Trump Embraces Cowboy Imagery for Midterms
President Donald Trump is set to attend the Republican Party’s midterm convention in Dallas, sporting a cowboy persona. This image reflects Trump’s strategy of persuading supporters to assess his potential second term based on the heroic persona that initially gained him support, rather than solely through his presidency’s track record. The Republican Party is selling $16 drink cozies illustrating Trump on horseback, with a white Stetson, beneath the word “Dallas,” and graphics reminiscent of Marlboro cigarette branding. Trump has urged voters to approach the upcoming congressional elections as if his name were on the ballot: “Pretend, please, that I’m on the ballot.” The cowboy imagery serves a practical purpose for Trump, embodying a fantastical political persona that aims to bolster his appeal amidst the challenges of incumbency.
Transition From President to Character
Trump has frequently relied on extraordinary imagery for his public persona, even before his presidency. Constructed partly through television, his image went further during his time in office. Over Labor Day weekend, a surge of memes circulated, depicting Trump as various fictional characters—a superhero building a border wall and factories, a hockey player overshadowing Canadian Prime Minister Mark Carney, and a commander attacking an enemy fleet from a warship. Familiar images have paired Trump with historical figures or placed him in religious or military roles.
The role of these images has changed. While a candidate inspires voters to imagine potential accomplishments, an incumbent must reckon with perceptions of actual achievements. During this midterm season, Trump faces scrutiny over prices, tariffs, manufacturing, and foreign conflicts—hallmarks of nearly two years in office. The disparity between Trump’s fantastical online persona and his administration’s challenges is pronounced. Consequently, the superhero, commander, and cowboy imagery offers Trump a political function beyond mere branding. These images transform Trump into a figure unmeasurable by economic statistics or grocery bills: a strongman who builds, wins, fights, and dominates.
The Incumbency Escape Hatch
Presidents often seek to sidestep the conventional midterm referendum. Historically, the president’s party lost House seats in 20 of the 22 midterm elections since 1938, with presidential approval closely linked to these losses. Trump witnessed the impact firsthand when Democrats gained 41 House seats in 2018, reclaiming control during his first presidency.
Trump’s strategy in 2026 is unconventional; instead of disassociating congressional Republicans from an unpopular incumbent, Trump aims to centralize himself further. His involvement in the Dallas convention’s planning and his scheduled appearances highlight this approach. The Marlboro Man imagery suits this strategy, portraying toughness and swagger akin to a cowboy, contrasting with a president’s outcome-based judgments. By merging these identities, Trump endeavors to transform the midterm vote into a display of loyalty for a political character, opposed to a mere performance review.
Limitations of Spectacle in Politics
Perhaps the Cowboy Trump imagery is directed solely at increasing turnout. Trump has consistently used spectacle to maintain emotional engagement among supporters. The Dallas convention leans on this concept—making a congressional election resemble another Trump election.
However, the challenge arises if Trump inadvertently galvanizes both supporter and opponent sides, revealing the limitations of the Marlboro Man strategy. While symbolism can deepen loyalty, it won’t erase a governing record. If voters focus primarily on the economy and presidential performance, the cowboy imagery will have to contend with Trump’s presidency’s realities. Like the Marlboro Man promoting the West’s ideal, Trump faces whether the presidential ideal can continue appealing after almost two years of lived reality.