A University of Central Florida Assistant Professor and Higher Education Researcher specializing in Black student civic engagement is calling for a shift in how politicians engage youth voters at Historically Black Colleges and Universities in the wake of the 2024 general Election. Dr. Amanda Wilkerson conducted research on the political socialization and HBCU student voters and the results revealed that despite strong civic engagement these students were overlooked in the election cycle. Campaigns failed to message to their lived experiences and thus highlighted a gap in outreach and engagement strategies politically.
Dr. Wilkerson says, “In the wake of the 2024 election, a pressing question remains: will political leaders finally learn to effectively engage Black youth voters, or will they continue to treat them as an afterthought?”
In an article she wrote for Forbes, (“The Messaging Gap: Reaching Black Youth Voters at HBCUs”) Dr. Wilkerson examined the outcome of the 2024 presidential election is underscored by ongoing problems in political outreach to young Black voters at HBCUs. She analyzes the persistent divide between the students and the campaigns. She underscores the need to the leaders in politics to move beyond the surface level they currently engage in and adopt strategies that are culturally relevant and reflect the priorities of Black HBCU voters.
Key insights:
- Informed and Engaged, Yet Overlooked: HBCU students are politically aware but often feel ignored and not engaged by mainstream campaign efforts.
- Campaigns That Miss the Mark: Traditional outreach strategies fail to address pressing issues such as student debt relief, racial justice, and economic empowerment.
- The Power of Peer Networks: Student-led organizations, campus activism, and culturally grounded voter mobilization efforts have been the most effective means of engagement.
- A Call for Authenticity: Political leaders must move beyond generic outreach and invest in genuine, issue-based engagement that reflects the priorities of Black youth.
“HBCU students aren’t disengaged-they are discerning. The issue isn’t voter apathy. It’s that campaigns continue to ignore the political culture and priorities of Black students.” Says Dr. Wilkerson.
With Black History Month in full swing, prompting reflection of the political power of a minorities community, Dr. Wilkerson is urging policymakers, political leaders and advocacy groups to take another look at their engagement strategies. If they partner with HBCU students and value their perspective, campaigns can build real connections and create lasting political momentum.