Date of Award

8-2014

Degree Type

Thesis

Degree Name

Master of Public Administration (MPA)

Abstract

The City of Salinas, CA has 10,897 adults in the age group of 18-29 years old registered to vote, and 7% of this group voted during the 2014 Primary Statewide Election. The low interest and apathy to vote from young adults could affect them and other community members dramatically in how their political interests are represented. This research evaluated how a social media campaign could increase voter participation among young adults in Salinas. Relevant literature shows that the proper use of social media directed to young adults could work to mobilize community members to vote. However, a social media campaign might only generate online participation, such as sharing or liking a political post, and these activities not necessarily will turn into offline participation such as voting. The resource methodology included a sample survey of the targeted population, interviews with experts of social media sites and a focus group of community leaders. The study data results validated how a social media campaign directed to young adults could bring their interest and involvement in government issues and therefore increase voter registration and participation in Salinas. It is recommended that different agencies work together with Monterey County Elections as the leading agency, preparing the content, design and distribution of the social media campaign to expose and engage teenagers and young adults to political decisions through their vote in every election. Also, the Salinas Union High School District should develop a peer-to-peer program on “education to vote”, exposing young adults to civic engagement at an earlier age. Further research should include an evaluation of the implemented recommendations and research on election educational material young adults are more interested in to make the social media site more effective.

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