Positives in Activation

I disagree with Schier’s negative views on activation over mobilization among the electorate. It is possible to see activation strategies as more inclusive rather than as “exclusive by design”. By targeting people’s specific interests, campaigns engage those who might not otherwise feel motivated to vote on the mainstream issues the media present to them. For example, the main topics discussed in news snippets might be healthcare and the environment, so a campaign could motivate a soldier to vote by directing information to him on proposed military cuts instead.

The electorate was more homogenous in the time Schier holds up as ideal for mobilization. Thus, strategies designed to cast a wide net in contemporary elections would naturally miss more people. Activation allows campaigns to specify particular groups’ interests, some of whom might otherwise get underserved. While I respect the concern that attracting as many voters as possible is no longer the ideal, I think one could see activation strategies as a possible tool to motivate more voters rather than fewer.