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How Gavin Newsom trolled his way to the top of social media

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With an inescapable, smashmouth, all-caps-laden and meme-filled X account, California Gov. Gavin Newsom is holding a mirror up to MAGA — and MAGA doesn’t like what it sees.

There’s Newsom on Mount Rushmore. There’s Newsom getting prayed over by Tucker Carlson, Kid Rock and an angelic, winged Hulk Hogan. There’s Newsom posting in all caps, saying his mid-cycle redistricting proposal has led “MANY” people to call him “GAVIN CHRISTOPHER ‘COLUMBUS’ NEWSOM (BECAUSE OF THE MAPS!). THANK YOU FOR YOUR ATTENTION TO THIS MATTER.”

If this genre of social media post provokes deja vu, there’s a good reason for that.

“He’s trying to mimic President Trump,” MAGA vanguard Steve Bannon tells Blue Light News. “He’s no Trump, but if you look at the Democratic Party, he’s at least getting up there, and he’s trying to imitate a Trumpian vision of fighting, right? He looks like the only person in the Democratic Party who is organizing a fight that they feel they can win.”

For a decade, President Donald Trump has blazed trails online. And now, Newsom has found that by replicating Trump’s posts to the point of outright parody and trolling, he’s effectively gamed social media algorithms and colonized X’s typically right-coded “for you” tab.

In doing so, Newsom is not only getting on Republicans’ nerves, but also potentially redefining how Democrats function as the opposition party in the age of Trump.

Michelle Obama famously advised Democrats to live by a dictum: “When they go low, we go high.” Newsom has approached it a bit differently: When they go low, we go low, and — backed by lots of AI-generated slop — end up high in the algorithm.

“I’ve changed,” Newsom told Fox LA when asked about his new media approach in an interview that posted overnight. “The facts have changed; we [Democrats] need to change.”

Newsom’s MAGA-flavored posts have birthed an organic outburst of user-generated memes — not dissimilar to the dynamic Trump has inspired (and from which he has drawn over the years in posts on his @realDonaldTrump accounts). There’s Newsom riding a raptor into battle, a tattered Old Glory rippling in the wind behind him. There’s Newsom riding a different dinosaur while shirtless and sporting an eight-pack of abs, raising pistols in the air. (Newsom’s office tells Blue Light News they don’t use AI to generate written content, though lean on it to create visuals.)

Newsom “isn’t just trolling MAGA; he’s proving to Democrats that stepping off your digital high horse and entering the fray is both messy and worth it,” says Stefan Smith, a digital strategist who was online engagement director on Pete Buttigieg’s 2020 campaign. “The man was political roadkill a few months ago but, with a shift in strategy, he’s become a cause célèbre of the Resistance 2.0. No doubt the rest of the 2028 shadow primary entrants are taking notes.”

In some ways, it’s like peering into the near future of what a post-literate presidential campaign might look like. (In case you have trouble imagining who might occupy such a race, look no further than the side-by-side post of Newsom and fellow meme lord Vice President JD Vance, which has been seen on X at least 54 million times.)

“Newsom has entered the digital dojo, and he’s performing the sort of memetic jujitsu that’s scaring Republican white belts unused to actual competition,” Smith tells Blue Light News. “For too long, Democrats have been posted up in the parking lot, too afraid of getting it wrong to throw a jab. This should energize folks to get into the octagon.”

Voices on the right are noticing, too. “If I were his wife, I would say you are making a fool of yourself,” Fox News’ Dana Perino said, speaking of Newsom’s antics on X. “He’s got a big job as governor of California, but if he wants an even bigger job, he has to be a little more serious.”

In private, staffers in Newsom’s press office smiled. Perino said nothing about the leader of the free world’s own social posting — the very thing Newsom is emulating.

“ALMOST A WEEK IN AND THEY STILL DON’T GET IT,” the account responded. The next morning, “Governor Newsom Press Office” again flickered to life. “FOX IS LOSING IT BECAUSE WHEN I TYPE, AMERICA NOW WINS!!!”

Newsom’s press office says that Trump has used all-caps less in his own posts of late. White House communications director Steven Cheung is posting about the account, and recently said that Newsom is a “coward and Beta Cuck” for not fielding questions at a press conference. (He was, in fact, as a livestreamed video showed.) Newsom’s press office shot back: “Steven Cheung (incompetent Trump staffer) doesn’t know how to use his computer. SAD!” White House deputy press secretary Abigail Jackson called Newsom’s posts “weird and not at all funny.”

