The election of Donald Trump as the US President in the 2016 elections surprised many. This is because Trump was an unconventional candidate who defied the rules and traditions of politics and elections in the US. He did not possess any political or military experience. Despite lacking this experience, he still defeated rivals whose political experience was difficult to match. Trump’s victory allows one to understand the true issues that the American voters want addressed. Furthermore, thanks to his victory, candidates are able to align their qualifications and messages with the real needs of the American people. The Texas Governor race offers an opportunity to test the suitability and appeal of a candidate whose message is designed to resonate with the demographic profile and the voting history of Texas.
The Candidate
Before running for office, a candidate must ensure that they possess qualifications that are stipulated in the constitution. Some of the basic requirements that the Texas constitution requires aspirants to meet include being residents of the state for at least five years preceding the election, should be citizens of the US and should be at least 30 years old (“The Texas Governor”, n.d). Moreover, the candidate should have personal traits that will endear him to the electorate. Charisma and the ability to persuade the electorate are perhaps the most important personal attributes. The candidate should also create a message that responds to the issues that the people of Texas face. In the discussion below, an in-depth outline of the profile of the candidate for Texas Governor is offered.
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John Mill, the candidate hoping to secure the Texas Governor position is a 52-year old lawyer. Currently, he serves as the Attorney General for Texas. With experience in the legal profession spanning more than 25 years, Mill has advocated for a wide range of issues. Some of his signature campaigns include filing lawsuits to challenge federal orders forbidding public schools against holding prayers or religious meetings within school premises. Mill has also been a strong champion for the pro-life movement. Working with such institutions as churches, he has pushed the Texas legislature to resist pressure to relax the state’s strong anti-abortion laws. Recently, Mill has been actively involved in efforts to challenge a policy that was introduced during President Obama’s time in office. The policy allowed transgender students to use bathrooms that corresponded with their sexual identity. Mill believes that this policy is ludicrous and poses a serious threat to the traditional family values that Texas has always represented. This candidate has been an active member of the Republican Party for 23 years. To demonstrate his commitment to the values and ideologies that this party represents, he has been involved in various initiatives. For example, he has served as a member of the party’s campaign finance committee in Texas for 12 years. During this time, he has made personal contributions to the campaigns of Republican candidates while also urging others to support these candidates through campaign contributions.
A father of four who has been married for 26 years, Mill believes that the family is the essential unit of any society. To defend the family, he has opposed policies and laws which threaten family values. For example, he has filed lawsuits to challenge the decision to compel clerks to issue marriage certificates to same-sex couples. Mill is also a staunch Baptist who believes that the US was founded on Christian principles that must be defended against such threats as liberal philosophies. Overall, Mill has a history of defending traditional values and reiterating the power of states to determine their own path.
The Campaign Message
When a candidate’s experience, history and involvement in public affairs are in line with the expectations of voters, they are likely to win. However, it is also important for the candidate’s message to resonate with and appeal to voters. The message should be such that it responds to the urgent and pressing issues that the voters face. Historically, Texas has been dominated by the Republican Party. Since 1994, Republican candidates have secured the Governor’s race (Philpott, 2016). Presidential candidates from the Democratic Party have been unable to persuade the Texas voters to support their bids. Republican presidential candidates have received a majority of the state’s votes since 1976 (Philpott, 2016). The victories that Republican candidates have enjoyed can be attributed to the fact that they speak to the hearts and minds of the Texas people.
The message that Mill will promote as part of his campaign will be two-pronged. First, Mill’s message will seek to defend family and traditional values. In the last few years, the US has adopted policies that are too liberal. For example, the Supreme Court issued a ruling which effectively made same-sex marriages legal across the US. This ruling means that all states are required to facilitate and recognize same-sex marriages. Texas is largely a conservative state with over 60% of the state’s voters describing themselves as conservative (“Party Affiliation”, n.d). The conservative bias in the state implies that most of Texas’ citizens believe that marriages should only be between a man and a woman. Mill’s message will exploit this belief. He will assure the electorate that when elected, he will oppose any federal efforts to enforce the same-sex ruling. For example, he will assure state officials who refuse to issue marriage certificates to same-sex couples that the state will provide them with legal support. Mill’s advocacy for traditional and family values should endear him to the religious conservative base in Texas.
Promoting family and traditional values is just one of the main elements of Mill’s campaign message. In addition to defending these values, the campaign message will also address the problems in rural Texas. In his report on the progress that Texas has undergone, Governor Greg Abbott boasted that the state’s unemployment rate is lower than the national average and that its economy has registered enviable growth (Platoff, 2018). While it is true that Abbott has delivered, Texas continues to face numerous challenges. These challenges are most evident in rural Texas. Rural areas have witnessed hardships that range from the closing of hospitals and schools (Reel, n.d). Moreover, these areas have witnessed poor economic performance and lack of investment in public infrastructure. As part of his campaign message, Mill will prioritize rural development. He will promise to focus resources and effort on sparking economic growth in rural areas through investment in infrastructure, healthcare and education. Rural Texas is home to 3.8 million people. This population is sizeable and should not be ignored.
