“Soccer moms” replaced by “mad moms” in current California gubernatorial race?

According to one grassroots leader, the California gubernatorial recall election has been driven by “mad moms”:

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Now, as recall ballots are dropping in mailboxes, children are returning to school amid heated battles over mask mandates and skyrocketing cases of the highly transmissible Delta variant. Leaders of the effort to remove Newsom for office are confident that women, exasperated by the effect of Newsom’s policies on their children, are the reason they will prevail.

“It’s gas on the fire,” said Anne Hyde Dunsmore, campaign manager for Rescue California, one of the main recall groups. “The whole time, it’s probably the single biggest ingredient in the campaign, in our success.”

Newsom “didn’t understand mad moms, which are the same as soccer moms,” Dunsmore said, referring to the pivotal group of suburban female voters. “Don’t piss off mommy.”

Newsom and his allies agree that these women are critical, but they point to polling that shows that well over a majority of the state’s women approve Newsom’s handling of the pandemic. If these women turn out, they will be a major factor in helping the governor retain his job.

Multiple recent election cycles have included efforts to sway suburban women. These two labels seem particularly aimed at suburban women, not all women in California or the United States. The two major political parties both think they can convince enough suburban women to care about their priority issues under the right conditions (examples here and here) and the suburbs are the spaces where elections are won or lost.

The shift from the “soccer moms” label that goes back decades to “mad moms” in mid-2021 could be worth examining further. In the label itself, soccer moms referred to driving kids to and from local practices. They cared about the future of their children and their communities. Mad moms suggests women are fed up with what is happening and/or what the future might hold for their families and communities. Especially in 2021, anger can be a powerful mobilizing force in politics.

Presumably, the mad moms are conservative women who want different political outcomes. For the women of California who disagree with their perspective, what is an apt moniker for the other side?

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