Political consultants from opposing parties gathered at the Schaefer Center for the Performing Arts on Tuesday night to discuss modern campaign advertising strategies. The event, hosted by Student Affairs, delved into contemporary topics such as voter data, targeted ads, and the roles of misinformation and negative campaigning.
The discussion featured Democratic strategist Morgan Jackson and Republican analyst Paul Shumaker. Jackson, an advisor to former Democratic Governor Roy Cooper and co-founder of Nexus Strategies, shared the stage with Shumaker, a Republican political analyst and pollster who has worked with U.S. Senator Thom Tillis and is currently advising senate candidate Michael Whatley.
Ashley Vinson, an associate director in student affairs, began the event by outlining Appalachian State University's commitment to promoting freedom of expression, institutional neutrality, and academic freedom. She further stated that the university aims to support students in their development as leaders, equipping them to skillfully navigate complex conversations, increase democratic engagement, and build strong community ties through experiential learning.
Despite their professional rivalries and their dedication to ensuring their respective candidates win, both consultants highlighted finding unexpected common ground. Jackson noted that he and Shumaker participate in many such events, stating they generally find more areas of agreement than disagreement regarding strategy. Shumaker concurred, explaining that even when running campaigns against each other, their professional relationship has remained respectful. He recalled working together on corporate accounts during the contentious 2020 U.S. Senate race between Thom Tillis and Cal Cunningham, underscoring that the competition had not become personal.
The conversation also touched upon the critical issue of misinformation in political campaigns. Jackson stated it would be counterproductive for him and his clients to disseminate statements that could be easily fact-checked, emphasizing the importance of maintaining credibility. Shumaker echoed this sentiment, asserting that fact checks hold significance for engaged and sophisticated voters. He observed that these voters often perceive both sides as untruthful and are actively trying to discern who is being most honest.
Despite voter skepticism, negative advertising remains a prevalent and effective strategy. Jackson explained that campaigns continue to use such messages because they prove effective and capture attention, likening it to an "attention economy."
The discussion then shifted to modern campaign methods for reaching individual voters beyond broad demographic targeting. Shumaker detailed how campaigns now leverage voter data and IP addresses to deliver highly specific information campaigns to individuals, regardless of their current physical location. He described the process of matching a voter file with an IP address and router information, enabling campaigns to send targeted ads to devices even when voters are physically outside North Carolina. Shumaker attributed these advanced microtargeting capabilities to the extensive collection of device data through everyday technology, such as smartphones and navigation apps, for which users often do not thoroughly review privacy agreements.
As technology continually reshapes how political messages reach and influence voters, Jackson underscored the importance of how those messages contribute to broader political conversations. He suggested that disagreement itself can be productive, noting that conflict can sharpen discussions. However, he stressed the need for individuals to find ways to have conversations that are not overly escalated, aiming to reduce the intensity to facilitate finding common ground.
