Weekly Watch: Understanding the Rise of MAGA—and Why We Can’t Win Them Over
It’s time to face the reality: we are not going to bring everyone back. Not the ones shouting at school board meetings. Not the ones echoing conspiracy theories online. Not the ones who believe they are protecting the country by tearing down democratic institutions.
MAGA didn’t suddenly appear. It developed over years, in plain sight. It spread through talk radio, cable news, church sermons, dinner table conversations, and political speeches. It didn’t need a central architect—just persistence, grievance, and a narrative that gave people a sense of meaning and control.
The Long Road Here
Understanding MAGA means going back before Trump entered politics. Its origins lie in the reaction to the civil rights movement, the growth of Christian nationalism, and changes in the economy that left working-class communities behind. Political figures and media personalities capitalized on those shifts, encouraging suspicion of government, immigrants, and social change.
From Ronald Reagan's rhetoric about welfare abuse to the Tea Party's rejection of President Obama, the movement developed an identity rooted in opposition—to progressive policies, to demographic changes, and often to the very idea of shared power.
Trump did not create this movement. He embodied what it had already become.
Why MAGA Works
MAGA is less about a set of policies and more about a mindset. It appeals to people who feel left out or left behind, and it reinforces their sense of who is to blame.
Grievance: The belief that others are responsible for your hardship.
Nostalgia: A sense that the past was better and could be restored.
Belonging: An identity that comes from being part of a larger cause.
This story doesn’t depend on facts. It centers on emotion. People who embrace it often feel threatened by change and find comfort in simple answers. They are told who to distrust, who to fear, and who to follow.
The Machine That Keeps It Running
The MAGA movement has become a system of its own. It is supported by a vast network of media outlets, political donors, social media platforms, and community leaders. It includes politicians running for office and influencers shaping public opinion.
Churches, podcasts, Facebook groups, and conservative media all reinforce its message. These sources offer a version of reality that aligns with the movement’s worldview and dismisses any challenge as fake, biased, or dangerous.
This infrastructure makes it extremely difficult to break through with facts or appeals to shared values. The movement doesn’t just have followers—it has a well-organized support system.
The One-Third We Won’t Reach
Roughly a third of the country appears fully aligned with MAGA ideals. These individuals are not simply confused or misled—many are deeply invested in a worldview that justifies exclusion, hierarchy, and even political violence.
They believe democratic outcomes are valid only when their side wins. They see pluralism as a threat, not a strength. They have embraced a narrative in which compromise is weakness, and opposition is treason.
While we can remain open to individuals who show signs of questioning this path, we cannot build a strategy around changing their minds. Our energy must be directed elsewhere.
So What Do We Do?
The path forward lies with those who are not fully in MAGA’s grip—the people who still care but feel powerless, or disconnected, or uncertain about what to do.
We need to focus on connection and engagement. That means:
Supporting community organizations that are pushing back against disinformation, censorship, and voter suppression.
Reaching out to people in our circles who may feel discouraged or disillusioned, and helping them re-engage.
Communicating clearly and consistently about the stakes—without resorting to panic or false hope.
It’s okay to mourn what we’ve lost. But we have to stay rooted in purpose. The threats are real, and the work is urgent. We cannot afford to waste time on those who have made it clear they do not share our commitment to democracy.
This week’s action:
Think of five people who aren’t part of the MAGA movement but also aren’t currently active. Reach out. Share one meaningful action they can take where they live.
Get involved with a local group that supports civic education, library access, reproductive rights, or fair elections.
Speak with clarity and calm when discussing political issues. Don’t hide from the truth, but don’t let anger lead the way.
We don’t need to convince everyone.
We need to build enough strength to protect what matters.
And we will.
The Good, The Bad, The Outrageous
The Good: Alabama tried to criminalize compassion—and the ACLU is fighting back. A new state law makes it a felony to transport undocumented immigrants, even for something as basic as driving someone to a hospital or a court date. The ACLU filed a lawsuit this week to block it. This is a moral fight. (AP News)
The Bad: The Supreme Court just heard arguments on whether to end birthright citizenship. Let that sink in. The Trump camp wants to erase the 14th Amendment and redefine who counts as American. If they succeed, children born here—on U.S. soil—could be declared outsiders. It’s the kind of authoritarian overreach we’ve been warning about. (The Guardian)
The Outrageous: The Trump administration just moved to strip routine COVID vaccine recommendations for kids, teens, and pregnant people. Health Secretary RFK Jr., a conspiracy theorist with a title, is behind the decision. Public health experts are sounding the alarm: this could bring back diseases we fought for decades to control. This is what it looks like when ideology trumps science—and when cruelty gets codified into policy. (The Guardian)
Know the Playbook: Turn Victims Into Villains
One key tactic in the authoritarian playbook is flipping the script: portray those seeking equality as the real threat.
When teachers speak out, they’re accused of indoctrinating kids. When marginalized people demand protection, they’re framed as oppressors. It’s a deliberate strategy to undermine sympathy and justify crackdowns.
This week’s example: Ben Cohen, co-founder of Ben & Jerry's, was arrested during a Senate hearing protest. Cohen was advocating against U.S. policies contributing to the humanitarian crisis in Gaza and domestic healthcare cuts. His arrest underscores how peaceful protesters are often depicted as disruptive or threatening, diverting attention from the critical issues they aim to highlight. (eater.com)
What to do: When you hear someone blaming the vulnerable, pause and ask yourself: Who's gaining power, money, or attention by pointing fingers this way? Once you spot the distraction, redirect the conversation. Bring it back to the harm being caused, the system being protected, or the community being ignored. Tell the real story out loud.
Messaging Defense
MAGA Talking Point: "If they don’t like America, they should leave."
Our Response: Patriotism isn’t blind obedience. It’s standing up for what’s right—especially when it’s hard. The people pushing for justice are doing the most American thing there is.
Story of Resistance
In the heart of Coral Gables, Florida, a quiet revolution is unfolding—led not by seasoned activists, but by a 16-year-old student named Iris Mogul. Amidst a wave of book bans sweeping through Florida schools, Iris founded the Banned Books Club, creating a sanctuary for open dialogue and diverse perspectives. The Forward
The club convenes at Books & Books, an independent bookstore, where members delve into works by authors like Zora Neale Hurston and James Baldwin—literature that has been removed from school libraries. For Iris, this initiative is both a celebration of literature and a form of resistance against censorship. The Forward
A junior at the Academy for Advanced Academics, Iris balances high school with college courses at Florida International University. Her upbringing, enriched by family discussions on social justice and history, instilled in her a commitment to challenge the status quo. This ethos is further influenced by her grandmother, Ellen G. Friedman, a Holocaust survivor who emphasized the importance of sharing stories and standing up for others. WLRN
In a state that has seen over 1,400 books removed from schools in a single year, Iris's Banned Books Club stands as a beacon for intellectual freedom. Through thoughtful discussions and a passion for reading, these young individuals are not only reclaiming their right to read but also fostering a community grounded in empathy and understanding.
This is really helpful analysis, Kelly. And I appreciate that you've paired it with an action I can take, as you always do. Thank you.