Statement of purpose
Recent polls have shown that the candidate is lagging behind in the current general election campaigns. The reason for this could be the failure to connect and resonate with the younger demographic that is, between the age of eighteen and twenty four years (American Press Institute 1; Cohen 1). Compared to other demographics, traditional campaigning methods do no work with this group. It is, therefore, important, to evaluate how this demographic communicates and receives news in order to adjust the campaigning methods to reach this group. Given that this demographic form the bulk of the voters as well as the population, in general, it is important to convince them and influence their votes for any political candidate (American Press Institute 1). They are also likely to be the future policy makers thus one needs them on their side. They will continue to form the bulk of the voter bloc over the next few years, thus they are likely to vote repeatedly for a candidate they believe in.
Scope
The data were collected from secondary source journals, research websites and expert articles, and other political analysis sites that cover the communication of this demographic. It will also gather information from business marketers who primarily target this group. The information will also be collected by conducting a survey among college and universities to determine and evaluate how they communicate among themselves and how they get their news and political information (Cohen 1). The survey will seek to determine how they analyze and make their voting decisions. The report will provide useful information that can be used to improve the campaign strategy.
Millennial communication
Characteristics and traits
This generation is characterized by having been shaped by texting the recession and 9/11. Availability of technology has shaped this generation. It is by a wide margin the biggest part of the populace. They are likewise the most instructed and they are more ethnically and racially various than more established grown-ups. They are less religious, more averse to have served in the military, and are on track to wind up the most taught time in American history (Eder 1).
There are 77 million millennial somewhere around 18 and 36 involving 24% of the US populace (Cohen 1; Eder 1). Millennials are health conscious and are very inclined to express. They have unwavering self-confidence and belief.
How Milllenials get their news
(American Press Institute)
Communication skills
There is a common misconception that Millenials are not interested in news. However, this is just that. Millenials are interested in news, however; they are mostly interested in breaking news, which is accessible on television. Studies show that 69% of Millenials receive news through the television and about 55% percent receive their news through social media (American Press Institute 1). About 35% of the survey participants confessed to relying on their friends for information after which they would investigate either to disprove the information or to form their opinions (American Press Institute 1).
Millenials are very opinionated as they form their opinions based on the currently available information about a candidate. The information is either on television or social media sites accessed either on their phones or their mobile devices. The assumption that millennial have a narrow view of the world proved incorrect as most of the millennial who were interviewed proved they were aware of not just the events that were happening in the country but on global affairs. However, it emerged that they felt powerless to change the state of affairs in the country (Pew Research Center 1).
The goal of any candidate would be to show the Millenials through social media that they have the power to change their country through selecting the right leaders.
The tendency for this generation to stream their news through the internet is based on their need to avoid the endless commercial advertisements. They are more inclined to record their news in order to avoid the many advertisements that plague the news cycle.
The best way to reach the demographic is to ensure that the political ads and the debates are brief and to the point. For a generation that communicates in shorthand and in less than one hundred and forty characters, it is absolutely necessary for any candidate to be able to deliver their message in just a few words (Pew Research Center 1). The traditional campaign strategies where politicians hold debates, hand out pins, release misleading information about competitors does not appeal to this demographic. They prefer to support their candidates through social media by either liking the candidate’s social media posts or by uploading pictures and “memes” of the candidates. They are too preoccupied with social media and other at work or with other activities to watch daytime political shows; about half of the interviews in a 200 sample admitted to preferring political highlights on social media rather than listening to a whole speech (Pew Research Center 1). Sixty percent of this sample admitted to looking out for news, prompts and following news channels to get live updates during any political events (Pew Research Center).
The Millennial demographic has a tendency to make up their mind fast based on the immediate actions of any leader or politician. They are also very open to change; therefore, they are prone to change their minds about a candidate if they deem his or her actions inappropriate, or they find other candidates whose ideals are in line with their beliefs. This group is trying to form its core values as a result; they are likely to give every candidate a fair chance to air his or her views. The key to winning this demographic is to them than that one is open minded and willing to go an extra mile to hear this demographic out. Millenials, as they are often called, is very open and vocal they believe in expressing himself or herself there any candidate targeting this demographic should ensure that they give them a chance to air their views challenge and analyze his or her political view.
This demographic tends to receive their news through their friends and their peers. Younger Millenials especially do not actively seek news instead the information meets them. As such, it is important that candidates employ a younger crowd to help with the campaigns. These young people are likely to spread the information to their peers who will also spread their information to their peers this will create a thread of information about the candidate.
Any candidate who wishes to target this demographic should find a way to summarize their speeches into short phrases that can be presented on social media sites. They should also run and manage active and interactive social media sites. Through these accounts, they can answer questions and clarify their vision and campaign agenda to the millennial who are interested in their candidacy.
Work Cited
American Press Institute, "Social And Demographic Differences In News Habits And Attitudes". (2014): Web. 22 July 2016
Cohen, Heidi. "30 Millennial Demographics You Need [Charts] - Heidi Cohen". Heidi Cohen, 2014. Web. 22 July 2016.
Eder, James. "How Brands Can Build And Sustain Relationships With 18- To 24-Year-Olds".Campaignlive.co.uk, 2013. Web. 22 July 2016.
Pew Research Center, "Millennials Confident. Connected. Open To Change.", 2016. Web. 22 July 2016.
