U.S. Senator Joni Ernst’s calculatedly understated wardrobe projects an image of unwavering fiscal discipline, yet her recent “mock apology” to her response when there was an outcry to the proposed Medicaid cuts rips a gaping hole in that tailored façade

Senator Joni Ernst at an Iowa town hall. Screen shot: pbsnews/YouTube

What is it about Donald Trump’s lackeys that make them say the darndest things? There is, of course, personal fealty, emulation of the dear leader, and the breaking with communication norms. One of them who has joined the growing lists of cocky, loyal individuals is Iowa senator Joni Ernst. At a town hall last Friday, she responded to her constituents, who thought the cuts to Medicaid—a healthcare programme for low-income Americans—as part of Donald Trump’s exquisite Big Beautiful Bill could be fatal (“people are going to die” was heard), with a grin: “We all are going to die.” The disbelief to her rejoinder was palpable. But, that was not the shocker. A day after, she shared on Instagram an apology, except that it was not one by any definition of the word.

Looking cheerful in two crew-neck T-shirts, a chartreuse over a white, she began rather solemnly, saying, “Hello, everyone. I would like to take this opportunity to sincerely apologise for a statement I made…” But what followed was not quite the sorry those watching the reel had hoped to hear. She continued, fake earnestness still in place, “I made an incorrect assumption that everyone in the auditorium understood that, yes, we are all going to perish from this earth. So I apologise.” And then, with no change in tone, threw in: “And, I’m really, really glad that I did not have to bring up the subject of the tooth fairy as well.” If that did not incense, how about this: She shot the selfie-video in a cemetery!

“And, I’m really, really glad that I did not have to bring up the subject of the tooth fairy as well.” If that did not incense, how about this: She shot the selfie-video in a cemetery!

A true apology involves acknowledging the harm or offense caused. And actually saying “I am sorry.” Her video, instead, doubles down on the controversial statement and offers an insincere form of regret. It was a deliberate act of provocation rather than a genuine expression of remorse or empathy. Her initial “we all are going to die” was a glib, even flippant response to a serious concern about actual lives. By choosing a cemetery as the backdrop for her apology, Ms Ernst physically embodied that glibness. It was as if she was also saying, “You’re concerned about people dying? Well, here’s a place where people are dead! Get over it.” The cemetery video was not just a bad-faith apology; it was a calculated act of provocation. She was rubbing it in.

Joni Ernst is almost always seen in understated, ‘professional’ clothes, which initially seemed to project an image of competence and—deceptively—fiscal prudence. But her sensible suits (made in China?) began to reveal subtle, telling flaws when juxtaposed with the harsh realities of the policies she supports. Unlike her MAGA sisters, such as Lara Trump and Kristi Noem, Ms Ernst veers towards a lack of ostentation—possibly as visual embodiment of fiscal conservatism. While outwardly respectable (including her straight, uncoloured granny-grey hair), her conservative, modest style ultimately does not hide her lack of empathy. The carefully constructed image unraveled by the very policies she sells so unconvincingly. Even when she tries to appear more alive than others in Iowa, she is really dead to their plight.