What does the Texas experience tell us about the future of political parties?
The Texas experience tells us that for a party to be successful, it must always be waging a campaign for voters’ hearts and minds. The party that controls the narrative, that is more effective in marketing its ideas, that is more aggressive in defining its opponents – that’s the party that usually wins. The Texas experience also tells us to expect the unexpected, and to adjust quickly once change happens. Issues evolve and increase or decrease in salience – this creates a dynamic political culture. Candidates unwilling or unable to aggressively and proactively shape their own image, or at least shape their opponents’ image, usually lose. So in a sense, I think, the future of political parties is directly connected to advancements in marketing and public relations. Political parties are basically becoming PR firms.
