This conference is supported by awards from the UMass RLA Program and the National Science Foundation (SES 0903886). Any opinions, findings and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect those of the University of Massachusetts or the National Science Foundation.
An Interdisciplinary Conference Hosted By the University of Massachusetts Amherst
Reaching the Young and Uninvolved
Abstract
Every election cycle there is a struggle for politicians to reach potential but politically
low involved voters. A survey of 224 students at a Midwestern college demonstrates that by putting election videos on YouTube this group can be reached to some degree. Yet, an analysis of variance indicates that low involved young adults watch fewer election videos online than a small group of highly involved students. This study indicates that election campaign teams fruitfully can use YouTube to reach voters, but still need to explore how to attract larger viewership for its online advertisement videos. (17 votes)
