The British authorities is about to provide 1.5 million 16 and 17-year-olds the vote, unlocking a brand new voter base for competing political events. Social media might be key to their success.
The federal government on Thursday mentioned that it plans to convey ahead an elections invoice which can grant 16 and 17-year-olds the best to vote in all U.Ok. elections.
It marks the most important change to Britain’s citizens because the voting age was decreased from 21 in 1969.
If permitted by parliament, it might be a significant overhaul of the nation’s democratic system. The proposal, which was included in final 12 months’s Labour manifesto, will convey nationwide elections consistent with Scotland and Wales, the federal government mentioned.Â
The most recent modifications imply British political events now face the problem of partaking youthful voters within the social media age.
Extra youngsters are shunning conventional media retailers and getting their information from social media, in keeping with a 2024 report from Ofcom.
On-line sources proceed to be hottest among the many youthful age teams, with 88% of 16-24-year-olds utilizing on-line sources for such updates. Social media is the primary driver of this, with 82% of younger adults utilizing this platform, and solely half of 16-24 year-olds utilizing TV for information.
Within the 12-15-year-old class, 12% of teenagers cited TikTok as their principal supply of stories.
“TikTok actually is one among, if not the most well-liked digital content material platform for younger folks. While no platform’s success lasts perpetually, it’s laborious to see any modifications to the broader pattern of increasingly of the general public getting the information content material from these apps generally,” mentioned Steven Buckley, lecturer in digital media sociology at Metropolis College of London.
Buckley harassed that the content material politicians put up is paramount, nonetheless, and that determined try and be “down with the children” will not work.
“One of many core currencies in immediately’s society is authenticity. Making an attempt to win over 16 and 17 12 months olds by merely posting a bunch of TikToks and saying that the chief of the opposition is “Skibiddi Ohio Rizz” will not be going to win them over. They may merely be labelled ‘cringe’ and be dismissed,” he informed CNBC.
 “The notion that younger persons are disinterested in politics or their communities is just not true. They care deeply about inequality, the surroundings and social justice. Politicians eager to win over these new voters can achieve this by really addressing their materials considerations.”
Social media has develop into pivotal to successful elections. Former U.S. President Barack Obama’s use of Fb broke new floor in 2008, whereas present White Home chief Trump’s tweets helped rally his voter base throughout each his 2016 presidential marketing campaign and re-election in 2024.
Though political data has develop into extra available throughout a number of platforms, it hasn’t essentially translated into larger turnout in polls. Turnout was 59.7% in the course of the 2024 U.Ok. common election, the bottom since 2001, in keeping with a parliamentary report.
The jury remains to be out on whether or not giving youthful folks the best to vote will make a sizeable affect. A ballot of 16 and 17-year-olds by political consultancy Merlin Technique confirmed that out of the five hundred surveyed, solely 18% mentioned they might undoubtedly vote if an election befell tomorrow
Scarlett Maguire, founding father of Merlin Technique, mentioned political events must develop much more expertise and media methods.
“Politicians have to do extra than simply give the vote to attraction and interact younger folks. In the meanwhile, this age group will not be very engaged with politics or politicians, so politicians might want to do rather a lot to attraction to them,” she mentioned.
The Labour Get together is extensively seen to have essentially the most to achieve from reducing the voting age. Nevertheless, Nigel Farage’s right-wing Reform UK get together may additionally get vital backing from this age group, in keeping with Maguire. Farage has six occasions as many followers on TikTok than Labour does.
“Reform in all probability had one of the best digital media and social media marketing campaign methods the final election. Reform is doing properly with this age group, significantly male youngsters. Now we are going to see whether or not the opposite events, particularly the Conservatives who’re polling very low with this age group, can catch up,” Maguire added.
Among the many different plans set out by the federal government is to just accept financial institution playing cards as voter ID at polling stations by the point of the subsequent common election, which is at the moment slated for 2029.
