Non-Profit Organizations: The Rock The Vote Organization

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Since 1996, the Rock the Vote organization has proven to be quite influential in election voter turnout by using personalized messages and reminders to encourage people to vote. The Rock the Vote organization is a non-profit organization in the United States whose goal is to influence younger generations to vote. In 1990, when the organization was first founded by Jeff Ayeroff, Rock the Vote mainly targeted young people through television advertisements featuring major celebrities. During the 1996 campaign, Rock the Vote decided to focus their tactics on producing messages that were more personalized. The organization did this by encouraging voters to sign “pledge cards” after registering to vote (Burgess 2000). Some of these pledge cards featured …show more content…
James Fowler, a social scientist at the University of California, San Diego conducted an experiment during the 2010 United States congressional elections. By targeting 61 million Facebook users, Fowler proved how social media increases voter turnout by using social mobilization. On Election Day, Facebook users received a message that urged them to vote by including links to local polling stations. The message also featured an option to publicly post a virtual "I Voted" button on their accounts, with only half of the messages also including photos of six of their friends who had previously posted the virtual "I Voted" button. By matching the names and birth dates of Facebook to those in the official state election rolls, the researchers were able to prove the influence of social media’s targeted personalization (Bond 2012). The results showed the users who received the message that included photos of their friends were 0.39% more likely to vote than users who received the message with no photos (Bond 2012). Although 0.39% seems insignificant, the percentage translates to around 282,000 ballots (Bond 2012). This experiment proves that social media has the ability to promote social mobilization as opposed to only information mobilization, having a direct influence on voter …show more content…
The revolution started December 17, 2010 when a man, named Mohammed Bouazizi, set himself on fire in protest after police confiscated his produce cart (Breuer 2013). Bouazizi depended on street vending as a main source of income, which is why after the police confiscated his cart, he decided to protest. As a whole, Bouazizi was protesting against the living standards, unemployment growth, government corruption, lack of human rights and political representation, and police brutality in Tunisia (Lowrance 2016). After Bouazizi’s demonstration in front of a local municipality building, protests broke out across Sidi Bouzid within hours. Bouazizi’s cousin uploaded a video of the first day’s protest to YouTube, and since the government could not shut it down fast enough, it spread to Al Jazeera and into numerous households in Tunisia who had access to satellite television (Breuer 2013). Since the government was unable to monitor and filter through all of social media without blocking the entire domain, protest mobilization and footage like this began to spread quickly, furthering the revolution. The protests continued to spread and lasted until January 14, 2011, when President Zine El Abidine Ben Ali fled the country and Mohammed Ghannouchi, the prime minister, assumed the role of interim president. Just two years before, a “mining area rebellion [Gafsa
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