As the 2026 midterm elections unfold, Democratic candidates are increasingly emphasizing displays of physical strength and traditional masculinity in an effort to connect with male voters who were instrumental in the Republican gains of 2024. From campaign ads featuring weightlifting to pointed exchanges over masculinity, Democrats are navigating a complex cultural terrain shaped by their political opponents’ success in mobilizing men with a blend of bravado and toughness.

In Michigan, Senate candidate Abdul El-Sayed has adopted confrontational rhetoric toward his Republican rival, referring to the opponent as a “beta” in televised debates and on social media. El-Sayed acknowledged that such language is not his usual style, but said he is adapting to the political environment created by his opponents. “For people who are out there thinking about who’s the alpha and who’s the beta — it’s just such a sophomoric way of thinking about the world,” El-Sayed said. “But that’s the world that they created.” His effort reflects a broader Democratic strategy to reclaim some of the appeal of traditional masculinity, while also advocating for a vision of strength tied to empowerment, discipline, and service.

In Texas, congressional candidate James Talarico has been targeted by Republicans with ads questioning his masculinity, including suggestions that he is “too low-T” and even disparaging insinuations from figures such as Vice President JD Vance. Talarico has pushed back against such attacks, describing the political theater as “professional wrestling” and emphasizing a definition of manhood grounded in empathy and community service. “Real men serve others. Weak men serve themselves,” he has said, highlighting personal stories of his adoptive father’s quiet acts of kindness.

The prominence of masculine imagery extends beyond verbal sparring. Candidates such as Sam Forstag, running in Montana’s 1st Congressional District, have leveraged rugged, working-class visuals in their campaigns—showing themselves with axes, chainsaws, and in work boots. Forstag, a former smoke jumper seeking to flip a historically Republican district, argues that focusing on economic and material concerns rather than cultural battles is key to winning back male voters. Still, his campaign photos and videos lean heavily on a physically strong, outdoorsman persona.

This trend reflects a response to the Republican Party’s well-known cultivation of a brand of masculinity that blends entertainment and dominance. High-profile GOP figures, including former President Donald Trump and House Republicans, have frequently highlighted their physicality and toughness, capitalizing on cultural narratives that prize these traits. A recent poll found that nearly half of Americans perceive the Republican Party positively in terms of embracing masculine men, while Democrats hold a reputation for viewing such men less favorably.

Among Democratic leaders, approaches vary on how to address men’s issues and reshape perceptions. California Governor Gavin Newsom has advocated a “man-genda” focused on combating male isolation and economic struggles, balancing public dialogue about masculinity while spotlighting the dangers of toxic variants associated with right-wing populism. Maryland Governor Wes Moore promotes an inspirational model that encourages men and boys to find purpose and belonging, emphasizing mentorship and community engagement rather than confrontation.

At its core, the debate among Democrats highlights an evolving understanding of masculinity’s role in politics. While some candidates embrace traditional masculine markers to broaden their appeal, others seek to upend stereotypes and redefine strength through acts of service. Voters such as Montana labor union member Derek Hitt see these dynamics playing out in real time. “These guys say they’re macho, but they won’t stand on their principles,” he said, noting that men are drawn to political figures who demonstrate integrity alongside strength.

As the midterms proceed, Democratic candidates must balance competing pressures: adopting elements of the masculine aesthetic resonant with many voters, while maintaining support from a base that is predominantly female and often wary of traditional gender norms. For candidates like Forstag, the challenge remains how to honor the complexities of male identity without oversimplifying or alienating constituents. “This is a conversation we got to have as a country,” Forstag said. “What does it actually mean to be a man?”