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Encouraging Black and Latinx Radio Audiences to Register to Vote: A Field Experiment by Hayley Cohen; José Gomez; Donald P. Green; Joseph L. Sutherland; Michelle A. Zee is a Social Sciences article available to read on EtoBox.

What is Encouraging Black and Latinx Radio Audiences to Register to Vote: A Field Experiment about?

Traditional in-person voter registration drives increase voter registration rates in minority communities but became infeasible during the 2020 COVID-19 epidemic. An alternative approach is to promote registration through mass media, such as local radio. We present results from a large-scale experiment testing the effects of radio ads on voter registration. During the run up to the November 2020 election, we identified 186 radio stations with predominantly Latinx or African American audiences; 50 randomly selected stations were assigned to a week-long advertising campaign each week for 3 weeks. Nonpartisan messages encouraged voter registration by stressing the importance of the election and featured celebrity voices. The number of new registrants rose slightly in treated areas during the week when the ads aired. No further gains were apparent one or 2 weeks later.

Who reads Encouraging Black and Latinx Radio Audiences to Register to Vote: A Field Experiment?

Author

Hayley Cohen; José Gomez; Donald P. Green; Joseph L. Sutherland; Michelle A. Zee

Publisher

SAGE Publications

Published

2023

Language

EN

Field

Social Sciences