Why The GOP's Attempt To Rebrand On Women's Issues Is Doomed

GOP candidates are training to better talk about women and women's issues following the disastrous 2012 elections -- but this new rebranding effort will be difficult, given conservative media's toxic rhetoric on women.

Politico reported on December 5 that the National Republican Congressional Committee (NRCC) is meeting with congressional Republicans and their aides to “teach them what to say -- or not to say -- on the trail, especially when their boss is running against a woman”:

While GOP party leaders have talked repeatedly of trying to “rebrand” the party after the 2012 election losses, the latest effort shows they're not entirely confident the job is done.

So they're getting out in front of the next campaign season, heading off gaffes before they're ever uttered and risk repeating the 2012 season, when a handful of comments let Democrats paint the entire Republican Party as anti-woman.

Akin dropped the phrase “legitimate rape” during the 2012 Missouri Senate race, costing himself a good shot at winning his own race and touching off Democratic charges of a GOP “War on Women” that dogged Republicans in campaigns across the country.

This new phase in the GOP's attempt to rebrand the party comes months after the Republican National Committee's (RNC) March 18 post-mortem of the 2012 election, which warned the party was “increasingly marginalizing itself” by alienating women, Hispanics, African Americans, and younger voters.

As Media Matters noted at the time, the rebranding effort always faced a significant obstacle: conservative media. Right-wing talk radio hosts like Rush Limbaugh played a significant role in popularizing the very brand of Republican politics the party leadership now understands is toxic -- and they are unlikely to change their rhetoric on women just because the RNC and NRCC suggest it.

After all, Limbaugh is the man who launched 46 personal attacks on Sandra Fluke in 2012, including calling her a “slut” and a “prostitute” for testifying in favor of affordable contraception, and little has changed since then. Just in the month of November, Limbaugh compared filibuster reform in the Senate to "allow[ing] women to be raped"; suggested that women in the military synchronize their menstrual cycles so they'd be “ready to be banshees”; read from a misogynistic parody site mocking marital rape; claimed ads promoting Obamacare's coverage of birth control told young women "if you like being a prostitute, then have at it"; and claimed Democrats are turning women "into nothing but abortion machines."

Limbaugh is not alone. Wall Street Journal editor James Taranto has mocked efforts to combat the immense problem of sexual assault in the military, and claimed "female sexual freedom" led to a “war on men.” Fox News' Bill O'Reilly attempted to tie the “War on Christmas” to "unfettered abortion." Conservative blogger and Fox contributor Erick Erickson has called Texas Gubernatorial candidate Wendy Davis "abortion Barbie" and attempted to smear her campaign by suggesting she was mentally unfit for office. And a Fox Business host recently asked if there is "something about the female brain that is a deterrent" to women working as tech executives.

That's just a few of the most recent examples. The list goes on.

If the NRCC is concerned about Republicans being labeled “anti-women,” Todd Akin and his “legitimate rape” comments are perhaps the least of their concerns. Conservative media's daily drumbeat of demeaning attacks on women could do more damage to the party's efforts than any single gaffe.

After all, the GOP rebranding effort also included a call for greater Latino outreach, to which conservative media responded with increased anti-immigrant demagoguery and a full-throated effort to destroy immigration reform. At the moment, it seems the conservative media is successfully thwarting the Republican “rebrand” -- leaving the GOP right back where they were in November 2012.