Politics Turns Chic: Increases Youth Vote

Politics Turn Chic: Increases Youth Vote

Ever since elections have gone on in the United States novelties of some sort have been used to show one’s stance or pride in politicsThere was even a political novelty textile of George Washington to celebrate his second inauguration in 1792 (Price). As elections evolved so did the amount and type of campaign and party merchandise. Campaign buttons became very popular, especially with the invention of photography. There are campaign pins with pictures dating back to Abraham Lincoln’s time. As campaigns entered the 20th century there were more posters, yard signs, pins, stickers, bumper stickers, and even clothing. Political merchandise evolved from promoting awareness to showing your ideas with pride. Recent past presidential candidates have had Halloween masks and action figures modeled after them, as well as their traditional campaign merchandise. Fast forward to the recent 2008 election and campaign and political novelties have been taken to a new level. This past year there has been election day hotel packages and even Democrat and Republican cocktails, fashionable trends more popular within a younger crowd. Political awareness has entered a category usually held by Ugg Boots and North Face Fleeces. Fashion and art was even modeled after the candidates and around the 2008 elections which lured in younger voters. The use of campaign-based novelties through fashion and lifestyle during the 2008 election was successful in generating an increase of new political awareness in the younger demographic of voters.

The 2008 election had the highest voter turnout since 1908 when William Howard Taft ran against William Jennings Bryan, 136.6 million Americans voted resulting in a 64.1% voter turnout (Borenstein). This impressive turnout can be attributed to the number of young voters, ages 18-29, that cast their ballot during the primaries. The young vote jumped as high as 133% in Iowa, 134% in Georgia, and 301% in Texas; doubling overall for the entire country (Rock The Vote). As a woman who has seen many elections, 78-year-old Norma Storms remarked, “I have never seen anything like this in all my born days, I’m just astounded” (Borenstein). Rock The Vote, an organization encouraging young people to register and vote since 1992, had a hand in bringing attention to the importance of young people exercising their rights as American citizens. Heather Smith, director of Rock The Vote, said “Young voters have dispelled the notion of an apathetic generation and proved the pundits, reporters, and political parties wrong by voting in record numbers [on November 4th]. The Millennial generation is making their mark on politics and shaping our future” (Borenstein). Such online sites as Facebook and Myspace encouraged voting with election day opening screens and political groups a viewer could join. One event hosted by Facebook was “Election Day: Vote on November Fourth,” 2.4 million Facebook members replied that they would be attending, most of them under the age of 29 (Facebook). Theses websites have catered to a younger crowd who has grown up with the internet and knows it well. Since millions of people log on to Facebook or the internet in general everyday, there was a constant reminder to vote. Seeing reminders like these on forums, blogs, or social networking sites impacted young voters the best because most of them are online everyday. This online lifestyle and use of the computer where information is at everyone’s fingertips has given a new definition to political awareness. Young people especially who have been using computers since kindergarten were influenced tremendously by the surge of voter encouragement online.

This election was groundbreaking as a whole, Hillary Clinton came close to getting the Democratic nomination for President, Sarah Palin, a little-known governor from Alaska received the nomination for Republican Vice Presidential candidate, and we now have a biracial President Elect ready to take over the White House in January. This wave of change reflected the transition that was observed in the young vote. A record 23 million young voters age 18-29 cast their ballot on election day, representing 18% of the electorate vote (Davies). The young vote certainly impacted the 2008 election. This historical record can be accredited to the trend that made voting appear to be the “cool” and “in” thing to do. Young people have always been attracted to “change,” something different from what their parents want. This rebellious ideal of youth in America goes back to the 1950’s with the Beats generation and continued through the 1960’s and 1970’s with the Hippie and Flower Child ages. Something new and different, a fresh face of change will usually attract the youth to help the cause because they are hopeful that they can make a difference. This type of hopeful lifestyle that many younger people lead can be attributed to the young voter turnout this election season that was in reaction to the turmoil of the past 8 years.

 

But this election was not just different in the political sense, it also made an impact in the fashion world. And when one thinks of who is up to date with the newest fashion and popular culture, who better than America’s youth. This was evident in the amount of apparel and novelties bought by college students this election season. Ashley Niedringhaus, a student at Marquette University in Milwaukee, Wisconsin, wrote an article for her school newspaper supporting the idea that students had a sense of political awareness and pride sporting their election gear. Many young adults not only saw this election as a political duty of theirs, but as a stylish action like buying jeans at a popular store. “If people wear the brand then it becomes a living entity. When it is embraced in someone’s lifestyle it becomes more real,” Niedringhaus quoted from Jean Grow, an assistant professor of Advertising and Public Relations at the University. Grow went on to say that “it’s exciting to see markets embracing social consciousness at a political level” and that students wearing this election apparel have contributed to the increased interest in voting (Niedringhaus). 

