Department of Communication, University of Delaware
COMM751-610: Digital Political Strategy
Professor Jonathan Starkey
Vision Statement
Gerrymandering is a major structural problem in our democracy. Every 10 years, congressional districts are redrawn, but they’re usually drawn by the party in power, who use this privilege to give themselves an unfair advantage. By packing their voters into districts and splitting up opposing voters, the party in power can easily redistrict their state in a way that tips the scale in their favor.
Through gerrymandering, Americans are stripped of their constitutional right to have fair representation. This not only affects the people they represent, but all Americans, as leaders are unfairly elected to federal offices. When politicians have an unfair advantage that allows them an easier win, they have less of an incentive to win swing voters. In 2016, the House of Representatives had landslide victories in 74% of races, and 15% were won without major party opposition. Candidates in gerrymandered districts don’t have to win support from both sides, which allows individuals with more extreme views to be elected.
Gerrymandering signals to Americans that politicians in charge don’t have their best interests at heart. From 2009 and 2016, voter trust fell from 59% to 30%. During the same time period, people that lacked faith in our electoral system jumped from 40% to 69%. The gerrymandered map used by North Carolina in 2016 allowed Republicans to win in 10 of 13 districts, despite Republican candidates only winning 53% of the vote. Had the map fairly represented the voters of North Carolina, it would have elected 7 Republicans, not 10.
We can stop gerrymandering by reforming the map-drawing process by transferring it to Independent Redistricting Commissions. These commissions would be made up of a bipartisan group of citizens. Independent Redistricting Commissions would allow the redistricting process to be more transparent by broadcasting public meetings to ensure accountability. They would also be in charge of creating and following rules as to how districts should be drawn. The public supports removing partisan bias from redistricting. In fact, a bipartisan poll in 2017 has shown that 73% of respondents support removing partisan bias from redistricting, even if their party might lose seats in the process.
Message
- Gerrymandering signals to Americans that politicians in charge don’t have their best interests at heart.
- A gerrymandered map used by North Carolina in 2016 allowed Republicans to win in 10 of 13 districts, despite Republican candidates only winning 53% of the vote. Had the map fairly represented the voters of North Carolina, it would have elected just 7 Republicans.
- In 2021-2022 Democrats have used gerrymandering to remove 12 Republican districts and create 11 Democratic districts.
- Most other liberal democracies have already solved the problem of gerrymandering by transitioning from political redistricting to commissions.
- We can figure out how fair districts are by calculating the “median seat” and “efficiency gap”. Using this data, FiveThirtyEight confirms that maps created by Independent Redistricting Commissions have less bias than those created by legislatures.
- Arizona serves as an example of how to successfully implement Independent Redistricting Commissions.
- Arizona’s commission consists of five members, with no more than two members per political party.
- It is currently ranked as the fairest congressional map in the United States.
- Arizona serves as an example of how to successfully implement Independent Redistricting Commissions.
Distribution
- Our plan will target all eligible voters in states that do not have Independent Redistricting Commissions.
- In these states that allow voters to place a constitutional amendment directly on the ballot, our goal will be to convince voters to vote yes for the constitutional amendment.
- Arkansas
- Florida
- Illinois
- Massachusetts
- Mississippi
- Missouri
- Nebraska
- Nevada
- North Dakota
- Ohio
- Oklahoma
- Oregon
- South Dakota
- It will be pivotal to reach out to community leaders in every state and in every community to create real conversations about the importance of advocating for this legislation. These leaders will include church leaders, community activists, political leaders, school leaders, and business leaders.
- In states that don’t have ballot measures, we will advocate for electing candidates that will propose constitutional amendments to create Independent Redistricting Commissions to replace politicians in the map-drawing process.
