Online Voter History
Since its mass commercialization early 1990's, the internet has proven itself in to be a largely diverse medium, making a huge impact in our society in everything from commerce to public debate. With its proliferation, the internet is now even making a substantial amount of headway on the stage of political campaigning.
US campaigns are typically heavily reliant on broadcast media advertising and direct mail to communicate with large, diverse electorates. Smaller-scale campaigns are more dependent on grassroots techniques such as lawn signs and flyers.
The use of the Internet has significantly increased in US campaigns, most notably its use for fundraising. Presidential candidates John McCain in 2000 and Howard Dean both raised large amounts of money online. (Bike, 56)
In 1995, candidate Lamar Alexander announced he was entering the presidential race, not at a rally or press conference but on the Internet. This action is credited as the beginning of a new world for political campaigning. It was the first time the internet was to be used for a massively politically oriented campaign. (Bike, 13)
It wasn't until, however, around 1999 that the internet actually began to be recognized as a tool that held power, access and influence within the voting population. There was a dramatic increase in the use of the Internet to conduct politically oriented campaign activities related to federal elections around that time, and Rock the Vote was one organization that was leading the pack in using the internet to its full capabilities. (Kohut, 2)
Rock the Vote is a non-profit, non-partisan organization, founded in 1990 in response to a wave of attacks on freedom of speech and artistic expression. Rock the Vote engages youth - mostly concentrating on ages 18-25 - in the political process by incorporating the entertainment community and youth culture into its activities. From actors to musicians, comedians to athletes, Rock the Vote harnesses cutting-edge trends and pop culture to make political participation cool.
Rock the Vote mobilizes young people to create positive social and political change in their lives and communities. The goal of Rock the Vote's media campaigns and street team activities is to increase youth voter turnout. Rock the Vote coordinates voter registration drives, get-out-the-vote events, and voter education efforts, all with the intention of ensuring that young people take advantage of their right to vote. (Green, 7)
Rock the Vote's work "doesn't end when the polls close. We empower young people to create change in their communities and take action on the issues they care about." Regardless of whether youth are signing petitions, running for office, contacting their elected officials, or taking up a sign in protest, they are all "rocking the vote." (RTV)
The campaign is dedicated to educating this country's younger generation about our local and national candidates/ government, their issues, and the electoral process. Along with pushing this positive message, they are involved with the registration of an additional two million 18-30 yr. old voters, in the upcoming general presidential election. This would boost the previous count from 18 million (The amount of 18-30 yr. olds who voted in the 2000 general presidential election) to 20 million. (Green, 24)
One of Rock the Vote's most current campaigns is called "Do It On Campus. It is an effort to encourage college students to vote and to prevent student voter suppression. The attempt here is to make voter registration easy for college students, stating that "there are many ways to do it on campus this fall. You can do it online, you can do it on the ground, and during September you can join our national voter month and do it with partners all over the county! Be sure to check out our student voting rights page so that when you do it, you do it right."
The "Do It On Campus," campaigns website even dispels rumors about college students being able to vote at college, such as: "You can't register where you go to school. You must vote absentee from your home address," "You can't register to vote if you live in a dorm," and "You might lose your financial aid if you change where you are registered to vote." (RTV)
By and large, students vote in local elections without a problem. But sometimes, local elected officials or candidates will see students as a threat. They may try to suppress the student vote by giving students false or misleading information about their residency status, threatening students with loss of student aid, or even threatening prosecution for voter fraud. These threats are blatantly false, but often students are confused about their rights and may not fight back.
The ads use statistics as a major moving force to get people mobilized, such as: 5 out of 6 of us will be victims of a violent crime at least once in our lives . 51 cents of every dollar spent by the Federal government goes to the military while only 6 cents goes to education. 9 out of 10 people worldwide who are infected with HIV do not know. Only one half of teenagers in the United States use condoms. Hate crimes committed against gays, lesbians, and bisexuals increased almost 60% between 1991 and 1997. Women earn 74¢ for every $1 earned by men. 85% of the forests that existed in the United States 200 years ago are gone forever.
The campaigns Rock the Vote has initiated in the past, focused upon inspirational and sometimes radically oriented to rhetoric. In many cases, these messages were trying to make the point that knowledge and voting together, gives them power to do what they to have an effect in our country.
"Power is something we all have. It's the ability to make things happen, to influence how things turnout. Image what could happen if we used our power. We could stop the violence, erase the hatred, fine a cure, clean our environment, and improve our schools. We could change our world. Change starts with one simple action. Change can start with you. You can use your power to affect change."
"Educate yourself so you can educate others. Ask questions. Seek answers, know the way things are so you can influence the way they can be. Listen to others, to what they're saying and what they're not. Read the paper. Get on the mailing lists (on-line or off) of organizations you're interested in to learn more about the issues that concern you and the actions you can take. They can get you started. Watch your world. Check out how you're elected officials voted on the issues you care about. Go to community meetings; attend city council and school board sessions. Don't wait to be asked. You're invited." (RTV)
In addition to Rock the Vote's other get-out-the-vote efforts, the public service announcements have proven to be a powerful catalyst in urging young voters to the polls. Currently the voter registration Bus Tour is visiting college campuses in hotly contested states; meanwhile, an average of over 40,000 young people a day are using the online registration tool to download voter registration forms from Rock the Vote and its partner websites. (RTV)
While energy surrounding the youth vote grows, the public service announcements plan to illustrate the direct consequences of two core issues that pollsters have found resonate strongly with young voters: the possibility of a military draft and college loan debt. "One spot explains how the burden of fighting and dying for the war in Iraq will continue to fall on the shoulders of young Americans. Another tells how two-thirds of college students will graduate with a student loan burden nearly as large as the national average debt for an entire family." (RTV)
The campaign calls on the young people to recognize a vote as a powerful choice, rather than an obligation or duty. Each advertisement features young Americans in an everyday moment that is interrupted as a political question captures their attention, emphasizing the significance of the choices this election season.
Since 1990, Rock the Vote has been successful in engaging the under 30 voters to an extent no other organization has been able to achieve. Many are hoping that youth involvement and interest will increase as a result of such aggressive methods.