Simple messaging can help restore trust in US elections

Simple, factual videos that explain election security measures can help restore trust in U.S. elections among both suspicious and partisan voters, according to recent studies. Assistant Professor Jennifer Gaudette from UC Riverside led research indicating that voters are more likely to trust election procedures and results when presented with clear explanations of security safeguards.

In the studies, participants from diverse backgrounds watched videos produced by election officials detailing safeguards used in targeted states like California and Texas. Trust in elections in those states increased by 10 to 12.5 percentage points across party lines, suggesting that partisan distrust of election security is not immutable and can be mitigated through factual communication.

Surprisingly, the research also found that informal, homemade videos—such as a vertical cellphone video recorded by Gaudette herself—were as effective as professionally produced videos in increasing trust and improving recall of key election-security facts. Younger adults were particularly receptive to the informal videos, remembering the facts more accurately than older respondents. This indicates that election officials do not need high-budget productions to effectively communicate with voters.

The findings underscore the importance of proactive communication from election officials, using simple explanations of how ballots are secured, how vote counting works, and why delays may occur. By addressing voter concerns with factual information, officials can help rebuild trust in the electoral process, regardless of partisan affiliations.