How Republicans Manufactured Anti-Trans Backlash to James Talarico

Hope Pisoni, The 19th October 27, 2026

Texas’ Senate race has become one of the most-watched elections of the year. MAGA Republican nominee Ken Paxton pulled off a rare primary defeat against a well-established 24-year incumbent, while challenger James Talarico has been polling well enough to ignite hopes of electing a Democrat to represent Texas in the Senate for the first time since 1993.

This election could have a major impact on issues like education and healthcare prices, which rank as Texas voters’ top priorities. But an outsized amount of coverage of the race has centered instead on transgender people. Paxton’s campaign and its supporters have run several AI-generated ads attacking Talarico’s pro-trans positions. That focus has shaped reporting on the race, both by right-wing media like Fox News and in mainstream outlets like The Washington Post, with many describing Talarico’s stances on trans issues as a liability. Talarico himself has walked back some of his positions in response to controversy, expressing support for some restrictions on trans athletes and rescinding a promise to co-sponsor the pro-LGBTQ Equality Act.

This outsized focus didn’t come out of nowhere—on March 3, when Talarico was declared the winner of the Democratic primary, there was a stunning increase in traffic on X related to his takes on trans issues.

In the three days leading up to his primary win, Uncloseted Media and The 19th could only find four posts about Talarico’s take on trans issues. But in just over 24 hours after Talarico won the primary, the newsrooms identified nearly 200 posts. Most of this was driven by three viral videos that were initially posted and amplified by GOP-affiliated politicians and strategists before being circulated by right-wing influencers, media personalities and activists. The spike shows how an army of accounts work together to amplify attacks that can shape the political debate in key races—and perpetuate harmful rhetoric.

“It is a match made in heaven, the business model of social media and people pushing hate,” Sarah Oates, a professor of communications at the University of Maryland, told Uncloseted Media and The 19th. “Because the social media companies know that these are the things that engage people.”

So how did the proliferation of this narrative happen? The following is a play-by-play of how the videos and their accompanying narrative spread in the 26 hours after Talarico’s primary win. The timeline is accompanied by analysis from experts in political communications and strategy.

What Are People Saying, and Where Did It Come From?

10:08 p.m. EST, March 3, 2026. Brandon Gill posts → 298.4k followers

Five minutes after election analyst Dave Wasserman calls the primary for Talarico, Republican Rep. Brandon Gill of Texas posts a clip from a 2021 debatein the Texas legislature where Talarico says that “God is nonbinary.” This is one of two clips which suddenly go viral despite having existed for years—the other, which comes from a 2021 hearing where Talarico says that there are “six really common biological sexes,” is posted by Gill the next morning to a similarly large reach. Talarico has since walked back both statements.

As Gill’s post spreads, the replies are increasingly filled with animus. In one reply, Lynn Conrad writes that “this false prophet speaks with a forked tongue and will lead many from the truth.”

Prior to Talarico’s win, these clips had gotten a small amount of media coverage and appeared in an attack ad by Terry Virts, one of Talarico’s primary opponents. However, Republicans seemingly waited to boost them further until after the primary. Matthew Sheffield, political analyst and a former right-wing political consultant, says this strategy is common.

“Sometimes candidates will decline to reveal [opposition research] that they have for other-party candidates until the general election,” Sheffield told Uncloseted Media and The 19th. “When that’s done, it’s usually because they perceive that the other-party candidate would be severely damaged by the disclosure and they actually want that person to win their party’s nomination.”

10:16 p.m. Greg Price posts → 527.4k followers

Eight minutes after Gill’s first post, the same clip is posted by Greg Price, a political consultant who held a leading role in President Donald Trump’s 2024 campaign and worked at the White House in 2025. Within the next hour, accounts with direct connections to the Republican Party and the Trump administration post the clip and spread anti-trans talking points. This includes the National Republican Senate Committee; their regional press secretary and senior adviser; and Steve Guest, Texas Sen. Ted Cruz’s former communications adviser, who posted the clip and wrote: “James Talarico is a radical trans activist who weaponizes Christianity to push a far-left agenda to mutilate children.” Overall, 12.1% of the posts we analyzed came from such accounts.

At least 23 other accounts go on to post Gill and Price’s version of the clips, helping their message go viral. The posts above are also reposted by accounts with millions of followers, including conservative writers Dinesh D’Souza and Ann Coulter, fundamentalist Christian radio host Jenna Ellis and an account called End Wokeness.

