A recent Brookings Institution forum on new social media and the re-invigoration of democracy got me thinking about whether and how Twitter and Facebook could successfully increase political participation, specifically voter turnout. Voter turnout is one of the most important indicators of a healthy democracy and – as many have noted – U.S. voter participation rates are remarkably low.
It does not surprise me that people don’t see the immediate gains of voting. Going to the polls on election day entails individual costs (e.g., time, figuring out polling locations), while the benefits are essentially collective and weakly dependent on the vote of any one individual. Thus, people may find that it’s in their interest not to bother (Downs 1957 is the classic work on this). This rational approach conflicts with a more normative (even moral) understanding of democracy and civic behavior – e.g., we know we should all vote; it’s as much our responsibility as our right.
In a much less academic vein, although many U.S. citizens are free-riders when it comes to voting, it appears that Americans love to give their detailed opinions on all kinds of things. For example, why are Americans, who are so enthusiastic and industrious when it comes to writing lengthy product reviews, indolent when they are asked (once every four years) to voice their political views? How can we make voting as compelling as writing an online review? And can social media help in this endeavor?