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The “Dark Brandon” Joe Biden Meme Has Made Its Way Into the White House
The administration is seizing on some positive headlines lately, co-opting a MAGA-inspired online meme to celebrate Sunday’s major legislative win, but media skepticism over the 79-year-old running in 2024 isn’t going away.
CHARLOTTE KLEIN
AUGUST 8, 2022 2:18 PM
US President Joe Biden speaks to reporters before boarding Air Force One at Dover Air Force Base in Delaware, on August 8, 2022.
BY JIM WATSON/AFP VIA GETTY IMAGES
US President Joe Biden speaks to reporters before boarding Air Force One at Dover Air Force Base in Delaware, on August 8, 2022.
Last week breathed life into the Biden administration. Among the accomplishments: a successful CIA drone operation killing al-Qaida leader Ayman al-Zawahiri; the continued decline of gas prices and larger-than-expected surge in job growth; the fierce rejection of an antiabortion ballot initiative by Kansas voters; and, among other legislative victories, the resuscitation of President Joe Biden's massive Build Back Better agenda in the form of the Inflation Reduction Act, which would slash prescription drug prices and make historic investments to combat climate change.
On Sunday, after the historic climate and spending bill passed the Senate, some Biden White House staffers, and even a sitting Democratic senator, celebrated online by embracing a MAGA-inspired meme of Biden. Yes, “Dark Brandon” has found its way to the White House.
The “Dark Brandon” meme—which combines the aesthetic of Dark MAGA (the idea that Trump will return to power with a vengeance and vanquish the Washington establishment), and “Brandon” (from the coded phrase “Let’s Go Brandon” that mostly means “Fuck Joe Biden”)—has recently been promoted by leftist Twitter, and as Slate’s Luke Winkie wrote last week, is “being used to give Joe Biden’s enfeebled brand some long-diminished vigor.”
But the meme's reach has since expanded. White House director of digital strategy Rob Flaherty and deputy press secretary Andrew Bates embraced the “Dark Brandon” meme amid headlines touting the Democrats’ latest legislative accomplishment.
https://twitter.com/AndrewJBates46/status/1556423712060149762
https://twitter.com/RFlaherty46/status/1556365427097440257
Senator Chris Murphy of Connecticut—known at times for his Twitter presence—jumped in on the fun.
https://twitter.com/ChrisMurphyCT/status/1556412614531584003
Clearly, Democrats are excited to have something to be excited about, which might explain the lightheartedness—a departure from the meticulously managed media strategy that the administration has adhered to, often to the frustration of reporters, for the past year and a half. Plus, the “Dark Brandon” portrayal casts the president as a force to be reckoned with, a direct repudiation of all the chatter about Biden's political feebleness. But even as White House staffers lean into the Very Online snark, Biden 2024 skeptics aren’t going away.
Over the weekend, New York Times Opinion columnist Maureen Dowd tried to preempt what some hailed as Biden’s Best Week Ever with a column that cautioned Biden against another presidential run. The president’s “inner circle, irritated by stories about concerns over his age and unpopularity, will say this winning streak gives Biden the impetus to run again,” Dowd wrote. “The opposite is true. It should give him the confidence to leave, secure in the knowledge that he has made his mark.” If Biden runs again—the White House has said repeatedly that he intends to—Dowd notes he will be 81 on the campaign trail, and 82 on Inauguration Day. “The timing of your exit can determine your place in the history books,” said Dowd, citing the late Supreme Court Justice Ruth Bader Ginsburg as a “cautionary tale” of someone who “missed the moment to leave the stage” and in doing so gave way to today’s conservative majority.
Dowd wasn’t the only Times columnist chiming in on the shifting media narrative around Biden on Sunday. Her colleague, Charles Blow, also dedicated a few hundred words to this critical juncture in Biden’s presidency, calling on the administration to “seize this moment, and not be shy about shouting its wins.” Blow didn’t mention 2024 specifically, but questions about Biden’s political future loomed as he urged the White House to “shift its messaging, from defensive to offensive.” (Whether “Dark Brandon” memes are what Blow had in mind is an open question.)
“This entire discussion drives the White House crazy,” ABC’s George Stephanopoulos told Jon Karl of the will-he-or-won’t-he reelection chatter on This Week. Karl agreed, noting the White House’s message has been clear. “But you talk to Democrats privately, key Democrats on Capitol Hill, leaders in the party and there is just trepidation about this,” a sense “among many of them that he shouldn't run” and, “that if he doesn't run, that the primary is wide open.”
Karl’s point speaks to a tension in the media, as some have dismissed questions of Biden stepping aside as premature. CJR’s Jon Allsop on Monday criticized “a political press that prioritizes asking whether Biden should even bother running for a second term when he has so much of his first one left.” But as Puck’s Peter Hamby noted on Monday’s episode of The Powers That Be, “The election isn’t in 2024—it’s the Iowa caucuses at the beginning of 2023,” and if Biden is “thinking about the next generation of the party, he should give them some room to breathe and build campaigns, too.”
Or maybe some memes of their own.
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