Semafor Exposes DeSantis Campaign Schism in Comms Scoop

The DeSantis campaign’s attempts at a reboot flounder as leaked Signal messages from the campaign’s “War Room” show senior staff approval of a controversial ad.

The officially unendorsed video consisted of various right-wing memes — seemingly an appeal to edgy Twitter posters — with the Nazi-affiliated Sonnenrad symbol appearing at the very end of a recent video retweeted by a campaign aide. Screenshots and discussion of the ad’s development were found throughout the chat history, according to Semafor reporters David Weigel and Shelby Talcott.

DeSantis Campaign Uses Self-Deleting App

In addition to discussing the ad, central staffers were present in the Signal chatroom, such as the campaign’s director of rapid response, Christina Pushaw, and data analyst Kyle Lamb. The DeSantis campaign has since fired Lamb. 

Scoop: DeSantis campaign’s meme-filled videos emerged from a Signal channel overseen by senior aides called “War Room Creative Ideas,” screenshots of which were shared with Semafor and whose authenticity was confirmed by a second source. W/ @daveweigel:https://t.co/swGX82yDXp

— Shelby Talcott (@ShelbyTalcott) July 31, 2023

Weigel and Talcott seem to imply that the campaign’s use of Signal is outside the bounds of normal internal communications because of the app’s ability to erase messages: 

The chat in Signal, an encrypted messaging app, offers the first clear look into the “war room” that has defined the Florida governor’s candidacy, and is presided over by his high-profile and confrontational director of rapid response, Christina Pushaw. The correspondence obtained by Semafor also offers a glimpse of a strategy that mixes digital aggression and (unsuccessful) attempts to keep the campaign’s own activities secret. The messages were set to disappear after one week.

However, Business Model Analyst reports that Signal is a popular messaging app, boasting 40 million users and 125 million downloads. X, formerly Twitter, CEO Elon Musk has also downloaded the app. 

The campaign is not required to keep records of its communications, as it is separate from a government entity that might have freedom-of-information obligations — such as the federal FOIA program or Florida’s “sunshine laws.”

DeSantis Campaign’s Messaging

The campaign’s cuts and reboot transcend the controversial ad, according to reporting from Rolling Stone. Super PAC donors expressed frustration with DeSantis’ choice to run a “terminally online campaign”: 

Various big DeSantis donors have been furious that the campaign seemed to take its cues from internet culture wars over niche issues. But despite a large-scale shedding of staff, some of the most online staffers remain on board. Indeed, some have grown more vocal: The early days of the reboot have featured a DeSantis staffer publicly feuding on social media with a Black Republican lawmaker. And despite pleas from allies to refocus away from the culture war, DeSantis has picked one fight with Bud Light and another over the teaching of Black history.

Infiltrating the sphere of Twitter anons departs from DeSantis’ strengths — policy issues and a strong resume — and suggests a cheap imitation of the Trump phenomenon.

Whatever other issues there might be with the Trump campaigns of the past eight years, they have not tried to “infiltrate” the edges of Twitter in an effort to win popularity among disaffected voters. Rather, independent, anonymous accounts did that without centralized direction, creating a campaign subculture transcending Trump’s agenda.

While the success of DeSantis’ reboot is unclear, the governor of Florida should focus on what he does best — dealing with issues affecting Americans in education and the military — rather than conducting a social media campaign sponsored by Twitter anons. Then, and only then, will he have a shot at winning the GOP nomination.  

Elizabeth Crawford is a rising senior at Hillsdale College studying politics. A member of The American Spectator’s 2023 intern class, Elizabeth enjoys drinking good tea and plans to pursue a career in journalism.

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DeSantis Launches on Twitter, the New Conservative Media Empire

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