The Impact Of Online Non-partisan Videos On Self-reported Intention To Vote

Abstract

Previous studies have concluded that Web-based get out the vote (GOTV) messages do not impact voting behavior. However, the primary shortcoming of these studies has been the form of GOTV media studied, focusing on lean, text-based internet media, analogous to direct mail. With the advent of Web 2.0, where users are both consumers and generators of content, further research into internet-based GOTV efforts is warranted. To study the effects of richer Internet media, two sets of videos were created, utilizing proximity and peripheral elaboration of messages to positively stimulate voting engagement and intent. Male and female presenters from the same age group as the target audience were used to make the videos. The results indicate that online video messages tailored to be processed via the peripheral route have a positive impact on young viewers' intention to vote.