Authenticity and Engagement: The Future of Political Communication with Young Black Voters
The Black vote. For decades, we've heard about the importance of the "Black vote" and how essential it is for certain political candidates and parties to secure election victories. We've seen candidates make appearances on specific shows or quote lyrics from popular artists in attempts to connect with Black voters. We’ve even seen them discuss their history with certain illegal activities. But what truly is the most effective way to build genuine support from such a critical voting bloc?
According to Pew Research Center, Black voters could play an important role in determining the outcome of key 2024 elections, including for U.S. president, with a projected 34.4 million Black eligible voters expected to turn out during next month’s election. While Black voters have historically played a significant role in shaping election outcomes, the growing influence of millennials and Gen Z is set to be a determining factor in future elections. Given the impact these younger generations have on results, it's important to examine how political communication strategies aim to shape the perceptions and engagement of Black voters, particularly within these younger demographics.
Young Black voters have been pivotal in changing the trajectory of elections (see 2008 and 2020) and many experts are predicting that the 2024 election will be determined by Gen Z voters, many of which who will be voting for the first time. Notably, there have been generational shifts in issue priorities, with an emphasis on racial justice, economic equity and climate change. These changes become even more pronounced when considering young Black voters, with some reporting that young Black voters are increasingly leaning more Republican, or distancing themselves from political affiliations all together. This political disengagement is no surprise to many. Younger generations aren’t happy with the nation’s current political system and many feel like change will only come when the system is dismantled. No matter how change unfolds, politicians are at a disadvantage if they fail to effectively engage this critical demographic.
*Enters Political Communication*
Defining characteristics of political communication is the creation of meaningful narratives in society that work to inform, persuade and call citizens to action. Within political communication, messages are crafted for target audiences, aimed at addressing their specific needs. So what should political communication look like for young, Black voters? It should explore the values and concerns specific to Gen Z and Millennials, acknowledging the apathetic engagement with our current political system. Issues like the economy, social justice, and voting rights should be strongly emphasized, with clear, actionable solutions for addressing them. Authenticity is key to connecting with these audiences, yet political communicators have historically struggled to achieve this.
Today, political communicators can't rely solely on traditional media platforms like television and newspapers to reach voters. They must also navigate and leverage platforms like TikTok and Instagram, which have revolutionized political messaging for younger Black voters. These platforms empower them as content creators rather than just consumers. Although they can be a source of vital information, these platforms also heighten the risk of misinformation, which often targets Black voters specifically, or the possibility of falling into algorithm-driven echo chambers that only reinforce existing beliefs.
Younger generations have no trouble recognizing crafted messaging. To them, it is void of connection and a true understanding of the issues that are important to them. Political communication must shift to meet the generational demands of voters who demand accountability and transparency from their political candidates. In order to win the “young, Black vote,” political campaigns have to adapt, build trust and prioritize the experiences of Black voters. Traditional political communications as we know them may be coming to an end, but I hope young voters don’t lose faith before witnessing the change they’ve been advocating for.