Pearl Pagarigan, a first-year chemistry student, does not watch
TV often these days. With an agenda full of academics,
extracurricular activities and social events, she barely has time
for her favorite television show, much less the numerous political
campaigns that are promoted during commercial breaks.
“I’m a child of the Internet,” Pagarigan said.
“Being able to access campaigns through the Internet is much
more convenient.”
As the 2006 gubernatorial elections draw closer, candidates have
been using technology, including cell-phone ringtones and blogs, to
attract younger voters.
Last April, after being endorsed by his party, Democratic
candidate and current State Treasurer Phil Angelides launched an
online program that allows voters to become actively involved in
his campaign from their homes.
Angelides’ official campaign Web site hosts a number of
online video and audio clips that can be downloaded, as well as a
blog where voters can view current campaign moves and other recent
statements.
His campaign committee has made a move toward the public’s
mobile phones as well, encouraging voters to text message
“PHIL” to his election campaign committee to receive
recent updates.
“It’s very difficult to get in touch with people
nowadays because everyone’s doing such different things, so
(the Angelides campaign shows) a lot of ingenuity by using
technology to reach such a fractured market,” Bruin Democrats
President Gabe Rose said.
Angelides’ opponent, Gov. Arnold Schwarzenegger, has also
tapped into this burgeoning world of technology. His Web site
provides video and audio feeds, dubbed “govcasts,” of
select speeches, appearances and other advertisements.
Schwarzenegger has also launched a ringtone that can be
downloaded from his site via iTunes.
“Advanced technology usage is invaluable and is involved
in every aspect of the campaign, from voter participation to
communication,” said Amanda Fulkerson, regional press
secretary for the Schwarzenegger campaign.
Fulkerson said members of the communication staff in the
Schwarzenegger campaign are mostly under the age of 32, so those
developing methods to appeal to a younger population are of that
generation themselves.
“It allows us to connect with voters rapidly and in a
number of different ways,” Fulkerson said.
The Schwarzenegger campaign now also uses video blogs and text
messaging, and often links to YouTube.
“It’s geared toward young people. All this forward
thinking definitely affects college-age voters,” said
Fulkerson.
With more convenient access and a broader range of
Internet-based techniques, some students say they are tuned into
politics more than ever before.
“(This technological approach) makes the candidate more
personable. If you can text-message Phil Angelides, you feel more
connected to him,” Pagarigan said.
As the gap between new and traditional campaign strategies
widens, some students are shifting their preferences.
“We as college students are the most effective users of
this new technology, so it’s easier to become politically
engaged. I’m not necessarily watching those traditional
30-second television advertisements anymore,” Rose said.