How NOT to Reach Out to Younger Voters

With Republicans having lost the 18 to 29 year-old vote by an astounding 60 percent to 38 percent margin in House races across the country this year and George W. Bush having lost that age group by a narrower, though still noticeable 54 percent to 45 percent margin in the 2004 presidential election, GOP strategists are looking all around for the big new idea to bring younger voters into their party. Paul Bedard, tapping into some common wisdom for his US News Washington Whispers column, writes the following about these efforts.

It wasn't long ago that we told you of how the Democrats and Republicans were preparing a new way to reach voters in 2008 through their mobile technology an  iPods. Well, now we know why. Republican pollster David Winston tells us that new research found that 40 percent of 2006 voters ages 18 to 34 own iPods. And many don't make time to watch lots of tv, choosing instead to TiVo their faves or record podcasts. So what will be the best way to reach those critical voters in 2008? Through their iPods, he says, especially when the mp3s go wireless. "That's the next environment," he predicts, "where people will get their information." His tip to the pols: Make the ads riveting. The best example: losing Maryland Senate candidate Michael Steele's family-focused tv ads, some of which featured a cute Boston terrier.

This cynical and truly ignorant line of thinking is among the reasons why Republicans lose the support of younger voters, not a means for the GOP to get back into power. For one, the ad cited by Winston as "the best example" is in fact one of the best examples of how to turn off young voters. Put simply, we're not as stupid as these Republicans would have you think. We're not swayed by distractions but rather care deeply about a number of issues, including the war and not getting screwed by Congressional Republicans. Attempts to dumb down messages are just not going to work.

The second fallacy of this approach is that we are wowed by the technological prowess of political campaigns. Back in July, to take an example, Rick Santorum's campaign rolled out a text messaging service to target voters, presumably younger ones. In the end, however, the vast unpopularity of Santorum and his extreme positions -- many, if not most of which are diametrically opposed to those of most young voters -- outweighed his gadgetry as Democrat Bob Casey crushed him among the 18-29 segment by a 68 percent to 32 percent.

But perhaps the most profound problem with Winston's plan for young people to start downloading campaign ads to their iPods is that the type of people who would seek out campaign ads are not usually the most persuadable voters. This, of course, is not a problem if the goal of reaching these people is to motivate them to donate money or to volunteer their time. Yet if the idea is to use downloadable campaign ads to change the voting patterns of young people, it is a plan destined for failure.



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Re: How NOT to Reach Out to Younger Voters (none / 0)

For my 18-year old daugther and her friends, who never, ever, watch news on TV, there are only two issues now, in this order of priority: Darfur and ending the war in Iraq.  And, Obama is their rock star.  The Gen Y-ers would flock to a Democratic party led by him, much as we were moved by JFK.


by Arthurkc on Mon Dec 18, 2006 at 02:41:46 PM EST

Re: How NOT to Reach Out to Younger Voters (3.00 / 1)

I'm only specifically familiar with young voters in San Diego and Arlington, VA, but I can tell you that at the local level, Democrats have been actively opposed to everything that young voters would be interested in.  In San Diego, Democrats have been spearheading efforts to ban all public smoking, all drinking on the beach and in parks, and some are even trying to ban happy hour advertisements because it dangerously entices people to drink to excess.

In Arlington, the Democratic Party has made a career out of trying to protect "real" Arlington from young people, even while wildly approving every yuppie bar that tries to come to town.  I've always said that if someone ran for county council in Arlington and their entire platform was "fewer speed bumps and traffic circles" they would win in a landslide.

Young voters may despise Republicans, and rightfully so, but I'm not so sure it's because Democrats are able to court them.  They're Democrats by default because Republicans will screw them harder, but when it comes to actively convincing young people to be Democrats who are active and ideologically committed...we've got a ways to go.


by Lucas O'Connor on Mon Dec 18, 2006 at 02:42:16 PM EST

Re: How NOT to Reach Out to Younger Voters (none / 0)

Young voters may despise Republicans, and rightfully so, but I'm not so sure it's because Democrats are able to court them.  They're Democrats by default because Republicans will screw them harder, but when it comes to actively convincing young people to be Democrats who are active and ideologically committed...we've got a ways to go.

