Growing up, Republicans treated deportations like a topic that required careful handling. Under presidents such as George W. Bush, the language was softened, the messaging was restrained, and the emphasis was placed on policy rather than persuasion. The assumption was that if the argument was sound, the public would eventually come around to it.

That assumption turned out to be wrong.

The goal is not to explain policy in a traditional sense, but to normalize it through repetition, familiarity, and shareability.

Consider the sympathetic yet stern immigration pivots Republicans such as former Texas Governor Rick Perry had during the 2012 GOP primary. Back then, the media and liberal pundits painted Perry as hardcore and extremely right-wing. Compared to Republicans in office now, however, he would be considered passive and extremely soft on the issue.

The assumption that the independent and flip-voter public would buy in to the GOP stance was not because the policy case for enforcement lacked merit, but because the conversation was happening somewhere else entirely.

Opinions were not being decided based on press briefings or white papers. They were being shaped on TV screens, social media feeds, comment sections, and viral content ecosystems where tone and format mattered as much as the substance.

Jeremy Knauff, founder of the PR firm Spartan Media, puts it this way:

Public relations plays a far larger role in policy than most people realize. It’s not enough just to educate the public any more — today, lawmakers need to engage in a more direct effort to influence public perception. The government has always done this to some degree, but the left has been significantly more active and effective in this regard. But now we’re starting to see a measurable shift from the right.

What we are seeing now from the Department of Homeland Security’s social media team represents a break from that old model. Simply put, they’re playing to win.

The kids want memes

The DHS, along with the White House and ICE, has been using memes, viral audio, and internet-native content to promote deportation policy and immigration enforcement. This includes Christmas-themed deportation memes, TikTok-style videos set to trending music, and stylized content designed to travel well beyond traditional government channels.

Keep in mind that Millennials (roughly ages 27-42) spend an average of nearly three hours per day, or approximately 17 to 20+ hours per week, on social media.

These aren’t your father’s government employees figuring these things out on the fly, looking sloppy and rushed. The content they’re putting out isn’t just quality; it is the type of content you would see on the feeds of the most viral social media content creators. They’re in the major leagues of viral political content.

One viral video posted by the DHS, captioned 'Gotta Catch ‘Em All,' showed ICE agents blowing in doors and handcuffing and leading away undocumented immigrants to the theme song from the "Pokemon" cartoon. It certainly tugged on Millennial heartstrings, because that clip alone has been viewed 75.5 million times.

The backlash has been as immediate and intense as you would expect. Critics say this approach is dehumanizing, that it trivializes serious issues, and that it reflects a level of insensitivity that should not be associated with government communications.

CNN has gone so far as to claim that "underlining" DHS recruitment posters "are undertones that historians and experts in political communication say are alarmingly nationalist — and fraught with appeals to a specifically White [sic] and Christian national identity.”

Supporters see it as effective and long overdue after years of what they view as overly cautious messaging from the right.

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Focusing only on whether the memes are appropriate misses the larger point. What is happening here is not primarily about humor or tone; it is about control over how the issue is framed and where the framing takes place.

Knauff says, “The people who are criticizing this approach are only doing so because they can see that it’s effective. And their complaints are disingenuous because it’s the exact same thing they’ve been doing for decades.”

The cool kids in control

For the better part of the last decade, conservatives did not lose the immigration argument on substance. They lost it on distribution. They had policies and data on their side, but they failed to communicate those ideas in the environments where younger voters and low-information audiences were actually forming opinions.

Put plainly, they were boring and unwilling to defend their position with the same passion as liberals.

The polling makes the gap impossible to ignore. Multiple 2026 surveys show that younger Americans are far less supportive of Trump’s immigration policies than older voters, especially Boomers who largely consume cable news.

A February PBS/NPR/Marist poll found that just 18% of voters under 30 approved of the administration's approach to deportations, while 69% disapproved. A CBS/YouGov survey in mid-January similarly found that 60% of respondents under 30 believed Trump was doing “too much” to deport illegal aliens.

This issue isn’t cut and dry. Trump was delivered a mandate in 2024, but now that optics are changing, the question is whether to keep the foot on the pedal or not.

The picture is clear though: Younger voters are not instinctively aligned with the administration’s immigration agenda, even if they support individual enforcement measures in isolation. So what to do? Keep the memes coming.

The current strategy appears to be an attempt to close that gap by meeting the audience where it already is. Instead of trying to pull younger users into formal policy discussions, the DHS is embedding its messaging inside the formats the youth consume on a daily basis.

The goal is not to explain policy in a traditional sense, but to normalize it through repetition, familiarity, and shareability.

Propaganda? Only call it that if it's boring.

RELATED: Why I support ICE as the son of an immigrant

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It’s all about virality

What we’re seeing represents a significant shift in how the government communicates. In the past, agencies relied on press releases, official statements, and media intermediaries to convey their message carefully and cautiously. Now, the message is being delivered directly to the public in the same formats used by influencers, creators, and online communities.

The distinction between political communication and internet culture is becoming increasingly blurred.

There are clear risks to this approach. When complex policies are reduced to highly shareable clips, the conversation can quickly become polarized.

At the same time, the old model was not getting the job done. Staffers with communications degrees did not win over younger audiences, did not reshape cultural perception, and did not prevent immigration from becoming one of the most emotionally charged issues in our society today.

Backtracking to a more restrained style of messaging would not solve anything. It would only surrender the digital battlefield once again.

What makes this moment notable is not just the content itself, but what it signals about the future of political communication. The DHS is operating less like a government agency and more like a savvy political campaign, prioritizing reach, engagement, and narrative control over neutrality.

Weapons of meme destruction

The DHS’ use of memes is an indication that the rules of engagement have shifted. Political power is no longer exercised solely through policy decisions or legislative victories, but through the ability to shape perception at scale.

Republicans spent years trying to win arguments in spaces that fewer and fewer people were paying attention to. Now, they appear to be adapting to the environment as it actually exists. Whether that approach proves sustainable or backfires politically remains to be seen.

Knauff explains it like this:

I believe this strategy will not only continue to be effective, but also become more effective as time goes on. Right now, it’s novel and exciting, but as the new car smell wears off, the impact will remain — if we have the discipline to stick with the mission. Public relations requires time to create the desired outcome. It’s not something you can rush. The left had decades to slowly leverage this strategy, so the right needs to be just as patient in their execution.

If the GOP maintains its majority in Congress, Republicans might joke about how the memes saved them. If they lose, expect the old guard to say the memes were too mean.

What is clear is that the next phase of political communications will not be conveyed primarily through speeches, press conferences, or media panels. It will be fought through content and the side that understands that reality will have a decisive advantage.

May the side with the best memes win.