Shatters Many Myths of Disengaged, Cynical and Uninformed Youth Voters
The first focused post-election benchmark survey about the youth vote offers a surprising look into the future political activism of young voters and non-voters, by debunking many of the myths regarding young Americans' attitudes toward the political process, the candidates, the issues and the media. Contrary to early media reports, 18 - 29 year olds, particularly first-time voters, did turn out in record numbers for the 2004 election.
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More importantly, this key demographic plans to be even more involved in the future, according to "The Emerging Electorate Survey: What Young Americans Say About the 2004 Election," a national survey conducted on behalf of Declare Yourself, a national nonpartisan, nonprofit movement to motivate and inspire young voters, by Global Strategy Group and Luntz Research Companies. The study found that this election saw the emergence of an energized base of young people on both sides of the political fence -- a group that will be even more critical in future elections, possibly leading to the "Decade of the Young Voter." MAJOR FINDINGS OF THE EMERGING ELECTORATE SURVEY INCLUDE: Creating the voters of today ensures that there will be voters tomorrow. A stunning 75% of young people plan to be more active in the political process in the future (including 35% who plan to be "much more active"). Young Bush and Kerry voters alike expect to continue their political engagement, both at the ballot box and in the community. Non-voters are not permanently disengaged. Of those who did not vote, 46% of young non-voters said they will definitely be registered and voting in next election.
Just 5% say they will opt out of the political process. The 2004 election was won on hope for the future rather than fear of the present. Both Bush and Kerry supporters were motivated more by hope than by fear.
Jon Stewart of Comedy Central is more trusted than two of the "big three" network anchors, yet when asked who they trusted to give them information about politics and politicians, 26% of 18 to 29 year-olds named "none of them." However, the youth of America look to network and cable news as their primary source of information, while their view toward those people delivering the news is, at best, skeptical and, at worst, uninterested. -more-
Page 2 Youth non-voters could have made the difference in the 2004 election. Kerry's lead over Bush grew an even more sizeable 14 points among young non-voters (47% to 33%.) Increasing youth turnout in swing states could have affected the electoral outcome. 23% of youth voters cited "moral values" as their primary issue (similar to election exit poll findings), with 32% of values voters specifically defining values as "the personal beliefs and character of the candidates." Surprisingly, neither abortion (24%) nor gay marriage (18%) was the top choice.
The Internet may be the information choice in 2008, and 2004 was the first election where the Internet played a measurable role. The Web was essential to one-fourth of the youth vote in 2004. There does appear to be a partisan divide amongst young people who use the Web as a primary news source. Among those who cited the Internet as their primary source for news, a sizeable 62% voted for Kerry, while only 36% backed Bush. "These findings are very encouraging for the youth voter groups and future political campaigns that have invested so much in getting out the youth vote," said Norman
Lear, founder of Declare Yourself.
"This reaffirms that when asked -- this group will vote -- debunking the popular myth of youth apathy." "The more informed a voter is, the more likely he or she is going to vote," said Jefrey Pollock, president of Global Strategy Group. "And with the Election 2004 being the "Year of the Blog," the next ten years may very well turn out to be the "Decade of the Young Voter." "2004 ushered America into a brave new world where young people not only talk the talk, but vote," said Frank Luntz, president and CEO of The Luntz Research Companies. "Never again will the parties or candidates be able to take that segment of the population for granted."