Newsom’s staff count these critiques as wins. In their minds, the Trump aides are, in an indirect way, critiquing their own boss when attacking Newsom’s tactics.

“I hope it’s a wake-up call for the president of the United States,” the California governor said recently, breaking character when asked about his X posts. “I’m sort of following his example. If you’ve got issues with what I’m putting out, you sure as hell should have concerns about what he’s putting out as president. … I think the deeper question is how have we allowed the normalization of his tweets, Truth Social posts over the course of the last many years, to go without similar scrutiny and notice?”

Asked for a comment, the White House sent Blue Light News an original meme, referencing a famous scene from the show “Mad Men.” (It is, to our knowledge, the first official White House press statement delivered exclusively in meme form.)

Added Abigail Jackson: “Thank you for your attention to this matter!”

The “Governor Newsom Press Office” account has humble origins. The handle, @GovPressOffice, was created by aides to Jerry Brown — a man more given to Zen Buddhism than the fever swamps of the internet — and belongs to the California governor’s office. Because of that, just as Brown’s aides passed it off to Newsom in January 2019, Newsom will hand it off to his successor in January 2027; he won’t be able to take what he built with him when his term ends.

And what his team has built is substantial. As of this writing, the “Governor Newsom Press Office” account has 408,000 followers on X. Since the beginning of August, it has gained more than 250,000 followers and earned more than 225 million impressions, according to Newsom’s office.

Though some online observers speculated that Newsom digital director Camille Zapata primarily steers the effort, Blue Light News has learned that the account is helmed by a team of four or five people — a sort of “brain rot” trust that includes Newsom communications director Izzy Gardon and rapid response director Brandon Richards. Newsom’s office declined to describe the governor’s level of involvement, but told Blue Light News that he leads the effort.

No other prospective 2028 candidate — Democrat or Republican — is breaking through in the online attention economy like Newsom. And it’s not just his press office’s account: His campaign X account tops 2.4 million followers. On his campaign accounts alone, since 2025 began, Newsom has gained 2.96 million followers across TikTok, Instagram, X and Substack. All of that has earned him a billion-plus views and impressions, his team tells Blue Light News.

Still, AI slop and dinosaur memes don’t vote in Democratic primaries. But Democrats who are way more offline — and who hail from far beyond the Golden State — are also noticing Newsom.

“I’ve heard a lot of people say how happy they are to see a Democrat fighting back,” says Jim Demers, a former New Hampshire state representative and member of Stand Up New Hampshire, a group organizing town halls in the early primary state. “There’s this feeling that Democrats are not fighting hard enough, and he’s showing the fight people are looking for.”

“People in the MAGA movement and the America First movement should start paying attention to this, because it’s not going to go away,” Bannon tells Blue Light News. “They’re only going to get more intense.”

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He wants Muslims out of the U.S., and he’s Blakeman’s opener

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Tennessee Republican Rep. Andy Ogles will be receiving an award at the Metropolitan Republican Club's annual gala.

THE ISLAMAPHOBE & BLAKEMAN: As Nassau County Executive, Republican Bruce Blakeman has welcomed Muslim residents with open arms.

He’s eaten at their Ramadan Iftar dinners, appointed the first Muslim chaplain to the county’s police force and talked about the value of Muslims as Nassau County county residents and Americans.

But as he tries to win a statewide race for governor, Blakeman is now aligning himself with a leader of the anti-Muslim faction of the national GOP — and he’s not responding to questions about it.

On Friday night, Blakeman will appear with Rep. Andy Ogles — the Tennessee Republican who has led the effort in Washington to “denaturalize” and “deport” Mayor Zohran Mamdani — at the Metropolitan Republican Club’s annual gala.

“Muslims don’t belong in American society,” Ogles has said. He’s also called Mamdani “Little Muhammad” and claimed that “denaturalizations and deportations are the only way to save the Big Apple.”

Blakeman’s team declined to comment on Ogles’ past statements or the gubernatorial candidate’s upcoming appearance with the House member.

Blakeman will deliver the gala’s keynote speech, and Ogles will be honored with the club’s Ronald Reagan Award for the Advancement of Individual Liberty. Also on the list of featured attendees are former Mayor Rudy Giuliani, Council Member Vickie Paladino and former Nassau County Bridge Authority Commissioner and pro-Israel influencer Emily Austin. Tickets start at $321.