This is spot-on.  There is no affirmative reason for youth to support Dems at this point - not in terms of outreach or policy.

We're benefiting from what is predominantly a reactionary allegiance.

And my .02 - text messaging is an awful way to reach young voters.  TXT culture in American is nowhere near what it is in South Korea.  I'm a "young voter," and to me its just so much more spam to deal with.

Also, I've yet to see anyone convincingly use text messaging in a campaign.  Everyone talks about the immigration protests, and what happened in Spain or the Phillipines, but these were all organic uprisings that spontaneously organized via TXT.  

Who has manufactured a successful TXT campaign in an electoral contest that was more successful as a tactic that straigt-up face to face, peer to peer organizing?

That's the real question.


Youth to Power
by Mike Connery on Mon Dec 18, 2006 at 03:46:43 PM EST
[ Parent ]

Re: How NOT to Reach Out to Younger Voters (none / 0)

There is no affirmative reason for youth to support Dems at this point - not in terms of outreach or policy.

I agree mostly with this point, but there is at least one reason young people vote for Democrats - we're much more socially liberal than older generations.

A couple other reasons - being less religious and being particularly ticked about Iraq I suppose are both anti-Republican points.


by fwiffo on Mon Dec 18, 2006 at 04:23:05 PM EST
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Re: How NOT to Reach Out to Younger Voters (none / 0)

I don't think being anti-religious is the right word as there are a lot of Gen Yers who are religious... not as many as other gens but still a majority... I would say because Dems generally are more TOLERANT of people, despite color, religion, sexuality, etc that appeals to Gen Yers is what attracts them, vs the GOP, where if you aren't a conservative Christian, you aren't all that welcome.  


by yitbos96bb on Tue Dec 19, 2006 at 12:32:06 PM EST
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Re: How NOT to Reach Out to Younger Voters (none / 0)

I could see text messaging as long as it's an opt-in service that's considerably less sneaky and spammy than most email systems that candidates have put together.  But even then, it'd better be cheap and low-labor, cause otherwise there are better things to be doing.  Seriously, hire beer girls to hit the bars.  I'm sure there's something probably illegal about buying drinks for people, but it can't hurt.  People are forgetful when drinking, but also open to suggestion :).


by Lucas O'Connor on Mon Dec 18, 2006 at 05:04:26 PM EST
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Re: How NOT to Reach Out to Younger Voters (none / 0)

Who has manufactured a successful TXT campaign in an electoral contest that was more successful as a tactic that straigt-up face to face, peer to peer organizing?

The League of Young Voters Pittsburgh had some success with the TXTVoter campaign. I believe they launched a txt message registration campaign at a well-atteneded press conference and ended up with 250 text message registrations for a few hours work, which isn't bad.

Most of the kids they reached, though, were already plugged into their network. So in a way, it just made the process a little easier.


by Mark Ristaino on Mon Dec 18, 2006 at 06:14:21 PM EST
[ Parent ]

Re: How NOT to Reach Out to Younger Voters (none / 0)

I agree... It would need to be opt-in to be effective and even then, just how effective would it be.... Maybe for Rally alerts or for fundraising, but it wouldn't bring new voters to the polls.  It is a tool, but shouldn't be the main way of campaigning.


by yitbos96bb on Tue Dec 19, 2006 at 12:29:45 PM EST
[ Parent ]

Very Important Post (none / 0)

Thank You

If I have a problem with the netroots, it really is to much bash Bush.  

I really want to see it become a way to reach more people.  Look at the primary in 08.  No one is talking issues.  Well the candidates maybe, but the nets are looking at it like a horse race.

I want to see more.  I want to see us work on Dems, not just say, I want a third party.  I want to see us get past the media.  And that will be the big trick.

I worked for Duckworth and Donelly and the young people getting involved was one thing that kept me going.  Some said, I have never been political, but I just feel I have to do something.

You are on to something here.


by rapallos on Mon Dec 18, 2006 at 03:00:07 PM EST

Re: How NOT to Reach Out to Younger Voters (none / 0)

As for iPod transfers, never underestimate the power of podcasting.

