Vance enters the media lion's den

Vice President Vance is venturing into unfriendly media terrain to defend the White House against its critics, reviving the same playbook that endeared him to President Trump when he was picking his running mate.

Why it matters: Vance is using the media blitz to showcase one of his biggest political assets, his talent for verbal combat, as he lays the groundwork for an expected 2028 presidential campaign.

His approach contrasts with other high-profile members of the administration who stick to conservative outlets like Fox News and Newsmax.

Driving the news: Vance's nearly three-hour appearance Wednesday on Joe Rogan's top-ranked podcast was the latest stop.

Rogan endorsed Trump in 2024 but has since broken with the White House over its decision to strike Iran and its handling of the Epstein files.

Pressed on Iran, Vance attacked the "hawks" who criticized the administration for negotiating with Tehran instead of "bomb[ing]" the country "into oblivion."

On Epstein, Vance called himself "one of the OG Epstein conspiracy theorists" and acknowledged the administration had "absolutely screwed up" its messaging. But he also forcefully defended Trump over allegations that he engaged in misconduct with Epstein.

Zoom in: The Rogan interview followed a string of appearances with skeptical interviewers as part of his book tour.

On ABC's "The View," Vance clashed with the hosts over immigration, race and the Epstein files. The exchange became so heated that Whoopi Goldberg cut off Ana Navarro as the show headed to commercial.

On "Real Time," Vance sparred with Bill Maher on ICE raids, the 2020 election and Republicans' willingness to excuse Trump's conduct.

On Megyn Kelly's podcast, Vance defended Trump's Iran policy during questioning from the conservative commentator, who has loudly criticized Trump over the war.

The backstory: Vance is returning to the strategy he used during the 2024 veepstakes, when he distinguished himself by defending Trump in tough TV interviews.

After a rocky rollout as Trump's running mate, Vance regained his footing with the same approach.

Contentious interviews are the Yale Law graduate's comfort zone, allies say.

The strategy seems to be paying off. Trump, who was impressed during the campaign by Vance's willingness to take interviews other Republicans avoided, has privately told advisers he loves the vice president's recent media appearances, according to a person familiar with the conversations.

Yes, but: The Rogan interview wasn't exactly hostile. Though Rogan pressed Vance on Iran and Epstein, he also lobbed friendlier questions about former President Biden's health.

Vance and Rogan are friends and had dinner this spring.

The intrigue: One notable interviewer remains absent, Tucker Carlson.

Carlson remains friends with Vance even as his relationship with Trump has soured over the president's decision to attack Iran.

Vance has no plans to do Carlson's show, according to a source.

Behind the scenes: Vance insists he isn't focused on 2028. During a recent dinner at the vice president's residence, he joked to friends that the next presidential campaign isn't discussed in his household.

The bottom line: Vance's willingness to walk into hostile interviews helped earn him the vice presidency. He's betting it can carry him to the top of the 2028 ticket.