In
an age where many individuals are choosing not to vote in political elections, candidates
and their strategists are looking for new ways to incentivize the voting process in order to gain more support from “low-propensity voters.”
Direct appeals to increase voter turnout have failed in the past, suggesting
that more and more voters may be engaging in rational abstention, a concept we’ve
examined a fair amount in class this semester. The new incentive methods being explored
for the upcoming presidential election are more subtle, ranging from calling up
voters to ask them what they’ll be doing on election day, thus triggering a
“voting habit” through creating mental cues, to tapping into social networks
such as Facebook in order to forge “chat connections” that can influence people
to go to the polls, to actually gathering personal data about individuals to
use later in order to pressure them into voting. It is the final item on this
list that interests me most; strategists affiliated with both parties are
considering publishing information detailing how frequently individuals and
their peers have voted in past elections. As Charles Duhigg writes in the New York Times article linked above:
“Calling out people for not voting, what
experts term 'public shaming,' can prod someone to cast a ballot.”
This approach may raise the effect of social stigma as a
counterforce to rational abstention. Though people may still feel that their
vote doesn’t truly count (at least not enough to outweigh the costs of going to
the polls on election day), the negative consequences of this “public shaming”
may increase the costs of not voting to such an extent that more people will
show up to cast a ballot in order to avoid the distain of their peers. This could be considered a good thing for the
democratic process overall, since with more people voting, public opinion will
be reflected more accurately. However, the ethical implications of essentially
blackmailing citizens into voting are quite sinister, in my opinion, and it
seems important to consider that this tactic may alienate voters who feel they
cannot trust political candidates who support such devious schemes, thus
creating a counter-counter-effect to rational abstention, and discouraging
citizens from voting once again.