Social Media and the Youth Vote
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Date
2018
Department
Management and Marketing
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Abstract
Young adults (ages 18-24) are regarded as politically detached and apathetic about voting. Elected officials and political candidates have integrated social media into their campaigns to re-engage young adults with politics. Though critics argue that social media are ruining politics and the political discourse, the use of social media platforms by political candidates to engage voters, particularly young adults, is an increasing part of the political process in the United States. This research builds upon a collection of scholarly work that argues that social media have the power to reinforce democratic politics and, if used strategically, can effectively connect politicians with their young constituents. This research takes a deeper look at what draws young voters - or diverts them - from politicians based on the politicians' presence and depiction of themselves on social media. The central objective of this research is to explore how authenticity is perceived from politicians' social media by young-adult voters, and examine what characteristics influence young-adult voters' perceptions of political authenticity. The current research involves Salisbury University students in a political science course between the ages of 18 to 24 completing an open-ended, paper-and-pencil questionnaire to determine how they perceive authenticity of politicians on social media. Based on previous research about celebrity authenticity, the literature on transformational and transactional leadership and qualitative analysis of the open-ended questionnaires, the researchers determined three theoretical constructs - rarity, stability and charismatic/inspirational leadership. Each theoretical construct is composed of several sub categories. Results yield greater insight into young-adult voter perceptions, their knowledge of the political process and how candidates can better attempt to reach voters and shape their message through social media.