A weekly podcast showing you out in the field and premiering your newest ads can be deadly. Also, the Happy Treefriends podcast has commercials before it launches, however, their's is PSA don't smoke ads. THen again, because it's Happy Treefriends (cute furry animated animals getting maimed in hilarious ways), they may be forced too by some law somewhere.

Who knows, perhaps there will be a "voter info" page within iTunes in 2008 showcasing profiles on every congessional candidate.

Still, podcasting, it rules. I'm listening to "Meanwhile the Comics" right now.


by Trowaman on Mon Dec 18, 2006 at 03:01:19 PM EST

Re: How NOT to Reach Out to Younger Voters (none / 0)

Good post.  I really hate the 'look a new technology that's how to reach young people through traditional top-down messaging' silliness.


by Matt Stoller on Mon Dec 18, 2006 at 03:14:43 PM EST

Re: How NOT to Reach Out to Younger Voters (3.00 / 1)

I agree... there was a lot of hype over text message communications and myspace promotion to GOTV in the '06 election cycle, but at the end of the day, it was face to face, peer-to-peer organizing that turned out 18-29 yr olds.

Text messaging is an interesting tactic in reaching young voters, but it is not a central strategy for an outreach campaign.


by Mark Ristaino on Mon Dec 18, 2006 at 03:28:44 PM EST
[ Parent ]

Re: How NOT to Reach Out to Younger Voters (none / 0)

It's like organizing around mail.  It's just a tool, and frankly not a very good one.


by Matt Stoller on Mon Dec 18, 2006 at 03:55:07 PM EST
[ Parent ]

Re: How NOT to Reach Out to Younger Voters (none / 0)

Yeah if only the Republicans had podcasted then they would have won the youth vote.  Puhlease.  

Our generation does not support the GOP on the issues, particularly cultural ones.


by juls on Mon Dec 18, 2006 at 04:17:22 PM EST
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Re: How NOT to Reach Out to Younger Voters (none / 0)

I agree... But I do think a candidate could make good use of it however... Its not the technology, but the message... but using podcasts and You Tube to get campaign stump speeches out or to post video of some of your most well received speeches... For example, Gore could post pieces of his Inconvenient Truth lecture... could be a decent tool.  It won't bring in new voters or convince others to vote, but it could inspire your supporters and THEY might show it to others.  

I wouldn't count on it, but just like Blogs, I can see it as a tool to get your message out there...  I just wouldn't PUSH as much as have it on my webpage.


by yitbos96bb on Tue Dec 19, 2006 at 11:48:46 AM EST
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Re: How NOT to Reach Out to Younger Voters (none / 0)

Definately not one to organize around though.


by yitbos96bb on Tue Dec 19, 2006 at 11:49:39 AM EST
[ Parent ]

Re: How NOT to Reach Out to Younger Voters (none / 0)

As someone who's been active in the Young Democrats for the past 8 years (still have 5 official years of YD-dom), I can tell you that I'm not surprised by this.  The only thing that surprises me is that the GOP came up with this lame idea, as opposed to the Democrats.

But in truth, the GOP doesn't want people under 30 to vote at all.  People under 30 are more likely to be unemployed/underemployed, renters, urban dwellers and more susceptible to economic trends. Regardless of what economic class they were born into, they tend to lean Democratic on economic issues.  Once people reach 30, have kids and a mortgage, and start paying taxes does the GOP have a chance.  

If we really want to get younger voters more involved, we need to remove the institutional barriers to voting.  As a student living 3000 miles away from home, I had to jump through hoops to vote in 1996, and I was registered to vote.  The voter registration concept works only for people who are stable in their lives, and that is exactly what younger voters are not.  I don't know how much this affects the overall turnout, but I imagine its a significant number (15-20%).


by Jim Treglio on Mon Dec 18, 2006 at 03:59:36 PM EST

Re: How NOT to Reach Out to Younger Voters (none / 0)

