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Can Online Videos Increase Turnout? A Field Experiment Testing the Effect of Peer-Created Online Videos on Youth Turnout

Previous field experimental studies of the effects of e-mails on turnout show that e-mails are not effective at boosting turnout, even among populations that frequently use e-mail. However, these studies have primarily relied on text-only e-mails. The authors attempt to increase registration and turnout among university undergraduates by sending them videos created by fellow students encouraging students to register and vote. These videos are created by peers, are more engaging than text, and may appeal to individuals who are not likely to vote anyway. Field experimental results show that sending a video by e-mail did not increase registration or turnout. The authors conclude with a discussion of other methods that may be effective in increasing turnout in an online campaign.