Neglection 2000: A Third Millennium Project

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Neglection 2000

Third Millennium and Juno On-Line Services Political Advertising Survey released

Third Millennium and Juno On-Line services published their study of the effects of Political Advertising in E-Voter 2000: Measuring the Effectiveness of the Internet in Election 2000, a report issued by the E-Voter Institute in January 2001.

The survey's data suggests that: 1) the overwhelming majority of study participants correctly recall seeing a pop-up ad and which ad they viewed; 2) that there is a correlation between ad viewing and claimed voting among certain sub-segments of unlikely voters; and 3) there is a correlation between ad viewing and claimed voting among certain sub-segments of likely swing voters and likely third-party voters.

Click here to download and read the report.

Neglection 2000 Conference on December 5

Conference Transcript Available

You can now read the transcript of the Neglection 2000 conference by following this link. We plan to add the audio of the conference to the site early in the new year.

Third Millennium's Neglection 2000 project hosted a conference, They Pretend To Talk To Us, We Pretend To Vote: Candidates and Young Adults In Campaign 2000 And Beyond on Tuesday, Dec. 5. The conference brought together leading national experts on youth voting and presidential elections from across the nation for the release of new television and Internet advertising data and a new national survey that show the continued neglect of young people by the major presidential campaigns. The release of a final report from Third Millennium's year-long project, Neglection 2000, was the basis for discussion of the causes and solutions for the ongoing cycle of mutual neglect between candidates and young people.

Click here to see a copy of the report.
Click here to read the conference transcript.
Click here to see the conference's schedule and agenda.

Xers And Boomers Largely Ignored As Candidates Skew TV Ad Buys Overwhelmingly Toward Seniors

Graphic detailing the information to follow belowThe Gore and Bush campaigns are ignoring adults under age 50 -- and particularly those under age 35 -- according to a detailed analysis of the television ad-buying behavior of the two leading presidential campaigns, released today by Third Millennium's Neglection 2000 project.

In nine major media markets Neglection 2000 identified as crucial to the 2000 campaign, people age 50 and older comprise 36.6 percent of the population, yet represent a whopping 63.8 percent of the viewing audience of the nearly 37,000 TV ads placed by George W. Bush, Al Gore, and the Republican and Democratic National Committees between July 1 and October 15, 2000.

By comparison, those between the ages of 18 and 34, who make up 31.0 percent of the voting-age population, were just 14.1 percent of the viewing audience. Those ages 35-49, who are 32.3 percent of the adult population, made up only 22.2 percent of the viewing audience.

Click here to read more of the media release.
Click here to see the advertising data.

Young And Mostly Out Of The Loop: A Neglection Commentary

A commentary written by Neglection 2000 Project Director Russ Freyman appeared in the Sunday, October 29, edition of Newsday. Click here to read Freyman's commentary, and click here to see a list of other articles mentioning the Neglection 2000 program.

Neglection 2000 Focus Groups: Gen X, The Internet, & The 2000 Elections

Focus Group Findings

1. Young adults trust traditional media more than online media, but they like customizing websites so that news of interest is delivered to them.

2. Regardless of the medium for political information, 18-34 year-olds do not actively seek it out on the web. They use the web for research, news and fun.

3. In general, they do not trust candidates' sites or the news sites. Their thinking: candidates put out their own spin and the news media only focus on conflict.

4. They hunger for websites put out by organizations with no agenda other than objectivity and disseminating relevant information on politics.

5. On the candidates' sites, they want to see issue stances presented up-front, hard facts, accomplishments, admissions of failures, less salesmanship, telling pictures and strong design, with less negativity.

Neglection 2000 recently conducted two focus groups in Seattle, Wash., (October 10) and Cincinnati, Ohio, (October 12) focusing on the 2000 election and how the Internet is functioning among young adults in this overtly political year. Respondents, all of them under 35, discussed a number of topics, including the content of campaign websites, electronic solicitations, online voting and the candidates in general.

While it is difficult to glean conclusions about the entire electorate from these groups -- focus groups are intended to probe more deeply than polls into a small group's thoughts and ideas on a certain subject -- we can provide several key observations regarding this cohort's opinions on the Internet and the 2000 election. It is important to note that these results are not necessarily applicable onto the entire cohort of 18-34 year-olds nationally or the 18-34 year-old populations of Seattle and Cincinnati. Nonetheless, they do provide us depth into the opinions that surveys quantify but cannot qualify.

Click here to read the report.

It Speaks Volumes That Young Adults Are Forced To Search For A Mere Silver Lining In Last Night's Debate

If you were a young adult watching Bush and Gore face-off for the last time in this campaign, you could have look at tonight's debate two different ways.

In Their Own Words

During the third presidential debate, a questioner asked Vice President Gore and Gov. George W. Bush about younger voters lack of involvement in the campaign.

You can read a transcript of the question and Gore and Bush's answers by clicking here. You can also read a story about how younger people reacted to the exchange from the Yvote 2000 web site.

If you are in the first group of viewers, you saw a debate with some testy exchanges in which the candidates mainly talked about prescription drugs, the surplus and Social Security -- clearly an issue agenda tilted towards senior citizens.

Under this scenario, there were two particularly disheartening elements of the debate. The first element was the fact that, by my count, few questions came from anyone under 35 years old. And, judging by the fact that the audience and, thus, the questions being asked were picked from a pool of undecided voters. One would have hoped that the ultimate undecided voter -- the one deciding whether or not to even vote at all -- would have had opportunities to ask more questions.

Click here to read more of this article.
Click here to read this review of the second Bush-Gore debate.
Click here to read this review of the first Bush-Gore debate.

New Poll Shows Overwhelming Support For Presidential Debate Focusing On Issues Important To Younger Voters

More than three-thirds of all voters say they support making young adults the focus of one of the three official presidential debates according to a Neglection 2000 poll released on August 25, 2000.

Poll graphic The national survey, taken days after the Democratic National Convention, indicates that registered voters support the idea of a presidential debate in which young people choose the topics and ask the questions by a margin of nearly five-to-one.

Support for the concept was high in every age group (even 68% of those age 65 and over said they back the idea), with 85% of people between the ages of 18-34 saying that one of the three official debates should focus on young adults.

"At a time when political participation is quite low, particularly among the young, it is difficult to argue that we should not push for a political event supported by 77 percent of the population," said Brent McGoldrick, who directed the survey for Neglection 2000.

Click here to read the press release.
Click here to see the survey.

The NEGLECTION 2000 project is designed to bring attention to the cycle of disengagement between campaigns and potential young voters. Sponsored by Third Millennium, a nonpartisan, nonprofit organization, the Neglection 2000 project will examine where candidates are spending their time and money in order to see how much (or little) they are targeting potential young voters.
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Political Site of the Day award
Neglection 2000 was named the Political Site Of The Day for September 25, 2000.
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