{"id":371,"date":"2020-11-14T20:45:58","date_gmt":"2020-11-14T20:45:58","guid":{"rendered":"https:\/\/www.electionanalysis.ws\/us\/?page_id=371"},"modified":"2020-11-14T20:46:01","modified_gmt":"2020-11-14T20:46:01","slug":"candidates-did-lackluster-youth-targeting-on-instagram","status":"publish","type":"page","link":"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/candidates-did-lackluster-youth-targeting-on-instagram\/","title":{"rendered":"Candidates did lackluster youth targeting on Instagram"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"453\" height=\"453\" src=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/John_Parmelee_-_Parmelee.png?resize=453%2C453&#038;ssl=1\" alt=\"\" class=\"wp-image-372\" srcset=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/John_Parmelee_-_Parmelee.png?w=453&amp;ssl=1 453w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/John_Parmelee_-_Parmelee.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/John_Parmelee_-_Parmelee.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/John_Parmelee_-_Parmelee.png?resize=60%2C60&amp;ssl=1 60w\" sizes=\"auto, (max-width: 453px) 100vw, 453px\" \/><\/figure>\n\n\n\n<p class=\"US205bio\"><strong>Dr John H Parmelee<\/strong><br><br>Professor and Director of the School of Communication at the University of North Florida. Academic research interests include how technology impacts political communication. His latest book is Politics and the Twitter Revolution.<br><br><em>E-mail: jparmele@unf.edu<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"308\" src=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/US20_divider_5_social_media.png?resize=400%2C308&#038;ssl=1\" alt=\"\" class=\"wp-image-190\" srcset=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/US20_divider_5_social_media.png?w=400&amp;ssl=1 400w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/US20_divider_5_social_media.png?resize=300%2C231&amp;ssl=1 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/figure>\n\n\n<h5 class=\"US205\"> Section 5: Social media<\/h5>\n<div class=\"page-list\"><ul class=\"list-group-item\"><li class=\"page_item page-item-328\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/media-and-social-media-platforms-finally-begin-to-embrace-their-roles-as-democratic-gatekeepers\/\">Media and social media platforms finally begin to embrace their roles as democratic gatekeepers<\/a><\/li>\n<li class=\"page_item page-item-331\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/did-social-media-make-us-more-or-less-politically-unequal-in-2020\/\">Did social media make us more or less politically unequal in 2020?<\/a><\/li>\n<li class=\"page_item page-item-335\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/platform-transparency-in-the-fight-against-disinformation\/\">Platform transparency in the fight against disinformation<\/a><\/li>\n<li class=\"page_item page-item-341\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/why-trumps-determination-to-sow-doubt-about-data-undermines-democracy\/\">Why Trump\u2019s determination to sow doubt about data undermines democracy<\/a><\/li>\n<li class=\"page_item page-item-344\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/a-banner-year-for-advertising-and-a-look-at-differences-across-platforms\/\">A banner year for advertising and a look at differences across platforms<\/a><\/li>\n<li class=\"page_item page-item-350\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/how-joe-biden-conveyed-empathy\/\">How Joe Biden conveyed empathy<\/a><\/li>\n<li class=\"page_item page-item-353\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/the-debates-and-the-election-conversation-on-twitter\/\">The debates and the election conversation on Twitter<\/a><\/li>\n<li class=\"page_item page-item-356\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/did-the-economy-covid-19-or-black-lives-matter-to-the-senate-candidates-in-2020\/\">Did the economy, COVID-19, or Black Lives Matter to the Senate candidates in 2020?<\/a><\/li>\n<li class=\"page_item page-item-362\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/leadership-through-showmanship-trumps-ability-to-coin-nicknames-for-opponents-on-twitter\/\">Leadership through showmanship: Trump\u2019s ability to coin nicknames for opponents on Twitter<\/a><\/li>\n<li class=\"page_item page-item-366\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/election-countdown-instagrams-role-in-visualizing-the-2020-campaign\/\">Election countdown: Instagram\u2019s role in visualizing the 2020 campaign<\/a><\/li>\n<li class=\"page_item page-item-374\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/college-students-political-engagement-and-snapchat-in-the-2020-general-election\/\">College students, political engagement and Snapchat in the 2020 general election<\/a><\/li>\n<li class=\"page_item page-item-381\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/advertising-on-facebook-transparency-but-not-transparent-enough\/\">Advertising on Facebook: transparency, but not transparent enough<\/a><\/li>\n<li class=\"page_item page-item-391\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/detecting-emotions-in-facebook-political-ads-with-computer-vision\/\">Detecting emotions in Facebook political ads with computer vision<\/a><\/li>\n<\/ul><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<p>Presidential campaigns often hinge on which candidates are best at mobilizing those demographic groups who are the most predisposed to support them. For Democratic presidential nominee Joe Biden, young people were a key group to cultivate and lure to the polls. Among 18- to 29-year-olds, 60 percent said they leaned toward Biden, while only 27 percent liked Donald Trump, according to a&nbsp;<a href=\"https:\/\/iop.harvard.edu\/about\/newsletter-press-release\/harvard-youth-poll-election-2020\">survey<\/a>&nbsp;by the Institute of Politics at Harvard Kennedy School taken late in the campaign. Of course, young people are also the least likely age group to vote, so it takes a lot of effort to energize them enough to fill out a ballot.<\/p>\n\n\n\n<p>One increasingly important way to reach and influence young people is on Instagram.