- Alabama
- Alaska
- Connecticut
- Delaware
- Georgia
- Indiana
- Iowa
- Kansas
- Kentucky
- Louisiana
- Maine
- Maryland
- Minnesota
- New Hampshire
- New Mexico
- New York
- North Carolina
- Pennsylvania
- Rhode Island
- South Carolina
- Tennessee
- Texas
- Utah
- Vermont
- Virginia
- West Virginia
- Wisconsin
- Wyoming
- Grassroots organizing will also be important in getting candidates we endorse elected. We will reach out to community leaders in each state and every community to create real conversations about the importance of electing individuals who advocate for this legislation. Our community leaders will include church leaders, community activists, political leaders, school leaders, and business leaders.
- While these groups will be targeted with different messages, we will use the same techniques to reach them.
- Because of our large audience, our goal is to create content that will quickly spread through social media. While gerrymandering is a serious topic, it also lends itself fairly well to comedy. The way that legislators can draw districts into strange shapes that give them an unfair advantage in elections is frustrating. But there can be comedy found in strange shapes that emerge from gerrymandering. Also, the fact that this practice is so shady, but yet so widely acknowledged and accepted as normal is also oddly funny.
I would pull these ideas together to create a funny video, mocking the absurdity of gerrymandering. I think this would be well-received because according to a 2019 survey by Climate Nexus Georgia, 79% of those surveyed are somewhat concerned or very concerned about gerrymandering. By creating comical video content that our viewers are likely to agree with, we increase our chances that our followers and community leaders will share it with their audience, and those they share it with will share it as well.- Video content metrics, including impressions, likes, shares, and comments will be calculated from our community leaders. We will use this information to adjust our campaign as needed.
- Video content metrics, including impressions, likes, shares, and comments will be calculated from our community leaders. We will use this information to adjust our campaign as needed.
- We will provide community leaders with talking points, a website to point people to, as well as flyers to share with their community about what they can do to stop gerrymandering. We will also make sure they have copies of the videos we create, so they can share those as well.
- Because of our large audience, our goal is to create content that will quickly spread through social media. While gerrymandering is a serious topic, it also lends itself fairly well to comedy. The way that legislators can draw districts into strange shapes that give them an unfair advantage in elections is frustrating. But there can be comedy found in strange shapes that emerge from gerrymandering. Also, the fact that this practice is so shady, but yet so widely acknowledged and accepted as normal is also oddly funny.
- The website will contain action steps for individuals to take, including a link with info on how to register to vote, a link to donate, as well as a link to sign up for an email newsletter.
- Website metrics, including referrals, duration, impressions, and email signups will be calculated. We will use this information to adjust our campaign as needed.
- Metrics for donations will also be calculated, and used to analyze campaign strategy.
- We will provide community leaders with social media content that they can then personalize, and share with their followers. When possible, we will include community leaders in our social media content. Not only will communities relate to other individuals in their community, this will also give featured individuals as well as people they know a bigger reason to share the content. Social media engagement will be tracked and modified throughout the campaign, based on results.
- We will have video calls and in-person briefings for our community leaders to create a feeling that we’re all in this together, and are all an important part of the process.
Stakeholders
We will provide all stakeholders with talking points, videos & graphics to share on social media. We will also contact all media outlets to arrange interviews.
Right-leaning news outlets and figures will be given messaging on how Democrats have gained unfair advantages because of gerrymandering.
Left-leaning new outlets and figures will be given messaging on how Republicans have gained unfair advantages because of gerrymandering.
- Past and present members of Congress.
- Current and former political leaders.
- Professional athletes who voice political concerns.
- Celebrities who voice political concerns.
- Influencers who voice political concerns.
- Late night and daytime talk shows.
- National and local media outlets.
Goals
- In states that allow voters to place a constitutional amendment directly on the ballot, our goal will be to convince voters to vote yes for the constitutional amendment.
- This goal will be measured by the passage of this amendment.
- In the remaining states, we will advocate for electing candidates that will propose constitutional amendments to create Independent Redistricting Commissions to replace politicians in the map-drawing process. Our goal will be the election of specific candidates whose platform includes proposing constitutional amendments to create Independent Redistricting Commissions to replace politicians in the map-drawing process.
- This goal will be measured by the election of the preferred candidate.