With a bold, irreverent social media presence characterized by all-caps and meme warfare, California Governor Gavin Newsom has turned his X platform into a mirror for MAGA supporters, reflecting an image that stirs controversy and conversation. Employing a style reminiscent of former President Donald Trump’s online bravado, Newsom's posts range from outrageous to outright satirical, including manipulated images of him being anointed by conservative icons and riding into battle on a raptor.

Steve Bannon, a prominent figure in the MAGA movement, acknowledged to POLITICO that Newsom is adopting a Trump-like tactic, positioning himself as a formidable contender within the Democratic Party by engaging directly with right-wing narratives. This approach has not only shaken up the typical social media algorithms but has also found Newsom’s content frequently landing in the normally conservative-leaning "for you" tabs of many users.

This strategic pivot comes against the backdrop of Michelle Obama’s famous counsel for Democrats to “go high” when others go low. Newsom’s interpretation? To dive into the low with a barrage of AI-assisted visuals, only to rise high in social media rankings. Addressing his new approach, Newsom admitted to Fox LA that the changing landscape necessitates a change in tactics, signaling a more confrontational era for Democrats.

His meme-driven strategy has catalyzed a surge in organic online engagement, inspiring a slew of user-generated content that mirrors the dynamic once monopolized by Trump. These efforts have reinvigorated Newsom’s image, transforming him from political afterthought to a digital-age folk hero within Democratic circles, as noted by digital strategist Stefan Smith.

The reaction from the right has been mixed, with some commentators like Fox News' Dana Perino criticizing Newsom for not maintaining a more gubernatorial decorum. Yet, Newsom's team seems unbothered, countering critiques with pointed, often humorous responses, highlighting a perceived double standard in political commentary.

Even as Newsom’s tactics draw ire and acclaim, they underscore a larger dialogue about the nature of political engagement and the normalization of combative social media use by politicians. Newsom himself posed the question of why Trump’s similar posts had not received equivalent scrutiny, suggesting a double standard in public and media responses to political figures.

The "Governor Newsom Press Office" X account, a legacy from Jerry Brown's administration, has seen substantial growth under Newsom’s controversial new direction. It has amassed over 408,000 followers and generated significant buzz, suggesting a reshaping of how Democratic candidates might engage in future electoral battles.

Despite criticisms and praises, Newsom’s approach has made clear that the digital battlefield will be crucial in shaping public perception and political fortunes as the U.S. heads towards another election cycle. As the political landscape continues to evolve, Newsom’s meme-centric strategy might just be a glimpse into the future of campaign tactics, where virality intersects with viability.