I'm a 51 year old bald guy, so I don't pretend to know what makes young voters tick, except for what my sons tell me.  I have 5 sons and stepsons in the 24-27 age range.  One is in the military, and all of the other 4 have been uninsured at some point in time, and all are making entry level salaries.  With the exception of one, who is of the fundamentalist persuasion (not the military guy), the republican message just doesn't resonate.  While the dems can, and I believe will, do more to earn their votes long term, republican podcasts will not be the miracle solution.  In the end, peer to peer communication of a message that resonates (based on policies that are beneficial to them) is the best way to win over voters of any age.  We won the last election because our ground game caught up to that of the republicans, along with the fact that we had a populist message.  If we deliver on what we promised and continue to improve on our reaching out to young voters, we can be the majority party for a generation.
Joe
Joe
by joetalarico on Mon Dec 18, 2006 at 04:58:34 PM EST

Re: How NOT to Reach Out to Younger Voters (none / 0)

Good post, Jonathan.  Although I am a sucker for terriers.


by Laurin from SC on Mon Dec 18, 2006 at 05:51:50 PM EST

Re: How NOT to Reach Out to Younger Voters (none / 0)

     Youth voters are no more Democratic than the rest of the public. The youth vote shifted by about 6-8% from 2004 to 2006. Thats the same as for the public at large. These gains are even more suspect because generation Y has way the hell more nonwhites/white-non christians than any other cohort by far. Being nonwhite or a white non christian basically means you are a Democrat. End of story. This is the reason behind the gains among youth voters in Nov. As such, I would say the youth vote is vulnerable, perhaps more so, than older voters, since older voters switched from allegiances that were much, much closer to the Republicans, whereas the youth vote was already heavily tipped towards the Democrats. What would really shed some light on this would be to see how white christian youth from 18-29 voted. That would give a more accurate idea of the youth vote gains.


by liberal1990 on Mon Dec 18, 2006 at 06:56:10 PM EST

you're wrong (none / 0)

the 18-29 yr old vote swings much more democratic than any other age group, percentage-wise.

Take a look at young voter strategies latest press release on young voter turnout in '06 for further info.

one notable quote from this particular article:

While voter turnout overall grew only slightly, youth turnout rose substantially," said Peter Levine, director of CIRCLE.  "Young voters have witnessed the largest increase in support of Democratic congressional candidates since 2000--nine percentage points. Their shift in voting behavior and their increased turnout clearly had an effect on the 2006 election results."


by Mark Ristaino on Mon Dec 18, 2006 at 10:14:16 PM EST
[ Parent ]

Re: How NOT to Reach Out to Younger Voters (none / 0)

There are a lot of Cubans who disagreed with you in 2000 and 2004.  That attitude is a bad one to have as it means we start taking votes for granted... enough groups leave and we are screwed.


by yitbos96bb on Tue Dec 19, 2006 at 11:28:57 AM EST
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Re: How NOT to Reach Out to Younger Voters (none / 0)

I would never waste iPod space on a political ad unless it was (1) an ad that I produced and (2) I needed to review it on the run because I couldn't take the 30 seconds to do it while sitting in front of my computer.  Not that I produce ads, but I'm just saying.  I use my iPod for music and to store my iCal calendar.  That's it.    

The 'pubbies might be able to use the podcast method to communicate with the freeper & LGF types since they like taking orders from the mother ship, but they aren't the ones that need convincing to turn to the dark side.  


by LionelEHutz on Tue Dec 19, 2006 at 09:35:50 AM EST

Re: How NOT to Reach Out to Younger Voters (none / 0)

I do think a candidate Podcasts are a great idea... but as you said and Singer, they would be more for the politically involved than the casual voter.  I would love to listen to my candidate of choice or his speeches not seen on TV, but most people probably wouldn't.  This definately would not work, but would be a cool feature on a campaign website.


by yitbos96bb on Tue Dec 19, 2006 at 11:26:33 AM EST
[ Parent ]

Re: How NOT to Reach Out to Younger Voters (none / 0)

SHHHH!!!!! Don't tell them that...

(in a monotone stacotto)
AHEM... THAT WAS A GREAT IDEA AND THE GOP SHOULD CONTINUE WITH IT.  WE TRULY WANT THAT AND WILL VOTE GOP IN OVERWHELMING NUMBERS.  POLICY DOESN'T MATTER; SLICK ADS DO AND TECHNOLOGY DO.


by yitbos96bb on Tue Dec 19, 2006 at 11:24:45 AM EST


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