“The atmosphere is the wrong way up,” mentioned Michael Brodkorb, a former deputy chair of the Minnesota Republican Occasion. “The depth has been reversed.”

It isn’t simply abortion. Lower than 20 years after conservatives used ballot measures against same-sex marriage to spice up voter turnout in 11 states, public sentiment has shifted on the problem so dramatically that Democrats are poised to force a vote on laws to protect same-sex marriage to attempt to injury Republican candidates. Following the college capturing in Uvalde, Texas, Democrats from Georgia and Wisconsin to Illinois and California are working adverts supporting gun restrictions, as soon as seen as a legal responsibility for the left, whereas overtly partaking Republicans on crime.

In an promoting marketing campaign shared with POLITICO, the center-left group Third Means mentioned the PAC it launched final yr to defend average Democrats, Protect PAC, will begin spending a minimum of $7 million subsequent week on digital and mail adverts in seven aggressive Home districts to counter Republican assaults on crime, immigration and different tradition warfare points.

The promoting push follows polling in Rep. Abigail Spanberger’s Virginia district that recommended counter-messaging by Democrats on public security might blunt the impact of “defund the police” assaults by Republicans. In consequence, whereas Spanberger is airing ads tearing into her Republican opponent on abortion, Shield PAC will be running a digital campaign bolstering Spanberger’s credentials on police funding.

“The story is that issues that was very harmful for Democrats – weapons and abortion – are actually superb for Democrats,” mentioned Third Means’s Matt Bennett. “These type of tradition points – [same-sex] marriage, abortion and weapons – have flipped. The political influence of them [has] flipped.”

Republicans, Bennett mentioned, “aren’t giving up on the tradition wars as a [political] alternative” forward of the midterms. However he mentioned, “I believe we will neutralize these points if you happen to appropriate the report.”

That’s a far cry from the GOP’s one-time power: campaigning on God, weapons and gays. It was solely a yr in the past that the cultural flashpoints in American politics appeared far more favorable to the GOP, with Republicans driving a flurry of reports cycles on masks mandates, essential race idea, transgender scholar athletes and the perceived excesses of social media and large tech.

Even on abortion, voter depth — if not general public opinion — appeared as lately as final yr to be on Republicans’ aspect. Within the Virginia gubernatorial race in 2021, a majority of voters who listed abortion as a very powerful challenge going through the state voted for the Republican, Glenn Youngkin, according to exit polls.

However simply as Democrats noticed the politics of weapons start to shift in 2018 — when candidates favoring restrictions on firearms prevailed in some congressional swing districts — the rejection of an anti-abortion poll measure in Kansas and Democratic over-performances in special elections in Nebraska, Minnesota and New York this summer time revealed the opening for them in Roe.

“Democrats are like, ‘Eureka! Now we have our personal tradition warfare successes,’” mentioned New York-based Democratic strategist Jon Reinish, a former aide to Sen. Kirsten Gillibrand. This yr, he mentioned, may very well be a turning level “through which the deployment of the tradition warfare really works for the primary time within the Democrats’ favor and never the Republicans.”

“That can say rather a lot about 2024,” he added. “Democrats are so afraid of their very own shadows, naturally. However I believe that if it really works this time, this might give permission to not be afraid.”

For Republicans, the toxicity of the Supreme Courtroom’s overturning of Roe v. Wade was not singularly within the unpopularity of the choice, however in its undercutting of Republican efforts to model Democrats as excessive. On the base of each non-economic assault Republicans leveled at Democrats — from crime to immigration and training — was the concept the left was out of contact. However Roe, supported by a majority of People — including independents critical in a midterm election — was a reminder that on one of the salient problems with the midterms, Democrats have been within the mainstream.

On prime of that, abortion as a voting challenge has been blotting out different cultural issues, second solely to inflation, in response to an NPR/PBS NewsHour/Marist ballot launched on Thursday.

Patrick Ruffini, a Republican marketing consultant and pollster who has labored for the Republican Nationwide Committee and former President George W. Bush’s 2004 reelection marketing campaign, mentioned that whereas Republicans nonetheless have successful arguments on points together with faculty curriculum and pandemic-related restrictions, abortion “occurs to be probably the most salient challenge proper now.”

Whit Ayres, a longtime Republican pollster, famous that “cultural points nonetheless profit Republicans, however Dobbs is a giant deal, as a result of it actually energized ladies who weren’t significantly political earlier than, together with youthful ladies.”

“The most effective case for Republicans is to have this be a referendum on the Biden administration and Democratic governance, particularly inflation, immigration and crime,” he mentioned. “Something that detracts from that referendum undermines the Republican case.”

For Republicans, the outcome has been a common election reset through which the GOP is refocusing squarely on inflation and on Biden, whose low job approval rankings stay a drag on the Democratic Occasion. Republicans are nonetheless extensively anticipated to take the Home in November, although probably by narrower margins than as soon as anticipated. But when they do win the Home it should probably be these kitchen-table points, not the tradition wars, that put them excessive.

That is seen in Colorado and Washington, the place Republicans are casting incumbent Sens. Michael Bennet and Patty Murray as stooges of a Biden administration chargeable for inflation and a teetering economic system. In Nevada, Republicans are equally hitting Democratic Sen. Catherine Cortez Masto on the “Biden-Masto economic system.” They’re nonetheless campaigning on crime charges and on immigration in some states. However they’re saying as little as doable about Roe.

In Minnesota, Scott Jensen, the Republican nominee for governor, this week released an ad through which he holds a child, dismisses abortion as a “divisive” challenge and appeals to voters to as a substitute “deal with the problems that matter.”

With Democrats “doing higher than anybody proper now” on cultural points, mentioned a former Republican congressman acquainted with the celebration’s marketing campaign operation, “it’s going to be again to the economic system and bread-and-butter” for the GOP.

“It’s going to be concerning the economic system and other people’s views on what’s of their financial finest curiosity,” mentioned the previous congressman, granted anonymity to talk candidly. “That’s the best way Republicans are going to win within the fall, I believe.”

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