The future of digital communication in politics: Battleground Texas and the Mobius Strategy in the 2014 election
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This study examined the strategy and impact that the Political Action Committee Battleground Texas had in the 2014 election. The goal of the study was to answer three research questions: 1) What process did Battleground Texas have for a digital communication strategy? 2) What role did the Mobius Strategy play in Battleground Texas’ work as the coordinated campaign in Texas? 3) How did the digital focus of Battleground Texas affect voter registration and voter turnout? The research questions were examined using a combination of qualitative and quantitative research. In-depth interviews and participant observation were combined with analysis of voting registration and voting patterns to formulate the results. Results indicate that the methods used by Battleground Texas were good models for future campaigns, and that the change was incremental, but there was a difference.