Trump Invests Millions in Anti-Trans Ads Targeting Harris Ahead of Election

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As the U.S. election approaches, anti-trans advertisements directed at Vice President Kamala Harris are saturating the airwaves, reflecting Donald Trump's strategy to sway undecided voters through divisive messaging. Experts caution that this approach may backfire amid a tightly contested election.

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The Trump campaign, alongside various Republican organizations, has invested tens of millions of dollars into these provocative television ads, which have been broadcast in critical battleground states and during popular professional football games, known for their large audiences. Rights advocates criticize the advertising blitz as detrimental to an already marginalized transgender community, signaling that Republicans are leaning heavily into "culture war" narratives to influence voter sentiment.

One ad features a female narrator claiming, “Kamala supports taxpayer-funded sex changes for prisoners.” It further states, “Kamala is for they/them. President Trump is for you,” highlighting the pronouns used by some transgender and non-binary individuals. The ad concludes with Trump asserting that he "approves this message."

Imara Jones, the chief executive of the nonprofit organization TransLash Media, expressed concern over the magnitude of these ad campaigns, describing them as some of the GOP's largest investments in television advertising. "These ads, primarily focusing on the healthcare needs of trans inmates, are designed to trigger deep fear among voters," Jones, a Black trans woman, noted.

During the first half of October, the Trump campaign and its allies allocated approximately $21 million to ads attacking Harris on "LGBTQ rights," accounting for nearly one-third of their total broadcast TV ad spending during that period. Most of the ads included footage of Harris from four years ago where she voiced her support for gender-affirming care for federal prisoners and detained immigrants.

Interestingly, the discourse surrounding these ads often overlooks Trump’s own record, as officials under his administration also provided some inmates with access to gender-affirming treatments.

A Gallup survey conducted earlier this month revealed that while 38% of Americans considered a candidate's stance on transgender rights as "extremely" or "very" important, this issue ranked last among various voter concerns, trailing behind topics such as the economy, immigration, education, health care, and abortion.

Furthermore, a study by the advocacy group GLAAD and Ground Media indicated that the anti-trans ad campaign resulted in “no statistically significant shift in voter choice, mobilization, or likelihood to vote.” David Rochkind, the chief executive of Ground Media, emphasized that attacking the trans community is not only an ineffective political strategy but also a "deeply cynical" one that uses trans identities to create fear and division, ultimately making the country less safe for everyone.

Participants in the study expressed that exposure to the ads led to a decline in acceptance of the transgender community, highlighting the potentially harmful ramifications of such messaging.

In recent years, the transgender community has faced increased scrutiny from conservatives, with Republican lawmakers pushing legislation aimed at restricting access to gender-affirming care, bathroom usage, and participation in sports for transgender individuals.

According to Todd Belt, director of the political management program at George Washington University, the ads are primarily intended to energize the Republican base. However, he believes they resonate poorly with undecided voters and often come across as "mean-spirited." Many Americans, he noted, are fatigued by the "culture war playbook."

Nonetheless, the issue remains significant for Trump's core supporters, who strongly oppose transgender athletes competing in women's sports. Trump has drawn enthusiastic applause at his rallies with his declarations to combat what he terms "transgender insanity" and his commitment to "keeping men out of women's sports."

Another Gallup survey indicated that over half of Americans believe that changing one's gender is "morally wrong."

In a closely contested election where every vote is crucial, Republicans are banking on these ads to influence a small segment of voters in tight races. TransLash Media's Jones asserted, “They know that these messages are effective at moving voters on the margins.”

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