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Journal of Promotional Communications

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Published

2017-02-07

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Vol. 5 No. 1 (2017): Special Edition on Thought Leadership for PR

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Articles

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Snapchat, the Platform to Re-Engage UK Youth Voters?

Seth Warner

Abstract

Although young voter numbers have increased in 2015, (see figure 1) 18-24 year olds voting turnout rates have fallen to an average of 40% over the previous three general elections (Sloam 2015). Even with turnout numbers on the rise in 2015, a large proportion of the youth electorate are disengaged and unaware of political issues that could have a significant impact on them. Could growing social media channels help "re-engage disillusioned voters and bring the digital youth vote into the election process?" (Byrne 2015). Analysing why the UK youth electorate is disengaged and where politicians and parties are going wrong will aid in providing an insight into creating increasingly effective communications for the future. Will discovering Snapchat’s full potential inspire the youth of Britain, to mobilise and engage ultimately driving higher numbers, to the polling stations?

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