In terms of fashion and apparel, the market boomed. Obama and McCain sold their own campaign apparel, making it easy for many to show who they supported without speaking a word. Not just candidates sold campaign items though, brand name clothing stores jumped on the band wagon as well. Stored like Urban Outfitters, American Eagle, GAP, and even the more high end Juicy Couture all sold political t-shirts. These shirts encouraged people to go out and exercise their right as American citizens. American Eagle, a store marketed specifically towards high school and college students, came out with a “VOTE: Declare Yourself” t-shirt early in the primary season. Political garb from the brands and candidates could be found at the stores or online. And the people that usually shop online and at such stores are indeed a younger crowd. Not only could the youth of America easily attain these products but they could show off their opinions simply as well. Just like many young people like to show off the brand of clothing they wear, many were showing off which “brand” of president they wanted in just as fashionable a way. This election and the voting process came to be seen as a quasi-fashion statement for the youth of America.  

Not only was their fashionable apparel being sold, stores had events based around the election. Kate Spade, Lucky Brand Jeans, and Bluefly.com all had election day discounts (Dodes). The high end French Connection also had a 15% discount for registered voters, as their Chief Executive, Andrea Hyde, stated, “During these difficult times this is about being able to give back and encouraging people to vote. We are making a statement about freedom of expression - that’s what fashion is all about.” These sales compare with Labor Day and Presidents Day sales. Many of these stores are in the mall and many young people are in the mall shopping weekly. Young adults were bound to see these sales and walk in these stores. Once they bought something they remembered why they got a discount in the first place. Being that the election was the reason they saved money it became important.  Election Day has come to be seen as a kind of momentous holiday to be celebrated, and with sales in honor of it, election day definitely lured young shoppers in. 

Fashion was not the only market attracting young voters, items such as coffee, soda, and even pinatas had the election in mind and were surely aimed at a younger crowd. Many items were marketed towards young adults, such as the merchandise sold by CafePress.com. Marc Cowlin, CafePress.com’s spokesman, said that the majority of sales was from a younger demographic (MSNBC.com). Some election merchandise evolved out of items young people buy every day. Jones Soda manufactured 6-packs of political cola. The “Pure McCain Cola” was outsold by the Obama “Yes We Can Cola” by almost a thousand (The Wall Street Journal). Jones Soda is packaged with clear bottles, labels with fun pictures, and quirky soda names. The difference between Jones Soda that just an everyday Coca-Cola is its fun factor. No one buys their soda just because they need caffeine they buy it because it is fun to drink. According to the “Jones Soda Company Profile” Jones has been sold “in some truly unique venues, such as skate, surf and snowboarding shops, tattoo and piercing parlors, as well as in individual fashion stores and national retail clothing and music stores,” all hangouts of teens and young adults in their twenties (Jones: Pure Cane Soda). For the young crowd over 21 there were even sophisticated political cocktails like Maverick Margaritas and Obamaretto Sours (Miles). These fun drinks attracted the more adventurous and hip, making young people a perfect target group. But one item definitely geared towards a younger crowd was the political condoms from practicesafepolicy.com. Obama condoms said “Who Says Experience is Necessary” and McCain condoms said “Old But Not Expired,” each type selling over twenty thousand (The Wall Street Journal). Usually safe sex campaigns are aimed at young, unmarried sexually active adults. The Practice Safe Policy Obama and McCain condoms were just a hilarious, yet useful political joke made by 26-year-old Benjamin Sherman. Sherman being of a young age just proves that young people can get involved and influence others to be aware of politics, even if it is in a light-hearted way. These products aimed at a younger crowd made the election a little more fun and possibly attracted some new voters previously unconcerned.

These novelties, although popular right now with young people, may also serve as nostalgic keepsakes. A website called westwing.com featured political novelties such as Obama bobble-heads. The President of the company Jeffrey Renolds, said “...our democracy and our cherished freedoms should be an immense source of pride for all Americans. We intend to foster and deepen that pride through our...White House and presidential memorablilia...” (McInerny). Unfortunately sometimes the younger demographic is too impressionable and just does what is popular or trendy at the time, buying these political novelties and voting for who is most favored. Stacie Barton, a student at the University of Illinois, said that “People think its cool to be a Democrat or to vote for Obama. A lot of my (classmates) who don’t pay attention to politics just stick with whoever is popular” (MSNBC.com). Obama has also represented the change young people have wanted to see though. He is the epitome of everything President George W. Bush is not. Obama promised an end to the war in Iraq, universal health care, and an end to the financial crisis; all issues that concern the young adults of today. These concerns are held with great pride too. This is why the popularity of all these political products and pushed the youth vote forward. These products not only look “cool,” they symbolize a sense of pride in one’s ideas and in their country.

After all the political marketing put into the products our 44th president was chosen on November 4th, former Senator of Illinois and President Elect Barack Obama. All the special political offers stopped and the political merchandise went on sale 50% off. All the “Rock the Vote” shirts will have to be put away for 4 years. But this new type of lifestyle and pride of purchasing something to show your support changed the atmosphere of many elections to come. Who knows what else could be done in the future? One thing is for sure, the youth of America will never lose pride for their country. Under all the apparel and political bumper stickers the young adults that are the future of America are patriotic and hopeful. No matter what as long as they keep voting it does not matter what they buy. In the end, they want the best man (or woman) for the job and that will happen whether or not they get a free grande coffee at Starbucks on election day.