"The Trump administration is discarding its shock-and-awe publicity tactics on immigration after mass deportations were met with mass backlash.Why it matters: The White House has become allergic to the edgy memes, embedded camera crews and cosplaying officials that dominated former Homeland Security Secretary Kristi Noem's tenure.
A former DHS official said "cooler heads have prevailed" in the White House, including chief of staff Susie Wiles and her outgoing deputy, James Blair.
Other White House staffers, including deputy chief of staff Stephen Miller, have pushed DHS into some of the confrontations that tanked public opinion.Between the lines: The former agency official told Axios that last year, "there was a priority on people seeing the enforcement actions."
"Some of the law enforcement actions you see, even if they're hardened criminals, it can be hard optics," the ex-official said. "They can be hard to stomach when you're seeing really physical altercations."
The administration realizes its polling numbers have fallen on immigration enforcement.
New DHS Secretary Markwayne Mullin's first press stop (in business attire) was to promote FEMA's efforts in North Carolina.
The latest:
White House Border Czar Tom Homan, who was called in to become more involved with ICE's operations, said he's working on plans to change the agency's social media presence."Axios
*Trump appears to be backing down from his "always double down" tactic.
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