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JobsNotMobs, Jobs Not Mobs, is an American campaign slogan, hashtag, and viral video that rose to popularity among Republicans during the 2018 United States midterm election.

The hashtag was launched by a video that went viral on Twitter on October 11, 2018. According to the New York Times, the video "alternated between footage of angry protesters and clips of cable news anchors discouraging the use of the word “mobs” to describe those activists."[1] The anonymous [2] creator of the meme was described by the New York Times as working under the pen name “Bryan Machiavelli,” and as describing himself as “memetic warfare" consultant who charges $200 per hour. [1][3]. Newsweek quoted him as saying, "I’m someone that works in Hollywood. I am a notable person but because of the state of the climate, I chose to make this video anonymously."[4]

"Mobs" draws on the idea, popular on the right-wing internet, that Republicans represent a rational alternative to the mob violence represented by Antifa and other left wing protesters.[1] While "Jobs" references the high levels of job creation during the first year and a half of the Trump administration, which many left-wing voters and commenters attribute less to the policies of the Trump Administration and more a lingering effect of Barack Obama's presidency.[1]

According to Politico, "the seeds of the new slogan" can be traced to early October 2018, a moment when activists flooded into downtown Washington during the confirmation fight over Supreme Court nominee Brett Kavanaugh. President Trump and other Republicans began calling Democrats the party of “mob rule,” and Trump spoke of a “radical Democrat mob, saying, “You don’t hand matches to an arsonist, and you don’t give power to an angry left-wing mob.”[5] On October 12, Republican political consultant and activist Ali Alexander tweeted that "‘Mob’ probably won’t play as well as some proponents think.”[5] Cartoonist and pro-Trump activist Scott Adams responded "‘Mobs’ by itself doesn’t work. But ‘Jobs Not Mobs’ is brain glue plus framing and contrast. Science says the brain interprets rhymes as persuasive."[5]

In an email interview with Politico, Adams disclaimed coining the phrase, stating that had seen in a comment on Twitter, though he couldn’t remember where. “This is the sort of meme that likely popped up in multiple places and travelled multiple paths. Expect more than one claim of original authorship. That would be normal and probably true.”[5] According to Politico reporter Ben Schreckinger who tracked the slogan down using a third-party tool, The First Tweet, the first person to use it was probable Danny East, a Twitter user in Georgia who had about 500 followers and who used the phrase on October 11 in response to video of Trump speaking.[5]

Adams popularized the slogan by endorsing it on October 12th.[1]. The phrase was retweeted by activist Turning Point USA and actor James Woods before being publicized on Fox & Friends on October 15.[1] It was being widely retweeted by 18 October, when President Trump first retweeted it.[1][6] It continued to grow in popularity in late October, becoming a Republican campaign slogan in the days just before the midterm United States elections, 2018.[1][7][5]


  1. ^ a b c d e f g h Collins, Keith; Roose, Kevin (4 November 2018). "Tracing a Meme From the Internet's Fringe to a Republican Slogan". New York Times. Retrieved 5 November 2018.
  2. ^ Weiner, Sophie (2 November 2018). "That Wild 'Jobs Not Mobs' Video Trump Tweeted Was Taken From an Anonymous GOP Fan". Splinter News. Retrieved 5 November 2018.
  3. ^ Roose, Kevin; Winston, Ali (4 November 2018). "Far-Right Internet Groups Listen for Trump's Approval, and Often Hear It". New York Times.
  4. ^ Kwong, Jessica (1 November 2018). "Donald Trump Lifted 'Jobs Not Mobs' Ad From Anonymous YouTube User Who Says He Was Sick of Seeing GOP Efforts 'Flounder'". Newsweek. Retrieved 5 November 2018.
  5. ^ a b c d e f Schreckinger, Ben (31 October 2018). "How an internet meme became a Trump campaign slogan". Politico. Retrieved 6 November 2018.
  6. ^ Burke, Caroline (23 October 2018). "Trump's "Jobs Not Mobs" Hashtag Is His Latest Jab At Democrats — Now It's Showing Up At Rallies". Bustle. Retrieved 5 November 2018.
  7. ^ Shane, Corucher (1 November 2018). "Trump Tweets Intense 'Jobs not Mobs' Video Pushed on Reddit—and Nobody Seems to Know Who Made it". Newsweek. Retrieved 5 November 2018.