The event’s host, the Metropolitan Republican Club, is often seen as the more mainstream counterpart to the city’s far-right New York Young Republican Club. The statewide New York State Young Republicans disbanded last year after POLITICO uncovered a trove of racist, homophobic and antisemitic chats involving members of the organization and other Young Republican groups around the country.

Ogles spoke at the New York Young Republican Club’s gala in December, where he said “naturalized illegal immigrants are polluting our politics” and “the new right must have courage to deport them,” a reference to his call for Mamdani’s deportation.

Husein Yatabarry, executive director of the Muslim Community Network, told Playbook remarks like Ogles’ can have a “huge impact” on the state’s roughly 1.7 million Muslim residents as they consider whether to engage in state politics.

“It’s sad to see that a lot of politicians are leaning into xenophobia and Islamaphobia and not looking at Muslims as part of their community’s fabric, but looking at Muslims as a way to get the most rude and heinous people behind you as a candidate,” Yatabarry said.

Ogles, who wrote a letter to the Department of Justice in October asking for Mamdani to be denaturalized, did not respond to a request for comment. He faces his own political battle this year, as a Democratic mayor has found fundraising success while hoping to topple Ogles in his deep-red district. Federal authorities are also reportedly investigating Ogles for potential campaign finance violations.

On the campaign trail, Blakeman often touts his strong electoral performances in purple Nassau County when speaking of his electability statewide. He easily won reelection last year in what was otherwise a bleak year for Republicans in New York.

But his Friday night appearance won’t be the first time he’ll find himself alongside figures from the extreme corners of the GOP. Blakeman was the keynote speaker at an event honoring John Eastman, an attorney who was disbarred in California last week for his efforts to overturn the 2020 election. When Blakeman’s running mate, Madison County Sheriff Todd Hood, spoke at a Buffalo-area political club led by a man who called Mamdani “vermin,” the Nassau County executive didn’t seem to mind.

“Mayor Mamdani is a disgrace,” Blakeman said in a statement at the time. “He is anti-American, antisemitic, and anti-Cop.” Jason Beeferman

FROM THE CAMPAIGN TRAIL

House Majority PAC did not announce any investments for advertisement in New York City as Democrats guard Reps. Tom Suozzi and Laura Gillen seats.

PAC IT UP: House Democrats’ biggest super PAC touted its “largest early investment” in the organization’s history, with a notable omission — New York.

House Majority PAC’s announcement earlier today of an initial $272 million spend on advertisements includes zilch in the notoriously expensive New York City media market, where Democrats are protecting Reps. Tom Suozzi and Laura Gillen on Long Island and attempting to flip Rep. Mike Lawler’s seat just north of the city in NY-17.

Democrats, fear not. Money is on the way, according to HMP.

“Today’s initial reservations prioritize markets where rates increase significantly and there will be more reservations to come,” the super PAC’s communications director CJ Warnke said in a statement. “HMP plans to invest heavily to flip districts like NJ-07 and NY-17.” (The NYC media market covers Republican Rep. Tom Kean in New Jersey’s 7th District as well.)

National Democratic groups are working from a much smaller electoral map in New York after flipping four seats two years ago. Last cycle, HMP’s initial reserve included $16 million in New York City and $5 million in markets further upstate.

Meanwhile, the Congressional Leadership Fund — the House GOP’s main super PAC — on Thursday also released its initial advertising reservations, which the group similarly described as its “largest ever.” That $153 million investment includes $18.6 million in New York City. CLF also said it is putting money into Albany ($2.1 million), Binghamton ($1.8 million) and Syracuse ($658,000), markets that cover Democratic Rep. Josh Riley’s district — another seat that Republicans have their eye on.

Last cycle, CLF’s initial reservation included $20 million in New York City and $8 million in markets elsewhere in the state.

“House Majority PAC isn’t even spending one dollar to defend vulnerable Dem members Tom Suozzi, Laura Gillen, Josh Riley & [New Jersey Rep.] Nellie Pou,” CLF spokesperson Lydia Hall said in a statement. “They’ve given up on these incumbents while funding other offensive fantasies across the country.” Madison Fernandez

From the Capitol

The Trump administration's executive order reclassifies state-licensed medical marijuana as less dangerous.

