Rock the Vote was founded in 1996 as an attempt to exploit popular culture to boost political participation. Using pop musicians and comedians, it attempted to encourage young people to take part in politics. This article examines the formation of Rock the Vote, and explores its implications for the character of contemporary politics. It argues that Rock the Vote has to be understood not only as part of a larger shift in the nature of political campaigning and communication, but also as a response to the mutual needs of political parties and the popular culture industry. Rock the vote is both a symptom of new forms of campaigning and also a pragmatic solution to particular political problems.
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