Rock the Vote

Rock the Vote is a nonprofit organization for political advocacy, established in Los Angeles in 1990 by Jeff Ayeroff, co-chief of Virgin Records. Though its political affiliation has been disputed in recent years, the group does claim to be nonpartisan. The group argues that it was created as “a response to a wave of attacks on freedom of speech and artistic expression.”

Rock the Vote's main objectives are to increase youth voter turnout and encourage positive change in [Page 722]society. This is evident from the organization's slogan listed on its official Web site—“Political power for young people.” The central motto of the organization is also reflected through its numerous voter registration drives, get-out-the-vote events, and voter education efforts, which intend to ensure that young people exercise their right to vote.

Rock the Vote is also known for the debates it organizes every 4 years during the U.S. presidential campaign. Though the credibility of this once in 4 years event has been marred by questions like “Boxers or briefs?” or “Mac or PC?” researchers of campaign politics have looked upon the debate organized by Rock the Vote as a big electoral event trying to capture the attention of the increasingly apathetic young voter. A large number of studies in recent years have analyzed the debate and its effects on young citizens' perceptions toward politics. They have concluded that the content for this debate is structured and framed to attract the youth voter, unlike other traditional campaign messages, which is why it has a greater chance of engaging their attention and perhaps leading them to exercise their right to vote and participate in the political process.

Despite its claim of being nonpartisan, the Rock the Vote organization drew criticism from Republicans during the 2004 presidential election because it sent a mock draft notice to over 600,000 e-mail addresses. This e-mail had the Rock the Vote logo and a facsimile of Defense Secretary Donald Rumsfeld's signature at the bottom of the message. In addition, Rock the Vote also created two public service announcements focusing on the draft issue and a third public service announcement endorsed by celebrities that mentioned the draft issue as one of the issues young voters might be concerned about. At least one of these public service announcements focusing on the draft ran on MTV for 10 consecutive days in September 2004. Rock the Vote also devoted a significant amount of content to this issue on its Web site. Such actions have led many people to believe that the group was trying to suggest that the draft might be reinstated if President George W. Bush were to be reelected.