Campaign Strategy
To be effective, campaign strategies should be deliberate and targeted at specific voter populations. The strategy should involve a message which corresponds to the profile and needs of the voter groups whose support a candidate wishes to secure. Conservative Christians are the main group that Mill will woo. In Texas, 77% of the adults are Christian (“Adults in Texas”, n.d). Evangelical Protestants constitute a bulk of the Christian population. The high number of Christians means that Mill’s message will find a home in Texas. For example, thanks to his opposition to same sex-marriage, Mill will secure the support of the Christian voters who wish to have leaders that represent their religious values. Poor voters who live in rural Texas are another group that is likely to welcome Mill’s message. As noted above, Mill’s campaign message will focus on rural development. At 3.8 million, the sizeable population of rural Texans will boost Mill’s chances of winning the Governor’s race. Another group of voters that Mill’s strategy will focus on are opponents of federal over-reach. As pointed out earlier, Mill has spent much of his legal career fighting government policies which violate the autonomy of the state of Texas. Given his history, he is likely to gain the support of voters who feel that states should be permitted to exercise autonomy. For example, voters who believe that the federal government overstepped when it introduced the policy allowing transgender students to use bathrooms that are in line with their sexual identity would undoubtedly support Mill’s candidacy. Overall, since his message appeals to a wide range of voter groups, Mill’s chance of becoming Texas Governor are realistically high.
Campaign Resources
The success of a campaign hinges significantly on financial muscle (Hornick, 2011). To ensure that their campaigns run smoothly, candidates need to have vast resources. Many candidates are unable to fund their campaigns using personal resources. For this reason, most candidates turn to the public, private enterprises and other parties for campaign contributions. If his campaign is to be successful, Mill must develop a robust resource mobilization structure. The structure should be aimed at persuading different parties to make donations. The business community and religious organizations are among the parties that are likely to support his campaign through financial contributions. Mill’s promise to invest in rural Texas is the primary incentive that will inspire the business community to fund his campaign. His support for family and traditional values earns him the support of the Christian organizations. Apart from financial resources, Mill will also need volunteers. He can count on student organizations that promote religious values will be his main source of volunteers. Essentially, any party or individual who supports religious and family values and wishes to see rural Texas experience growth should support Mill’s campaign.
In conclusion, running a campaign can be a daunting task. However, the process is smoother when the candidate possesses the qualifications needed to resonate with voters. Furthermore, the candidate’s message should appeal to the electorate. It is also critical for the candidate to adopt a campaign strategy which magnifies their message. Mill is the perfect candidate. His years of public service coupled with his support for traditional values earn him the trust and vote of Texas voters. The fact that he wishes to develop rural Texas further expands his support base. Mill’s chances of winning the election are high but victory will only be secured if he remains faithful to the campaign message.
References
Adults in Texas. (n.d). Pew Research Center . Retrieved May 28, 2018 from
http://www.pewforum.org/religious-landscape-study/state/texas/
Hornick, E. (2011). Why do U.S. elections cost so much? CNN. Retrieved May 28, 2018 from
https://edition.cnn.com/2011/10/13/politics/us-election-costs/index.html
Party Affiliation among Adults in Texas by Political Ideology. (n.d). Pew Research Center.
Retrieved May 28, 2018
From http://www.pewforum.org/religious-landscape-study/compare/party-affiliation/by/political-ideology/among/state/texas/
Philpott, B. (2016). Why is Texas so red, and how did it get that way? Houston Public Media.
Retrieved May 28, 2018 from https://www.houstonpublicmedia.org/articles/news/politics/2016/10/31/174443/why-is-texas-so-red-and-how-did-it-get-that-way/
Platoff, E. (2018). In report, Texas Gov. Greg Abbott boasts economic growth, record
Unemployment. The Texas Tribune. Retrieved May 28, 2018 from
https://www.texastribune.org/2018/01/29/report-abbott-boasts-record-unemployment-economic-growth/
Reel, J. (n.d). The 7 most pressing issues facing rural Texas. Texas Observer. Retrieved May 28,
2018 from https://www.texasobserver.org/7-pressing-issues-facing-rural-texas/
The Texas Governor: The Basics. (n.d). Retrieved May 28, 2018 from
https://www.laits.utexas.edu/txp_media/html/exec/0300.html
