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Now that President Joe Biden has dropped out of the presidential race, Vice President Kamala Harris has become the frontrunner in the bid to become the Democratic Party's new nominee. Republicans naturally have shifted their focus to the vice president. Yet some media figures and influencers have responded to Harris becoming the Party's new standard bearer by employing a strategy that is sure to backfire: Casting her as a "DEI hire," in reference to controversial diversity, equity, and inclusion initiatives that have become popular in corporate America, the government, and other important American institutions, which prioritize hiring people of color.
This is not a new line of attack against Harris and other nonwhite female politicians; those peddling the DEI trope have long pointed out that Biden only selected Harris because she is a Black woman.
But here's the point: Regardless of whether the DEI label applies to the vice president, using this tactic isn't going to help Republicans secure the White House after November. Indeed, it will likely work against their efforts to elect former President Donald Trump.
For starters, the Right has overused the term DEI to the point that it means little outside of conservative politics. Indeed, right-leaning politicians and media figures have used DEI in the same way that many on the Left use the term "racist," applying it to anyone or anything they don't like.
Republicans have blamed a slew of mishaps and incidents on DEI, including everything from the Francis Scott Key bridge collapse in Baltimore to airplane malfunctions and even the assassination attempt against Trump. In fact, some on the right even referred to Baltimore Mayor Brandon Scott, a Black man, as a "DEI mayor" after the bridge collapse, and plenty of high-profile individuals on the Right apply the term to any racial minorities and women who espouse Left-leaning views.
By throwing the term "DEI" around in this manner, they have given the impression that they believe only straight white men can be competent and successful. In so doing, they seem to have validated much of what the Left says about folks on the Right being bigoted. Whether this is true or not isn't the issue. The issue is that those holding the loudest microphones on the right make it easier to brand them in this fashion.
Moreover, this type of rhetoric is more likely to turn off voters who might be open to supporting Trump and other Republican candidates, a reality that the former President's campaign seems to understand. After all, we haven't yet heard Trump refer to Harris or any other Democrat as a "DEI hire," have we?
The reason why he hasn't employed this tactic is simple: It's a stupid messaging strategy.
Most Americans are not concerned about DEI. In fact, most probably don't even know what it is. A Gallup poll released in March asked voters to list their top concerns heading into the upcoming election. The most pressing issues were crime, homelessness, the economy, healthcare, federal spending, and the budget deficit. Issues such as illegal immigration, drug use, social security, and potential terrorist attacks were also top concerns for voters.
Do you know what issue didn't make the list? You guessed it: DEI.
Focusing on DEI to help Trump win in November is like trying to eat soup with a fork. It won't get Republicans very far when it comes to defeating Harris or any other contender Democrats might choose. As it turns out, using a talking point that makes you look racist and sexist isn't an effective way to win hearts and minds.
If Republicans are serious about winning, they had better focus on the kitchen table issues people actually care about. When attacking Harris, it would be more effective to go after her record and the many failures of the Biden administration instead of fixating on her race and gender.
Relying on the DEI trope will only harm Trump's chances of winning.
Jeff Charles is the host of "A Fresh Perspective" podcast and a contributor for RedState and Liberty Nation.
The views in this article are the writer's own.
