‘Take these attacks seriously’: journalist Imara Jones on the dangerous rise of anti-trans political ads

Imara Jones was filming a documentary on a road trip in California when she took a break to scroll the news. A story about state lawmakers in Idaho banning transgender girls from playing on female sports teams at public schools caught her attention; it was the second anti-trans legislation that Jones had seen passed in 2020. She turned to her producer and told her that they needed to look into “this anti-trans stuff”. Dozens of similar bills were introduced in statehouses throughout the nation soon after.

A year later, Jones launched her podcast The Anti-Trans Hate Machine: A Plot Against Equality to look into the religious extremists, conservative political groups and billionaires pushing an anti-trans agenda.

Since then, the urgency of her work has only grown. Republicans have spent more than $65m on anti-trans television ads in recent months, according to the New York Times, despite the negative impact that they have on trans people’s safety and wellbeing, and scant evidence of its effectiveness in swaying voters. And in 2023 and 2024, more than 500 anti-LGBTQ bills were introduced each year.

On her podcast, Jones – a Black trans journalist and founder of the platform TransLash Media – investigates the anti-trans industry with a conversational tone, all while centering the voices and experiences of trans people. “I have a belief that when you see the same thing happening in different parts of the country at the same time, that that’s something to look into,” Jones said. “I think that coincidence is always great as a fertile ground for journalism and for looking under the hood about what’s going on.”

In the first episode of this year’s season, Jones looks at how the paramilitary group Proud Boys uses anti-trans rhetoric to stoke political upheaval. Far-right militia groups have grown at unprecedented numbers in recent years, according to the Southern Poverty Law Center (SPLC), while political violence in general has also increased.

For trans people, such rhetoric can lead to increased violence against them, as well as suicidal ideation. A recent report from the LGBTQ+ advocacy group The Trevor Project found that suicide attempts among trans and nonbinary youth increased by up to 72% in states that enacted anti-trans laws.

“We know that trans people overall have been facing more violence since there’s been an uptick in anti-trans rhetoric in terms of hate crimes,” Jones said. “So we know that there is an impact on people’s safety and wellbeing solely because of the [public] conversation.”

Jones hopes that through her work, that the press and political leaders will begin to see anti-trans rhetoric as a serious threat to democracy and community safety.

“The biggest solution is to take these attacks seriously,” Jones said, “to understand the way in which they are being deployed for paramilitary violence, for political violence, to destabilize communities, to undermine democratic conversations politically, to take votes away”.

A ‘trans moral panic’

Anti-trans ads are being deployed by the Republican party now due to the tightness of the presidential election, according to Jones. During their September debate, for instance, Trump attacked Kamala Harris’s 2019 comments about her support of gender-affirming surgery for imcarcerated trans people. “Anti-trans issues work the best in really tight elections where the margins are really close and you’re just trying to convert one or two votes per precinct, and that’s enough to help you win,” Jones said.

Another reason why anti-trans ads are particularly salient now is because the GOP is using them to court voters who supported the Republican candidate Nikki Haley, who ran on an anti-trans platform, she added. Many of those voters are suburban women who lean Republican, but sometimes vote Democrat in local elections. Both parties are now vying for their votes. “Harris is making a play for the Nikki Haley voter, and there’s some indication that she is gaining enough ground to maybe get her over the top,” said Jones. “That’s exactly the type of population that would be receptive to anti-trans messages.”

Christian nationalists and rightwing politicians view trans people as collateral damage as they strive for political wins, according to Jones. And bundled in with anti-trans rhetoric is opposition to diversity, equity and inclusion (DEI) policies. A “trans moral panic” among the far-right has led to an uptick in legislation that bans both DEI policies and trans protections, said Emerson Hodges, a research analyst for the intelligence project at the SPLC. At the Intelligence Project, Hodges tracks hate and extremism through in-person and online monitoring.

“Anti-LGBT groups that are in alliances with trans-exclusionary groups also push what they call ‘viewpoint diversity’ to roll back DEI protections in state houses and in corporations,” said Hodges. Billed as the inclusion of various perspectives in an argument, viewpoint diversity is problematic because it promotes this false narrative that DEI is a threat to white Christian men,” he said, “and they utilize that to push these anti-trans, anti-LGBT bills”.

Along with an increase in suicide attempts among trans and nonbinary people, anti-trans legislation can lead to violence against trans people of color, said Hodges. Twenty-seven trans people have been killed this year, according to HRC, with 74% of them being people of color and 48% being Black. “When we look at these trends of violence towards trans people,” Hodges said, “it’s important to remember that those trends of violence are affected by legislation and the politicization of trans affirmation.”

While Jones began her podcast in 2019 to highlight the dangers of anti-trans legislation, she hopes to one day celebrate the lives of trans people. But first, political leaders must work toward creating a society where trans and gender nonconforming people can live without the fear of violence.

“We would love to focus on telling all of the good news and the positive stories that surround trans people from all walks of life and all backgrounds,” Jones said. “But the world’s gonna have to cooperate a little bit to allow us to do that.”