Cal Thomas: Republicans are failing to communicate
In a thought-provoking commentary, Cal Thomas draws parallels between the iconic line from the 1967 film “Cool Hand Luke” and the current communication gap between the Trump administration, Republicans in Congress, and younger voters. He argues that despite significant achievements such as a closed border, deportations of undocumented immigrants, and tax reductions, these successes are not resonating with the younger generation, many of whom are increasingly attracted to socialist ideologies. This disconnect is exemplified by the election of democratic socialist Mayor-elect Zohran Mamdani in New York City and the economic struggles seen in Oregon, highlighting a growing generational divide in political and economic perspectives.
Thomas attributes this communication failure to differing life experiences between generations. He notes that younger individuals, particularly those born after 9/11, lack the historical context that shapes older generations’ views on socialism and economic policies. He points out that while older generations remember the Cold War and its implications, younger people often lead more sheltered lives and prioritize immediate concerns like affordability over historical lessons. For instance, although gas prices have decreased under the Biden administration, many younger voters may not connect these changes to the broader economic narrative. Thomas suggests that Republicans need to adapt their messaging to effectively communicate their successes and counter the prevailing narratives that blame them for economic hardships.
To bridge this gap, Thomas recommends a strategic shift for the GOP in their advertising and outreach efforts. He envisions ads that visually demonstrate the positive changes in everyday expenses, such as grocery prices, contrasting them with the narratives often presented in the media. By showcasing tangible improvements in affordability and living costs, Republicans could more effectively engage younger voters. Furthermore, he urges the party to adopt a proactive stance, emphasizing the benefits of their policies while warning of the potential consequences of returning to Democratic leadership. Ultimately, Thomas believes that with a focused communication strategy, Republicans can make their successes known and counteract the allure of socialist ideologies among younger generations.
https://www.youtube.com/watch?v=bnPtDCSUf5o
In the 1967 film “Cool Hand Luke,” the “Captain” says to Luke (Paul Newman) “What we’ve got here is a failure to communicate.”
The same could be said of the Trump administration and Republicans in Congress. While they have much to brag about – from a closed border, the deportation of undocumented immigrants and
lower taxes
– it’s not getting through to especially a younger generation that seems enamored with socialism as we’ve recently seen with the election of democratic socialist Mayor-elect Zohran Mamdani in New York City and the disastrous result of that economic philosophy in
Oregon
.
The generational divide means that younger people have not experienced what older generations have experienced. An example: My wife and I are the same age. We have family members who were in the military. We like the same music and recall the threat of nuclear war with the Soviet Union which was part of the Cold War. When we speak of such things we understand each other.
Younger people, especially those born after 9/11, know nothing of our experiences, nor have they similar experiences of their own. They have led what we used to call “sheltered lives,” which has created in them an entitlement mentality. When we try to tell them why socialism doesn’t work, they seem to care only about “affordability.”
Gas prices
are down since the Biden administration (now averaging
$3
per gallon, but
$4.73
on average in California as of April 2025). I went grocery shopping last week and found prices have dropped on such basics as eggs, milk and bread.
Since January 2021, overall prices rose $22.7 percent, but wages rose only $21.8 percent. Inflation hit a record high of
9.1 percent
in June, 2022. Inflation was
3 percent
for the 12 months ending in September 2025, according to the
Bureau of Labor Statistics
.
Why is this not getting through? Part of it has to do with the failure to acknowledge these facts by the media, which never hesitate to blame Republicans when prices go up and the government closes. But a lot of the failure by Republicans to get through to younger voters is because they are speaking a different language.
Were I a consultant for the GOP I would develop several ads. One would show two women grocery shopping with a list that has in one column the prices of food during the Biden administration and the prices now. One woman says to the other “Look how the price of eggs has dropped. That’s not what we are hearing on the news.” Another ad would feature a woman filling up her car and telling her liberal, college-age son, “$3 a gallon is cheaper than it was five years ago under Biden.”
People have more options than ever when it comes to where to live, work and what to buy. If the rent or housing prices are too high, one can always move to a place with no state taxes, cheaper food and gas and less expensive housing.
Republicans should get off defense (and the Epstein files ) and note how everything was more expensive under Biden. The cost of health insurance escalated because of subsidies created by “Obamacare.” Cheaper health insurance is available through independent organizations like Medi-Share and Samaritan’s Purse.
These and other truths that prove things are getting better because of Republican policies, should be hammered home every day. It should also be repeated that if Democrats return to power, the public can look to the recent past, the present in
Oregon
and the likely future in New York to see how liberal policies have failed.
It shouldn’t be that difficult to communicate.
Readers may email Cal Thomas at
tcaeditors@tribpub.com
. Look for Cal Thomas’ latest book “A Watchman in the Night: What I’ve Seen Over 50 Years Reporting on America” (HumanixBooks).
