The 2024 election underscored an alarming truth, misinformation isn’t just a side effect of modern media, it’s a weapon that has shaped voter behavior. The stark divide in how Americans consume information revealed critical trends this election year. Women often turned to TikTok for their news, while young men gravitated toward YouTube, X- formerly known as Twitter-, and Reddit. Meanwhile, traditional newspapers held sway with progressive voters, and those disengaged from news leaned toward conservative candidates.

The collapse of local news has only deepened this divide. From 2008 to 2020, newspaper newsroom employees dropped by 57%. This shift has altered the electorate’s dynamics with younger voters increasingly relying on social platforms for information while older voters are sticking to traditional outlets. In April, NBC reported that voters consuming news from newspapers favored Biden by a 70-21 margin, while those relying on YouTube and Google backed Trump 55-39. This partisan divide in media consumption has exacerbated polarization and amplified misinformation on the right, which reinforces more extreme, provocative beliefs. 

“With 1.1 million Democrats who voted in 2020 choosing to sit out the 2024 presidential election, Democrats need to ask ourselves why those voters did not feel that a vote for our party was worth their time this year, and that may involve facing some hard truths,” said Kendall Scudder, Vice Chair for Finance of the Texas Democratic Party. “Now is a time to stand firm on our progressive values and expand beyond that to find ways to actually deliver for people who are looking for us to lead.”

Let’s Counteract Misinformation with Winning, Progressive Messaging

Progressives have a powerful story to tell, one that is rooted in fairness, equality, and opportunity for all, but how we tell that story is critical. As George Lakoff highlighted in Don’t Think of an Elephant, conservatives have long excelled at connecting their policies to deeply held values using emotional resonance and cognitive science, while progressives rely on logic and policy specifics. This difference is stark: conservative messaging ties morality to a God above man, rich above the poor, and men above women hierarchy that seems to work for them. By casting their agenda as natural, moral, and unquestionable. Progressives, by contrast, stand for inclusion, fairness, and equity, but progressives often fail to make these ideals speak to voter’s core values, especially undecided voters.

Winning progressive messaging requires a shift from dry policy debates to compelling narratives that evoke shared American values like freedom and opportunity. For example, winning policies like gains in protections for abortion rights that passed in Amarillo, and marijuana decriminalization measures passed in Dallas, Lockhart, and Bastrop. We must also emphasize identity and shared values, using storytelling to resonate with voters’ emotions — emphasizing milestones like Julie Johnson becoming the first openly gay member of Congress, and Sarah McBride becoming the first transgender member of Congress to ever be elected. By investing in progressive media to counter disinformation and amplify the truth, like outlets such as Progress Texas, we can work to energize voters and turn anger into action. Crafting these messages aren’t just about winning elections; it’s about shaping a future where compassion, justice, and equality will define America’s path forward. 

It’s Time to Build Grassroots, Progressive Infrastructure

To realize the vision of a thriving, inclusive Texas, we must invest in the infrastructure that delivers winning messages to voters, combats disinformation, and builds lasting political power. Clayton Tucker, President of the Texas Progressive Caucus, emphasized the importance of grassroots efforts: “We need to rebuild the [Democratic] Party from the ground up, including recruiting, training, and motivating precinct chairs to connect with their communities.” With less than half of precinct chair positions filled, Texas Democrats face an uphill battle against a well-organized GOP. 

Dallas County Democratic Party Chair Kardal Coleman highlighted the urgency of bold leadership: “Imagine a Texas where progress thrives—where every Texan has access to opportunity, power is shared, and communities flourish. The path forward requires bold leadership, innovative strategies, and unwavering commitment to the issues Texans care about: affordable healthcare, livable wages, gun safety, and justice reforms.” 

State Senator Sarah Eckhardt reminds us that, even in defeat, our ideas resonate. “Millions across the country have voted to increase the minimum wage, protect abortion rights, and stand for public education. By amplifying these shared victories and organizing from the ground up, we can ensure Texas becomes a beacon of progress.”

New Leadership is on the Horizon

Kendall Scudder reinforced the need for structural reform: “In addition to fixing our messaging, it is well past time to have a serious discussion about the role of our party apparatus, what needs to be reworked, and how we move forward. A candidate for state party chair needs to have a track record of both involvement and reform to prove their understanding and willingness to re-think these systems, the fundraising bandwidth to execute new programs, and a strong commitment to our beliefs to ensure that any attempts to back-walk our progressive values are thwarted.“

By uniting behind bold messaging, rebuilding our infrastructure, and staying true to progressive values, we can turn progressive ideals into lasting change. To reach crucial voter blocs, we must prioritize grassroots efforts, deepen connections with communities, and rebuild to reflect the values of fairness, opportunity, and shared prosperity. 

What’s next: 

Unpack November with our team’s thoughts and opinions on election results and coping by listening to the Happy Hour Podcast: The Path Forward

Watch the Texas Democratic Party Chair debate on January 25th and hear from candidates running!

Invest in progressive media infrastructure now! Join us in Austin and Dallas for our annual Holiday Parties! While campaigns come and go, Progress Texas is the permanent home for rapid response media and messaging in our state.