MOBILISING YOUNG CITIZENS IN THE UK: A content analysis of youth and issue websites

Abstract

This article reviews recent thinking and practice on the issue of youth mobilization in the United Kingdom. Developing young people's sense of civic efficacy has been shown to be the key to facilitating civic engagement. However, different approaches and online mobilization strategies have been adopted by top-down government or parliament-supported projects, and by non-governmental or ‘issue’ organizations. To address the question of whether UK mobilization sites are making the most of the internet to facilitate youth efficacy 20 youth and issue mobilization websites were analysed looking at content, design and interactivity. The study found that most top-down youth sites, such as youth parliaments and forums, lacked appealing, relevant content and a clear purpose; their aim was to generically ‘involve’ young people without a set of specific reasons and benefits that would motivate young users. Youth portals were an exception to the rule as they provided users with comprehensive, accessible and relevant information and tools. NGO sites were much more empowering and strategic in their agenda and reach, with slick, comprehensive and appealing pages, although quite focused on citizens already engaged with the issues. Overall, the study finds clear signs of a move towards the politics of everyday life and the model of the citizen-consumer. Political organizations providing promotional material, participation tools and practical tips that link to young visitors' lifeworld are more likely to succeed in boosting their sense of efficacy. However, that raises important questions about the gravitas of such online activities in traditional political terms.

Keywords:

• young people
• e-democracy
• mobilization
• web content analysis
• participation
• non-governmental organizations

Notes

Two of the sites, www.whiteband.org (which is the umbrella organization for the Make Poverty History campaign) and www.themeatrix.com are international, but their inclusion was deemed useful because they have UK-focused sections, as well as for comparison purposes.

The Live8 and Make Poverty History websites were coded four days before the Live 8 concerts, thus capturing the sites at the peak of the event when all facilities and tools were already in place and at the time when the sites were at the centre of mass media interest. Also, the Fairtrade Foundation website was coded at the start of Fairtrade Fortnight in March 2006, a national event which again would have been expected to attract more visitors to the site. Finally, The Meatrix site was coded days before the release of the ‘sequel’ in March 2006.

Even the fact that the campaign used its online resources to get mass media attention reminds us of similar practices in other hybrid campaigns such as MoveOn.org (which used its online donations to buy advertising space in TV networks).