2020 Research in the Capitol

Title

Meet Your Audience Where They Are: The Dissemination and Reception of Political Messaging Among Young Voters

Presentation Type

Poster Presentation

Abstract

Ever-changing technologies, specifically communication technologies, continue to transform the nature of political campaigns. Research suggests that young voters are uninterested in politics and therefore more difficult to reach as a voting bloc in the United States electorate. However, the new and growing intersection of politics online and on social media, where young voters are, is transforming outreach and communication with this voting bloc. Nevertheless, reaching young voters can be difficult as there are millions of other messages competing against campaign messages. Through content analysis and interviews with campaign staff and young voters, this research analyzes which messages employed by campaigns are reaching young voters. Additionally, this research reflects on the influence of both positive and negative viral moments of candidates and their campaigns. This research seeks to provide substantive information for campaigns regarding how to allocate resources related to new and social media in order to engage young voters.

Start Date

24-3-2020 11:00 AM

End Date

24-3-2020 2:30 PM

Event Host

University Honors Programs, Iowa Regent Universities

Faculty Advisor

Justin Holmes

Department

Department of Political Science

File Format

application/pdf

Electronic copy is not available through UNI ScholarWorks.

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Mar 24th, 11:00 AM Mar 24th, 2:30 PM

Meet Your Audience Where They Are: The Dissemination and Reception of Political Messaging Among Young Voters

Ever-changing technologies, specifically communication technologies, continue to transform the nature of political campaigns. Research suggests that young voters are uninterested in politics and therefore more difficult to reach as a voting bloc in the United States electorate. However, the new and growing intersection of politics online and on social media, where young voters are, is transforming outreach and communication with this voting bloc. Nevertheless, reaching young voters can be difficult as there are millions of other messages competing against campaign messages. Through content analysis and interviews with campaign staff and young voters, this research analyzes which messages employed by campaigns are reaching young voters. Additionally, this research reflects on the influence of both positive and negative viral moments of candidates and their campaigns. This research seeks to provide substantive information for campaigns regarding how to allocate resources related to new and social media in order to engage young voters.