What Are We Getting Wrong About Young Voters?, with Cathy Cohen
Sep 19, 2024
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Cathy Cohen, a renowned political scientist at the University of Chicago, delves into the critical role of young voters in shaping elections. She discusses the groundbreaking GenForward Survey, revealing the unique perspectives and priorities of diverse young voters, especially those of color. Cohen uncovers the discontent young voters feel toward major parties and emphasizes their focus on economic issues like inflation and housing. She highlights the importance of tailored messaging and social media engagement to mobilize this pivotal demographic for upcoming elections.
Young voters, especially from diverse backgrounds, want candidates to address economic issues like inflation and housing affordability over traditional social concerns.
Political strategies are shifting as candidates leverage social media and influencers to engage young voters who prefer non-traditional news sources.
Deep dives
Impact of Young Voters on Election Outcomes
Young voters, particularly those from diverse backgrounds, hold significant influence in determining the outcome of the upcoming elections. New research indicates that their preferences and turnout may be decisive in closely contested states, such as Pennsylvania, which played a crucial role in previous elections. Political candidates are increasingly shifting their focus to attract this demographic, especially with the awareness that the Gen Z vote could be pivotal. As historical trends reveal, young people have often been underrepresented in polling and political engagement, making their voting habits critical to watch.
Concerns and Priorities of Young Voters
Research demonstrates that young voters prioritize economic issues, particularly inflation and housing affordability, over what might traditionally be considered social issues. Many young adults express dissatisfaction with the current political system and feel that both major parties fail to address their concerns, lowering their approval ratings for both candidates. Specific survey results indicate that a notable percentage of young Black men and women are reconsidering their allegiance to the Democratic Party, with some indicating potential support for former President Trump due to his perceived leadership skills and economic management. This shift highlights the need for candidates to articulate clear policies that resonate with young voters' pressing concerns.
Evolving Media Strategies to Engage Young Voters
Candidates are adapting their strategies to engage young voters primarily through social media platforms, as this demographic increasingly receives their news from non-traditional sources. Utilizing influencers and online personalities has become a critical part of campaigning, moving away from traditional media interviews to reach young audiences effectively. This shift indicates a deeper understanding of how to connect with voters who see social media as their primary avenue for political information. The challenge remains for candidates to communicate effectively and authentically about their agendas to ensure they resonate with the values and concerns of young voters.
One of the biggest questions of every election is: What’s going on with young voters? There is endless speculation on the news about what young people care about, but very little good research examining their views on the candidates and the issues that matter most to them. The first-of-its-kind GenForward Survey changed that when it was created in 2016 at the University of Chicago.
Led by renowned University of Chicago political scientist Cathy Cohen, the survey digs into what is animating young voters—especially young voters of color who are millennials and in Generation Z—and what they think of the candidates. With tight races in key swing states, young people might just hold the keys to the White House—and Cohen says that understanding what how they may vote in November is crucial to understanding the 2024 election.
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