Proactive communication is essential for building and sustaining public trust, especially in sensitive areas like electoral processes. By actively sharing clear, accurate, and transparent information about the mechanisms and safeguards of an election, officials can demystify the system, address potential misconceptions, and reassure the public about its integrity and reliability.
This is the conclusion of a recent study by researchers from the University of California, San Diego, and the University of Southern California’s Center for Inclusive Democracy who examined whether public information videos can strengthen trust in elections. In collaboration with election officials from Texas, Georgia, Colorado, and Los Angeles County, the study explored the impact of videos designed to explain electoral policies, procedures, and technologies on fostering greater voter confidence.
Key Findings
- Public information videos can enhance trust in elections, although the degree of impact varies.
- Videos increased election trust among independents, Republicans, and Democrats alike.
- Participants in Texas showed a 13% increase in trust in their state’s elections, while those in Georgia and Los Angeles County exhibited smaller gains of 7.7% and 7.5%, respectively.
- Colorado, however, saw no significant impact.
- Nationwide, there was a 2.5% increase in the number of people who reported trust in how elections are run in other states and a 2.9% rise in trust in election officials.
The videos typically featured election officials explaining the safeguards in place to ensure accurate vote counting. Some highlighted a trusted county registrar, while others featured bipartisan messages from current and former Secretaries of State. The study emphasized that these videos do not require high production value; simple, fact-based presentations can be just as effective.
Despite these encouraging results, however, several questions remain. It is still unclear how long the increased trust lasts, why certain videos resonate more than others, and which delivery methods are most effective. Researchers are also examining whether involving other messengers, such as poll workers or community leaders, could further enhance trust in elections.
Election officials can leverage these findings by producing and sharing clear, factual informational videos. Disseminating these videos through official websites, social media platforms, and community networks can help deliver critical information and potentially foster greater public confidence in elections.
For more detailed insights, additional resources such as the ElectionLine blog, Yankelovich research brief, and the full report on the 2022 Yankelovich Center survey provide comprehensive information.