SCHRÖDINGER’S CANNABIS: New York’s beleaguered medical cannabis program can breathe a sigh of relief today after the Trump administration rescheduled medical cannabis through an executive order. Overnight, they went from dealing in a Schedule I, federally illegal substance to one that has a pathway to federal regulation under Schedule III.

What does this do for New York’s medical cannabis producers? First off, they will no longer be subject to an onerous federal tax code that barred them from taking typical business deductions like employee salaries. And starting next week, they’ll be able to register with the Drug Enforcement Administration — a dramatic shift for an industry that was viewed by the federal government as illegal drug traffickers.

The cannabis industry in New York and beyond is cheering the move as normalizing medical use of the substance. While the order doesn’t immediately change the status of the state’s adult-use market, where anyone at least 21 years old can legally shop, it does signal that the administration will likely take steps to do so this summer.

Beyond that is where things get a little murky. “There are a lot more questions coming out of this order than there are answers,” said Katie Neer, a cannabis regulatory lawyer who represents the New York Medical Cannabis Industry Association.

It could make it easier for the cannabis industry to access financial services, though that remains to be seen. And it could draw more capital to New York’s medical cannabis operators, where there are 10 licensees that are not yet operational. It could also enable New York’s medical cannabis operators, who are under one of the strictest programs in the nation, to export their products.

“It creates a market across the world for New York’s pharmaceutical [cannabis] products … to be exported internationally,” said Adam Goers, senior vice president of corporate affairs for New York medical cannabis operator Columbia Care. In terms of interstate commerce? “We’ll see how that plays out.”

New York’s medical cannabis program launched in January 2016 with 10 licensed operators. Eight of those are still operational, and the state issued licenses to 11 new medical operators more recently.

For now, even as they welcome the federal shift, cannabis companies will be tasked with figuring out the confusing legal complexities moving forward. Some of New York’s medical marijuana businesses also sell products in the adult-use market, which creates a quandary when it comes to figuring out their taxes, and more.

“It’s Schrödinger’s cannabis, right?” said Mike Feldman, general counsel of Nabis, a cannabis distributor in New York. “It is sitting in a warehouse, and it is both Schedule I and Schedule III at the same time.” — Mona Zhang

TRAIN TROUBLES — A dispute between Amtrak and New York’s Metropolitan Transportation Authority threatens the full rollout of new Acela trains, Amtrak said in a lawsuit that represents the latest transit dispute between President Donald Trump’s and Gov. Kathy Hochul’s administrations.

The suit, filed in Manhattan federal court, asks a judge to order Metro-North to give Amtrak access to the tracks, Blue Light News Pro reports.

Amtrak said Metro-North is blocking its ability to test new trains because of a dispute between the two railways over liability for damage to an overhead power line that Metro-North blames on one of Amtrak’s NextGen Acela trains.

In a statement, MTA suggested Amtrak is trying to distract from another ongoing dispute where MTA says Amtrak is holding up expansion of commuter service to Penn Station.

In the lawsuit, Amtrak reveals an issue with its new Acela trains tangling with MTA infrastructure near a bridge in Westport, Connecticut during previous tests. Similar infrastructure problems — involving the interaction between overhead power lines and a train pole that draws energy from them — caused massive delays for commuters in New Jersey two summers ago. The Garden State and Amtrak were able to work through their issues; this lawsuit against New York suggests a broken relationship between Amtrak and Empire State officials. — Ry Rivard

IN OTHER NEWS

BILLIONAIRE BLUES: Citadel CEO Ken Griffin suggested the hedge fund might halt its planned New York City expansion after Mamdani filmed a video at his Manhattan penthouse to announce a new tax on second-homes worth over $5 million. (The Wall Street Journal)

DELAY NOW, PAY LATER: Mamdani’s team presented Hochul’s administration with a plan to delay pension fund payments in an effort to save at least $1 billion as New York City faces a multibillion-dollar budget gap. (The New York Times)

ZONE OF INTEREST: Unions are meeting with Mamdani’s administration to push for a veto of the buffer zone bill, which keeps protesters away from schools and educational facilities, as the mayor’s decision deadline nears. (THE CITY)

Missed this morning’s New York Playbook? We forgive you. Read it here.

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Hakeem Jeffries finally gets a signature win

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Hakeem Jeffries finally gets a signature win

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Oversight members split over whether to pardon Ghislaine Maxwell, committee chair says

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