Youth-Driven Social Media Messaging: A Political Engagement Experiment

• In Event: Elections, Campaigns, and Social Media Mobilization

Abstract

While historically, young Americans have exhibited low levels of political participation, recent trends in increased youth voting suggest a shift, potentially attributed to the surge in youth-driven political activism on issues like climate change and gun violence. This research aims to test the hypothesis that youth respond more positively to calls for political engagement from peer-driven efforts compared to adult- or generic-driven campaigns. We do this by examining the influence of youth-driven advocacy messaging on the political engagement of young Americans, particularly focusing on the impact of exposure to youth vs. non-youth-driven advocacy networks, with a survey experiment utilizing the TESS and the NORC AmeriSpeak Panel across three issue areas (gun control, climate change, and taxes). By varying the type of group, we test the theory that youth-driven groups are more effective at increasing political engagement than more generic communications across the ideological spectrum. Using fictional Instagram posts and a 2x3 research design, we test the effect of youth ‘signaling’ on both sides of an issue, highly salient and less salient. We also look at whether the impact of youth-driven messaging is consistent across ideological lines and issue types.

A pilot experimental study was conducted in early 2023, using fictitious Twitter posts on gun control to vary the type of group delivering the message (youth-driven vs. generic adult-driven). Preliminary results indicate that youth-driven messaging significantly enhances political mobilization compared to generic messaging, especially among those who reported voting in the 2022 midterm election. The survey experiment will be fielded in early spring 2024, and we will present initial findings (if accepted) at APSA. Understanding the most efficacious mobilization avenues to reach youth may have positive long-term normative results for political engagement and outreach. Broader awareness of these effects and understanding of the mechanisms at work in the changing youth vote can inform more effective strategies for political outreach and engagement among the youth demographic.

Authors

• Jill R Laufer, University of California, Davis

• Amber Ellen Boydstun, University of California, Davis