Le potentiel des outils Internet pour inciter les jeunes adultes à voter et à s’intéresser à la politique
This master thesis analyses the effectiveness of social campaigns on the Web that attempt to motivate youth to vote. Political apathy among young adults led us to try to understand how social campaigns reach their public and what stakes are involved in the process. The 2011 Canadian elections were a perfect opportunity to analyse such campaigns given that Internet tools were created to encourage Canadians to vote, the most notable being the Vote compass.  With theories on the influence of medias and theories of persuasion, we will trace a portrait of how the Internet can help social mobilization. First, a survey allowed us to understand to what degree young adults were familiar with these Internet tools and if they appreciated them. Then, focus groups were conducted for a better understanding of political apathy and to evaluate the relevance of such social campaigns to motivate youth to vote. Results allowed us to conclude that social campaigns on the Internet could be used as educational tools to foster solid awareness of citizenship issues and that they can profit from social networks such as Facebook and Twitter.
Vote Internet Young adult Political interest Social campaign