More than fifty years after the Watergate scandal, a new trend called "Nixonmaxxing" has emerged among young conservatives, who are adopting the aesthetic and attitude of former President Richard Nixon. Archived footage of Nixon, often set to rap music from artists like Drake and Notorious B.I.G., is going viral on Instagram and YouTube. This trend extends to merchandise, with items such as ball caps, crew necks, and fanny packs featuring slogans like "Pretty Girls for Nixon" and "Nixon Now More Than Ever," some of which sold out within hours.
The Richard Nixon Foundation, a nonprofit established in 1983 by Nixon himself, is the primary force behind this online resurgence. The foundation's social media accounts began posting archival photos and videos specifically tailored for Gen Z, with their Instagram account garnering almost 110,000 followers and its most popular video receiving 1.4 million views. The foundation's CEO, Jim Byron, who previously worked for President Trump at the National Archives, is credited with meeting new audiences "where they are."
This embrace of Nixon is seen by some as a countercultural statement and a "heterodox middle finger to the establishment." Vice President J.D. Vance, during an event at the Nixon Presidential Library, observed a "cultural renaissance" of Nixon's historical legacy, describing him as a "combative president loathed by the press and besieged by investigators." Young conservatives, particularly those who supported Donald Trump, may identify with Nixon's portrayal as being targeted by the "deep state" and elitist institutions, echoing a sentiment of feeling silenced and threatened for pushing back against liberal narratives.
The social media campaign often omits any direct mention of the Watergate scandal, instead presenting Nixon in a positive light, smiling, waving, and bowling. According to reports, the foundation's Instagram had not directly referenced Watergate in roughly 100 posts over six months. This curated portrayal aims to recast Nixon as a "cool, tough figure unfairly treated by history," and is succeeding in attracting a new generation of followers who may not have a direct memory of his presidency or the Watergate events.