&nbsp;With more than 400 million active users, the mobile photo-sharing application is larger than Twitter and trails only Facebook among social media platforms. Instagram is especially&nbsp;<a href=\"http:\/\/www.pewinternet.org\/2016\/11\/11\/social-media-update-2016\/\">popular<\/a>&nbsp;with young adults, who see it as the \u201c<a href=\"https:\/\/www.businessinsider.in\/instagram-is-gen-zs-go-to-source-of-political-news-and-its-already-having-an-impact-on-the-2020-election\/articleshow\/70030945.cms\">go-to source of political news<\/a>,\u201d according to a survey by Business Insider.&nbsp;<a href=\"http:\/\/journals.sagepub.com\/doi\/full\/10.1177\/0002764217744838\">Recent<\/a>&nbsp;<a href=\"https:\/\/www.tandfonline.com\/doi\/full\/10.1080\/21670811.2017.1306787\">research<\/a>&nbsp;shows Instagram\u2019s political&nbsp;<a href=\"https:\/\/journals.sagepub.com\/doi\/full\/10.1177\/0894439317728222\">influence<\/a>. Young voters&nbsp;<a href=\"http:\/\/eujournal.org\/index.php\/esj\/article\/view\/6935\">frequently<\/a>&nbsp;turn to Instagram for information about candidates. Those who follow political leaders on Instagram&nbsp;<a href=\"https:\/\/journals.uic.edu\/ojs\/index.php\/fm\/article\/download\/10886\/9725\">say<\/a>&nbsp;the posts can influence their views more than any other source, including friends and family. The main&nbsp;<a href=\"https:\/\/journals.sagepub.com\/doi\/full\/10.1177\/2056305119837662\">motives<\/a>&nbsp;to follow political leaders on Instagram are for information and guidance, which helps to explain why followers are so receptive to the messages in leaders\u2019 posts.<\/p>\n\n\n\n<p>While Instagram is a platform that Biden could have used to appeal to young people and convince them to vote, an analysis of his campaign\u2019s Instagram&nbsp;<a href=\"https:\/\/www.instagram.com\/joebiden\/\">account<\/a>&nbsp;shows the absence of a focused youth strategy. Of the 450 Instagram posts during the last two months of the race, fewer than 5% visually or verbally targeted those in their late teens or 20s. Targeting the youth vote is defined as whether the posts showed 18- to 29-year-olds, verbally mentioned young adults, or discussed issues from the youth perspective. Trump\u2019s campaign Instagram&nbsp;<a href=\"https:\/\/www.instagram.com\/realdonaldtrump\/\">account<\/a>&nbsp;practically ignored young voters, with less than 2% of posts focused on youth.<\/p>\n\n\n\n<p>Biden had some posts that attempted to target the youth vote. Examples include a video compilation of several young people excited to vote for the first time. The post, which is addressed to \u201cFirst-time voters,\u201d says, \u201cVoting is a powerful tool for change.\u201d Another video montage of young people is labeled \u201cStudents react to my policies. It\u2019s so important that young people\u2019s voices are heard this election. You are the future of this country.\u201d Two other posts target young African Americans. In one, Biden says: \u201cHistorically Black Colleges and Universities are critical to the fabric of our education system. I\u2019ll make it a priority to invest in the diverse talent at HBCUs, make college affordable for Black students, and work toward equity in education.\u201d A similar post compares Biden and Trump on various issues, including education, and Biden says he will \u201cexpand access to Pell Grants for millions of Black students.\u201d A few other posts included 20-something celebrities. In one, Biden has a conversation with 28-year-old singer and actress Cardi B. The posts reads: \u201cYou might be surprised, but&nbsp;<a href=\"https:\/\/www.instagram.com\/iamcardib\/\">@iamcardib<\/a>&nbsp;and I have a lot more in common than our passion for talking about racial equality, free college, and affordable healthcare.\u201d Their video conversation goes on to address these issues from the perspective of young voters. These examples show that the Biden campaign was capable of doing youth-targeted posts. They simply did not do many of them.<\/p>\n\n\n\n<p>Of course, many issues mentioned on the candidates\u2019 Instagram pages, such as the economy and the COVID-19 pandemic, matter to all ages. But voter targeting is common for other age groups, such as senior citizens, who frequently are shown in political ads while discussing Social Security, Medicare, and other age-related issues. The same effort could be put into targeting young people, but campaigns rarely bother. For example, U.S. presidential TV ads almost never target young voters, which promotes an interpretation among young viewers that political ads, and political campaigns in general, are not meant for them.&nbsp;<a href=\"https:\/\/journals.sagepub.com\/doi\/abs\/10.1177\/1558689806298150\">Focus groups<\/a>&nbsp;with college students indicate that young people want candidates to address them directly and create ads that stress the importance of voting in general.&nbsp;Doing so could boost the stature of the candidate making the appeal, as well as counteract political cynicism.<\/p>\n\n\n\n<p>The failure to reach out to young voters is not limited to U.S. candidates. Research shows that British candidates are equally guilty. British political ad makers&nbsp;<a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1362\/026725701323366700\">say<\/a>&nbsp;they rarely pursue a youth strategy, even though low youth turnout concerns them.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Dr John H Parmelee Professor and Director of the School of Communication at the University of North Florida. Academic research interests include how technology impacts political communication. His latest book is Politics and the Twitter Revolution. E-mail: jparmele@unf.edu Presidential campaigns often hinge on which candidates are best at mobilizing those demographic groups who are the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":22,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-371","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Candidates did lackluster youth targeting on Instagram - Election Analysis - United States<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/candidates-did-lackluster-youth-targeting-on-instagram\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Candidates did lackluster youth targeting on Instagram - Election Analysis - United States\" \/>\n<meta property=\"og:description\" content=\"Dr John H Parmelee Professor and Director of the School of Communication at the University of North Florida. 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