As the legislative elections are fast approaching, the State, via the government information service (GIS), is renewing its partnership with social networks.
As during the presidential election, the main platforms will display civic messages recalling the dates of the ballot, the voting and proxy procedures, and refreshing the memory of voters on the powers of Parliament, the role of deputies, or how the votes are divided. constituencies.
Objective, to fight against the abstention of young people and voters furthest from politics by going to reach them where they are.
Read alsoPresidential 2022: tech called to the rescue to reach young people
“
The disaffection with voting is a basic phenomenon.
We must respond to this through institutional communication that relies on intermediaries, whether digital platforms, associations and even tobacconists
,” explains Michaël Nathan, director of the SIG.
“
It is important to see the social networks committing to our side, with concrete actions.
“Asked by the government during the Covid crisis,
“they played an important role in relaying official health instructions, such as barrier gestures.
We are perpetuating this partnership in order to reach as many people as possible.
»
Read alsoCovid 19: The Gafa at the time of responsibility
Civic and educational information
The latter concerns in particular the Meta group which, with Facebook and Instagram, publishes two of the most important social networks in France.
As of next week, adult users will see this civic information appear at the top of their news feed, which will redirect them to the elections.interieur.gouv.fr site.
Fun content created by the SIG and the association A Voté will also be promoted by Meta thanks to free advertising credits.
The American group is also in discussion with influencers present this weekend at the We Love Green music festival to encourage them to broadcast a call to go to the polls.
“
For the presidential election, we had established a partnership with influencers and Konbini.
The videos have been viewed 17 million times
,” recalls Elisa Borry-Estrade, head of public affairs at Meta France.
The social network compatibilizes 1 million redirections to the site of the Ministry of the Interior.
Read alsoPresidential: Instagram calls on influencers to encourage young people to vote
“still a lot of work to do”
But do these devices really have an impact on young voters?
According to an Ipsos poll, 41% of 18-25 year olds did not vote in the presidential election.
“
Undeniably, we cannot claim victory and there is still a lot of work to do.
But if we had done nothing, the abstention would have been even worse
,” says Michaël Nathan.
“
The challenge, at a time when digital technology has multiplied exposure to information, is to find the way back to official and reliable channels.
You have to be present everywhere, repeat the educational messages and not give up.
»
Read alsoA second round marked by the second highest abstention rate under the Fifth Republic
The SIG has also established partnerships with the Blablacar and Airbnb sites.
As soon as an Internet user tries to book an apartment or a car trip during the two election weekends, a message will appear to remind you how to make a power of attorney.
/cloudfront-eu-central-1.images.arcpublishing.com/prisa/EVO3ONJQQIMWO4H4NLQHLOCP4Y.jpg)
/cloudfront-eu-central-1.images.arcpublishing.com/prisa/HIITBIJJ2HQW3PIAKJFZ2ZF5MQ.jpg)