11:23 p.m. Andrew Kolvet posts → 311.8k followers

About an hour later, Andrew Kolvet, a spokesperson for Turning Point USA and the co-host of The Charlie Kirk Show, posts the “God is nonbinary” clip while calling Talarico a “beta male white boy” and a “compliant little lap dog.” Right-wing media figures are quick to jump on these talking points, with 18.7% of all the posts we analyzed coming from them.

Sheffield says that right-wing outlets scour the internet for stories that could “forward their narratives.”

“They do this not just with trans issues, they do this all the time with anyone who puts an argument forward that is helpful to them, and I personally experienced this myself,” says Sheffield, who entered into politics after his small anonymous right-wing website was covered by far-right heavyweights Rush Limbaugh and Bill O’Reilly mere days after its launch.

8:02 a.m., March 4. ATX data posts → 5,852 followers

As the nonbinary video spreads like wildfire overnight, a new clip drops around 8 a.m. the morning after. This clip, which shows a sermon in which Talarico says that “our trans community needs abortion care too,” is the only one we analyzed which hadn’t surfaced prior to the Democratic primary. It’s first posted by ATX data, an anonymous account that bills itself as providing “conservative news and public policy covering local Austin and Texas issues.” While the account has less than 6,000 followers, the clip is picked up quickly: Fox News anchor Will Cain posts it within an hour and Kolvet and Price do so within two, allowing it to rack up over one million views.

Sheffield says that while Democratic leaders tend to prefer to establish rhetoric and positions in-house, Republican leaders more frequently look to grassroots supporters for talking points.

“That’s what this was an example of—they found something that seemed effective to conservatives, so they started picking it up and using it,” Sheffield says.

10:52 a.m. Libs of TikTok posts → 4.7M followers

As lunchtime approaches, influencers and political commentators, who make up 18.1% of the posts analyzed, begin boosting the clips. Accounts with millions of followers, including Libs of TikTok, End Wokeness and podcast host Matt Walsh, help them go viral. The three aforementioned accounts rack up a combined 1.26 million views on their posts about Talarico.

Ashley St. Clair, the mother of a child with Elon Musk and a former MAGA influencer who has since left the right-wing online ecosystem and has spoken out about its “very coordinated” nature, says influencers are incentivized to repost right-wing talking points with momentum on social media because they can make bank from ad revenue, brand deals and practices like paid retweets.

“I worked with [Libs of TikTok], and that’s a business where she makes money hand over fist from this type of content,” St. Clair told Uncloseted Media and The 19th. “It’s become an obsession where she spends all day scouring the dark corners of the internet to make a minority seem like the rule.”

Libs of TikTok did not respond to a request for comment.

By 11:00 a.m, March 4…

Between 10 p.m. on March 3 and 11 a.m. on March 4, Uncloseted Media and The 19th identified 48 posts about Talarico that use similar anti-trans talking points, including 26 separate posts of the three clips that would amass millions of combined views. In contrast, we identified zero pro-trans posts about Talarico in the same time period. Oates finds this sharp turn in the discussion suspicious.

“When you see a shift in a discourse on a particular platform that’s quite abrupt and moves from one side to another and then stifles all dissent, that’s generally gonna be inauthentic,” she says. “That’s generally gonna be led by people who are pushing propaganda or political messaging. … It’s not reflective of general public opinion on the issue.”

This perspective reflects statements by St. Clair. She told The Washington Postthat she joined large group chats where influencers would receive “marching orders” from the Trump administration and congressional Republicans. She also shared direct messages with The Post that showed White House staffers asking her to boost talking points and Republican strategists offering her money to amplify posts. Based on Uncloseted Media and The 19th’s findings, she says it’s likely that the anti-trans attacks against Talarico were coordinated in this way.

“I’d be willing to bet there was money put behind it in a paid campaign, because this is how MAGA operates,” St. Clair says. “Most people don’t understand that a lot of these MAGA influencers have access to a dashboard through certain companies where they can just log on and see any campaign that they can sign on to … and all they have to do is push out messaging, which means they don’t have to disclose that they’re paid.”

Sheffield says that many right-wing actors have such closely aligned interests that they don’t need to work together to act in concert.

“Probably most of it is not intentional when you see something go big,” Sheffield says. “They all have a movement mentality on the right, so when they see something that looks effective, then they’re gonna repeat it.”