How NOT to Reach Out to Younger Voters
by Jonathan Singer, Mon Dec 18, 2006 at 09:36:03 AM EST
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.
Tags: 2008, young voters (all tags)










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