'Leaning into weird': Ron DeSantis’ campaign panned ahead of launch due to confusion over Twitter Spaces
Some time this evening Florida Republican Governor Ron DeSantis is expected to finally announce he is running for president, an announcement that has been seen for years as all but inevitable. NBC News broke the story Tuesday afternoon that not only would the far-right authoritarian, anti-LGBTQ, anti-woke, anti-social justice warrior finally throw his hat into the ring, he would do it with Big Tech billionaire Elon Musk in a Twitter Spaces chat.
While some saw it as an interesting move initially, 24 hours later the decision to announce in a Twitter Spaces chat is being widely panned, for many reasons including that even regular, active users of Twitter have little to no idea what Twitter Spaces is, or how to access it.
More importantly, most Americans don’t use Twitter, so they will not bother to tune in. Nor – since Twitter Spaces is audio – is there expected to be video, and certainly not live video.
Former Republican and former U.S. Congressman from DeSantis’ home state of Florida, David Jolly, sums up what many seem to be thinking.
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“The DeSantis decision to announce with Musk is a serious miscalculation. A launch with three missteps,” he tweets. “1. He’s leaning into the ‘weird’. 2. He’s doubling down on being the candidate who needs a safe space. 3. He’s promoting his association with regressive ideology.”
“Dumb move,” he concludes.
Political strategist and Lincoln Project senior advisor Jeff Timmer agrees with Jolly.
“Every single thing about the DeSantis campaign has been a stupid not-ready-for-primetime misstep,” he writes. “Every. Single. Thing. The paper tiger has feet of clay and a glass jaw. The most overrated stock in the history of POTUS campaigns.”
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So why Twitter Spaces?
The Atlantic’s David Frum, the Bush 43 speechwriter who reportedly came up with the 2002 State of the Union phrase “axis of evil,” served up an on-target take not even mentioning the Twitter Spaces event.
Criticizing a DeSantis pre-launch video (below), Frum wrote: “Fascinating how every DeSantis message raises some barrier between the candidate and the target audience. In previous ads, the candidate’s face was mediated through screens; here, somebody else’s voice is substituted for the candidate’s own. He himself is always missing.”
That’s a good description of how it will likely be on Twitter Spaces.
Attorney, former Republican, former DeSantis administration official, former federal prosecutor Ron Filipkowski mockingly tweeted, “With a couple of dynamic personalities like Musk and Desantis, the audio-only announcement tonight should be real compelling.”
There’s been a lot of criticism, from Democrats, independents, and yes, Republicans.
“This announcement is a symptom of thinking random conservative Twitter personalities are the GOP base,” a Republican strategist who is “working with a rival campaign” told the website Semafor.
Another told them, “I couldn’t think of a more terrible way to spend my time than watching two socially awkward introverts talk about themselves.”
As it turns out, according to this two-year-old Twitter “how to” on Spaces, it is only available on iOS – Apple’s iPhone and iPad platform – so if DeSantis was hoping for a massive draw, he’s unlikely to get that. (Turns out Twitter didn’t update that How To — it’s also available on Android and in a web browser.)
There’s also been remarkably little effort via Twitter or the DeSantis campaign to promote the event. If you are a Twitter user you may not have even seen anything about it.
Even scrolling on my Twitter app, I see absolutely nothing about the event.
Earlier today I tweeted, “I’m not a marketing expert, but I am on Twitter a lot, and I have no idea what time Elon Musk and Ron DeSantis [are] going to be on Twitter ‘Spaces,’ I have no idea how to access it, and I’ve seen nothing telling me about it, other than it’s supposedly happening.”
Two people responded, one of them later pointing me to a USA Today article apparently originally titled, “How to watch: Gov. Ron DeSantis announces presidential bid on Twitter.” The current title, since it’s audio, reads: “Elon Musk will host Ron DeSantis on Twitter Spaces. How to listen on iPhone, tablets or desktop PC.”
Oh, and it is slated to start at 6 PM ET.
After I complained it was “just bad execution from Musk, as usual here,” the other person who responded wrote, “It’s such loser behavior all around.”
Watch the video above or at this link.
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