Bulwark Takes: "Democrats Want a Viral Star. Texas Just Gave Them Two."

Podcast: Bulwark Takes
Date: December 11, 2025
Hosts: Sam Stein (Managing Editor, The Bulwark) & Lauren Egan (Author, The Opposition Newsletter)

Episode Overview

This episode centers on the Democratic Party's ongoing struggle to make centrist and moderate candidates break through the digital "attention economy"—particularly, the challenge of creating viral political stars outside the party’s progressive wing. Using the current Texas Senate primary as a case study, Sam Stein and Lauren Egan explore how two rising Texas Democrats—Jasmine Crockett and James Talarico—have captivated online audiences, while more traditional, moderate candidates are being sidelined. The discussion probes key issues: authenticity, online engagement, the risks and rewards of digital ubiquity, and what virality means for success in today's politics.

Key Discussion Points & Insights

The Democratic Struggle in the Digital Attention Economy

[01:36-04:50]

• There's growing recognition among party operatives that Democrats lag behind Republicans (and Trump) in using viral online tactics.
• Aside from a few high-profile exceptions (e.g., AOC, Zohran Mamdani), most Democrats—especially moderates—cannot naturally generate viral content.
• Challenges:
  • Centrist candidates, often needed to win competitive districts (“majority makers”), lack both the bombastic style and easy-to-viral policy positions.
  • Attempts to craft compelling biographies or run as heterodox “mavericks” for media attention have had mixed results.
• Lauren Egan: “It's not a natural thing for more like centrist, moderate-minded candidates... It is hard.” [03:36]

What Makes a Candidate ‘Viral’?

[03:59-06:38]

• Is being progressive the only path?
  • Progressive/lefty candidates have a structural advantage with social-friendly messages, but some moderates can go viral on personality or quirks (e.g., Ruben Gallego with his “big ass truck”).
• It's not just about flashes of attention but ongoing ubiquity—being ever-present and conversant across platforms.
• Sam Stein: “Maybe virality is the wrong way to think about it... to be more ubiquitous and more conversant in the online conversation.” [04:50]
• Many candidates struggle with the “unnatural” act of constant self-documentation required by today’s media environment.
• Lauren Egan recounts Conor Lamb’s insight: He did the traditional campaign work but didn’t record every moment (“I guess I just have to constantly record all the things that I'm doing”), noting how “weird” that felt. [05:52]

Texas Senate Primary: Online “Digital Darlings” Take Center Stage

[08:22-10:59]

• The Candidates:
  • Terry Virts: Former astronaut and moderate, initially seen as a strong on-paper contender, but his campaign “doesn't really take off” (pun intended) due to awkward social media presence.
    • Quote, Lauren Egan: “His social media game is like pretty meh... It's not compelling the content he's putting out.” [08:54]
    • Ultimately dropped out to run for a House seat.
  • James Talarico: State legislator, viral sensation, known for a Joe Rogan appearance and TikTok speeches on education—example of policy-forward virality.
  • Jasmine Crockett: Young, assertive congresswoman, renowned for punchy online confrontations, especially popular with “MSNBC wine moms.” [11:33]
• The shift: More moderate, less online-savvy candidates have exited, leaving "digital darlings" as frontrunners.

What Drives Online Success—And Its Limitations

[10:59-13:52]

• Crockett’s Persona: Not just a leftist, but a fighter who thrives on confrontation, drawing a devoted digital base.
• Talarico’s Approach: Not a bomb-thrower, but goes viral through earnest speeches and authenticity—showing different routes to online stardom.
• It's not simply ideology; knowing “the formula you need to use to seem authentic online” matters. [10:59]
• Who will win? Crockett is favored due to higher name recognition and national fundraising reach, but early campaign stumbles (e.g., downplaying the need to reach Republican voters) leave room for Talarico.

Dangers of Digital Ubiquity

[13:52-15:09]

• Matt Bennett’s (Third Way) caution: Being omnipresent online creates “a lengthy Internet trail,” which can be politically hazardous.
  • The Tennessee special race is cited, where a Democrat’s vast social posting history—especially from 2020—was a liability in the general election.
• Sam Stein: “There’s a distinction between your archival online footage and your ability to be a conversant online candidate in the moment.” [14:56]
• Digital footprints never disappear—potentially relevant for all future candidates (and podcast hosts!).

The Road Ahead in Texas

[15:37-End]

• The primary outcome is far from decided—Talarico is “very deft” online himself, and it’s not clear how much the digital skills gap will matter in the end.
• Online engagement is now essential, but the line between helpful and hurtful digital presence is delicate.

Notable Quotes & Memorable Moments

• Lauren Egan [03:36]: “It's not a natural thing for more like centrist, moderate-minded candidates... It is hard.”
• Sam Stein [04:50]: “Maybe virality is the wrong way to think about it... to be more ubiquitous and more conversant in the online conversation.”
• Lauren Egan (channeling Conor Lamb) [05:52]: “I guess I just have to like constantly record all the things that I'm doing... I just feel weird though, like picking up [a] camera and like doing a selfie style video.”
• Lauren Egan [08:54]: “His social media game is like pretty meh... It's not compelling the content he's putting out.”
• Lauren Egan [11:33]: “It's the msnbc, like, wine moms that love Crockett... She's really good at picking a fight... and there is a huge audience for that.”

Key Timestamps

| Timestamp | Segment | Notes/Quotes | |--------------|-------------------------------------------------|----------------------------------------------------------| | 01:36-04:50 | Dems’ Attention Economy Struggles | Centrist-moderate viral gap, operatives’ mixed results | | 04:50-06:38 | What Makes a Candidate Viral | Ubiquity vs. moments, natural discomfort for candidates | | 08:22-10:59 | Texas Senate: Meet the Digital Darlings | Virts’ awkward exit, Crockett/Talarico rise | | 10:59-13:52 | Crockett & Talarico’s Different Online Formulas | Charisma vs. earnestness; “MSNBC wine moms” | | 13:52-15:09 | The Risk of Digital Ubiquity | Matt Bennett, TN race cautionary tale | | 15:37-End | The Texas Primary Isn’t Decided | Online skills as necessity, not guarantee |

Takeaways

• Democrats’ establishment continues to grapple with leveraging social media and virality, especially for candidates outside the progressive mold.
• Texas’ Senate primary showcases the party's pivot—online “digital darlings” get traction, but not without risks and uncertainties.
• Digital ubiquity can boost a candidate, yet a vast online archive is politically perilous—navigating this is the new essential campaign skill set.
• The 2024-2025 cycle is a test case for how both traditional and new media savvy will determine the Democratic Party’s future stars and, potentially, electoral fate.