For Whom Does the Message Matter? The Effect of Identity-Based Get-Out-the-Vote Appeals on the Political Participation of Underrepresented Groups

Can messages targeted to underrepresented groups increase their participation in politics? We predict that mobilization messages highlighting a politically relevant group identity will increase participation among racial/ethnic minorities. However, responsiveness to such appeals should vary depending on the strength of one’s identity with that group. We test these predictions by conducting a two-wave panel survey that randomly assigns get-out-the-vote (GOTV) messages that appeal to either racial/ethnic identities or a less politicized identity (state identity). We compare the effects of these messages to a standard GOTV message or one that encourages recycling. We find that racial/ethnic identity appeals increase participation among minorities with weaker group identities, who are initially less inclined to participate. Therefore, such appeals help close the gap in participation between those with weak versus strong identities. These findings indicate that messages highlighting a politically relevant group identity can sometimes be effective at increasing participation among underrepresented groups.