Casting a political idol? The effect of a political TV casting show on adolescents

This paper presents the results of an intervention study to increase political involvement of adolescents through target-oriented political TV programming. In the discussion concerning the lack of political engagement of adolescents the media are usually regarded as part of the problem rather than a potential solution. Based on OLS regression analysis preformed on data collected among a representative sample of 15-18 year olds in the Netherlands (N=1653) this study shows that exposure to specific media content can increase adolescents political engagement significantly, especially among those who show low political interest. To achieve this effect the program deals with topics relevant for the target group, young protagonists, and offers various opportunities to become politically active on-and offline. The results are discussed in the light of recent developments in the field of media malaise theory and the exclusion of the young from politics hypothesis put forward by Buckingham.