Deana A. Rohlinger, Grant Bailey, E. Ashby Plant
In recent election cycles, political campaigns have heavily invested in social media strategies to engage young voters. From viral TikTok challenges to Instagram live sessions, the digital landscape has become a battleground for capturing the attention of the 18 to 29 demographic. The logic is straightforward: meet young people where they are—online.But a closer look reveals a more nuanced picture. A recent study we conducted this summer, which surveyed 1,000 U.S. residents aged 18 to 29, examined the relationship between news consumption habits and voting intentions. The findings were surprising: young adults who primarily consumed news from traditional media sources—such as news organization websites and television broadcasts—were significantly more likely to say they were going to vote than those who relied on social media platforms or YouTube alone. This trend held true regardless of political affiliation, whether liberal, moderate, or conservative.
Our representative survey suggests that political campaigns may be overestimating the power of social media to convert online engagement into tangible voter turnout. The passive consumption of curated content does not appear to foster the same level of civic responsibility as actively seeking out news from traditional sources.So, what does this mean for political campaigns aiming to mobilize young voters?First, campaigns should adopt a more balanced media strategy. While maintaining a strong social media presence is essential for visibility and engagement, it’s crucial not to neglect traditional media platforms that can drive deeper political involvement. Investing in outreach through news websites, television interviews, and even print media can complement social media efforts and reach young adults who are more likely to vote.Second, campaigns should focus on content that encourages active participation rather than passive consumption. This could involve promoting town halls, debates, and forums where young people can engage directly with candidates and issues. By fostering environments that require intentional engagement, campaigns can inspire a stronger commitment to voting.Finally, enhancing media literacy among young adults is essential. Educational initiatives that teach critical thinking and evaluation of news sources can empower young people to navigate the complex media landscape. An informed voter is more likely to be an engaged voter.The excitement surrounding social media’s role in politics is understandable—it offers unprecedented reach and the allure of virality. However, if the goal is to not just engage but also mobilize young voters, political campaigns need to reassess their reliance on these platforms. The data suggests that campaigns would be wise to consider how their content is consumed before assuming it is effective.
Deana A. Rohlinger is the Mildred and Claude Pepper Distinguished Professor of Sociology and a research associate in Florida State University’s Pepper Institute on Aging and Public Policy. She researches digital media, political participation, and American politics.
Grant Bailey is a Ph.D. candidate in the Department of Psychology at Florida State University.
E. Ashby Plant is a professor of Psychology at Florida State University. Her research focuses upon motivation, collective action, and intergroup relations.
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