Republicans are finding that the 'pro-life' label isn't working. But the fact remains that the GOP has a policy problem, not a branding problem.
There are apparently some Republicans, however, who believe the party’s fortunes will improve if only they used different words related to abortion. NBC NewsRepublican strategists are exploring a shift away from “pro-life” messaging on abortion after consistent Election Day losses for the GOP when reproductive rights were on the ballot. At a closed-door meeting of Senate Republicans this week, the head of a super PAC closely aligned with Senate Minority Leader Mitch McConnell, R-Ky.
“Many voters think [‘pro-life’] means you’re for no exceptions in favor of abortion ever, ever, and ‘pro-choice’ now can mean any number of things,” Sen. Josh Hawley told NBC News. The Missouri Republican added, “So the conversation was mostly oriented around how voters think of those labels, that they’ve shifted. So if you’re going to talk about the issue, you need to be specific. ... You can’t assume that everybody knows what it means. They probably don’t.
Broadly speaking, there are a couple of key details to keep in mind. The first is that Republicans can’t credibly make the shift to “pro-baby” phrasing because the rest of the party’s agenda gets in the way. This is, after all, a party that has long been staunch opponents of new child-care programs, increased food stamps, family-leave programs, and the Affordable Care Act.
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