Shame versus Guilt: Effects on Voter Mobilization in a Social Media Environment

Young people traditionally have low voter turnout rates compared to their older counterparts. Voter turnout is essential to maintaining the democratic structure of the United States government. Therefore, extensive research has been conducted to find ways to increase voter turnout among young voters. Past research has shown that social pressure and shame can be utilized to increase voter participation. Additionally, Classical Civilization scholars have investigated the motivations of people through guilt and shame. Given the rise of social media use in the United States by young people over time, researchers have been provided with a new tool to encourage voter participation. This study used a survey with Instagram “posts” that conveyed an informational voting message, a shame message, and a guilt message to encourage college aged students to vote. The results were analyzed statistically and while the results of using informational, shame, or guilt-based messages to increase voter propensity were not statistically significant, the study aims to increase research into how social media can be used to increase voter turnout in the United States.