made history in Texas by nominating their first transgender senate candidate.” Vice President JD Vance recently walked right up to the line of calling Talarico gay at a rally in the state. Elon Musk’s super PAC has flooded the state with AI slop commercials like this one, in which an adult drag queen in a sparkly jersey dunks on some female athletes. The commercial attacks Talarico for being supportive of trans athletes. Trump himself has also weighed in, accusing Talarico of veganism — fighting words in some Texas circles. (Talarico, 37, is a cis man, says he has a girlfriend, and denies being a vegan.)

Attacks are one thing, though, and an effective political strategy another. To figure out whether Paxton’s masculinity campaign is working, the Today, Explained team headed to Texas.

“People are mad about other things”

At a Paxton rally in Fort Worth, Texas, on a recent Monday night, Jacenta and Susan Sims were riling each other up, seeing who could get the best dig in at Talarico’s manhood. 

Susan pointed to her own chest. “My shirt says ‘No Tala-freaking-way.’ Because he is kind of a freak,” she said. She listed some of Talarico’s past comments on gender to support her statement. “Like, how are you talking about God like he’s nonbinary and there’s six sexes?” 

Talarico said God was nonbinary during a Texas legislative session in 2021, making what he later described as a “cringey” point about God being above human categorization. Also in 2021, he claimed during a debate over trans kids in sports that there were six sexes. He recently walked that statement back, saying there were only two sexes.

Jacenta Sims at the Paxton rally wasn’t having it: “If you really had to look deep, he’s probably got some lace on his panties. There’s nothing masculine about him.” Susan piped in, “He looks like a little boy. He’s not tough enough.” Back to Jacenta: “And we need masculinity back in Texas.”

Perhaps it’s not surprising that voters who are already all in on Paxton would also be all in on this line of attack. But those are not the voters Paxton needs to convince.

“I don’t care if Talarico’s gay or not. I don’t believe he is, but it wouldn’t matter to me if he is.” Jesse Sandoval said outside the Tarrant County Elections Center in Fort Worth. He’d just cast his ballot in early voting. “I just felt that they were doing that to try to deflect from the real issues.” 

Another early voter, Michael, didn’t want to give his last name, and works as a cook at a local restaurant. “I just feel like this whole toxic masculinity thing is so unnecessary,” he said. “I was raised by someone who was very, very aggressive and just a very macho man. And I feel like you have to educate yourself as to why those things are not — why saying stuff like that isn’t okay, you know?”

Walt Thompson, also at the polling place, said, “Because he’s soft-spoken, they feel that he’s gay. And you know, he’s not. He’s just not this big rugged looking guy. They can’t accept that.”

Nate, a 32-year-old construction worker who also declined to share his last name, said 2026 is a whole different moment from the last presidential election. “If this was 2024, those [messages] are effective. But I think this year it’s not gonna be effective,” he said. “People are mad about other things. When people care about gas prices, they can’t run on that.”

In other words, the culture wars hit differently when you can’t afford to feed your family or drive to work. 

It’s (still) the economy, stupid

Matt Angle is director of the Lone Star Project, a Democratic research PAC and communications firm. He says these attacks on Talarico’s masculinity are a tell from Republicans. 

“What the Republicans are worried about is people staying home,” Angle told Today, Explained. “Those people, they’re mad about the economy, they’re mad at Trump, and [Republicans] are trying to motivate them by playing to their prejudices. … They desperately need fear to be the motivator rather than anger and frustration.” 

So far, it doesn’t seem to be working. Most recent polling puts Talarico in the lead. The Cook Political Report is calling the race a toss-up. The last time Texas elected a Democratic senator was 1988, but Talarico appears to have a real shot at breaking decades of Republican dominance. 

Angle says Talarico’s laser focus on a message of affordability is breaking through to voters.  

“They’re understanding that their salaries aren’t going as far as they should. And they like that somebody’s talking to them about the cost of groceries, the cost of housing, the cost of healthcare,” he said. 

Who gets to own masculinity, anyway?

There’s another key factor in how the GOP’s masculinity attacks are landing: the messenger. Paxton, after all, isn’t exactly a paragon of traditionally masculine virtue. (Just ask Trump, who can’t stop needling his hand-picked candidate for the way he dresses, looks, and talks.)

According to Jill Tate, president of the Texas Federation of Republican Women, many of her members had grown skeptical of Paxton’s candidacy. That’s because his wife, Texas state Sen. Angela Paxton, filed for divorce last year on what she described as “biblical grounds.” The actual filing listed adultery as the reason for divorce. 

“I’ve been involved in Texas politics over 30 years,” Tate said, “and this is the first time I’ve truly been concerned we could lose a statewide [race] since the Republicans took over in the ’90s.” 

Angela Paxton recently did her ex a solid, giving a speech to the Republican women in Tate’s group called the “elephant in the room” speech. She also cut an ad boosting “the Republican ticket,” though not Paxton by name.

“She talked about the fact that while our candidates may fall down and they may do things that are disappointing and morally wrong, it is extremely important to remember that that is the human side. And that’s not what they’re going to do in office,” Tate said of the speech, which urged the audience to vote for the team — for Republicans — rather than on the moral failings of one person. 

Tate believes that the speech changed some minds and could push women in the room to vote for Ken Paxton instead of just staying home. But outside of a room of diehard Republicans, that message — vote for Ken Paxton despite Ken Paxton — may not be a compelling one, no matter how much ads try to paint his opponent as less masculine.

“Texas is a knife fight uphill every day for Democrats,” Angle, the Democratic strategist, said. But in 2026, the mix of a weak Republican candidate and anger at the economy might be enough to give Democrats a chance — and help neutralize Paxton’s efforts to turn the race into a referendum on a very specific view of masculinity.

Ryan Rusak, a veteran Texas politics writer, agrees. “I think that where Talarico can use this to his benefit is to turn it around to say, ‘Okay, well, these guys who wear the boots and eat all the brisket are the ones that got us $5 gas. They’re the ones that got us into a war in Iran. They’re the ones that have gotten it to where you can’t buy a house even in a place where we still make it fairly easy to build houses.’”

“Had we not had an environment like this,” Angle said, “I think it might have been harder for James to break through.”