Motivation for Youth Civic Engagement and Service

In the research surrounding youth civic engagement, a continual theme is exactly what motivates students to not only serve, but to create a continued, life-long involvement in service and civic engagement? There are of course opposing sides to the argument, but the majority of researchers (Youniss, McLellan, Yates) are finding that participating in organizations while in middle and high school increases a student’s future service activities. Not only does participating in organizations increase a student’s future service, it also has a positive impact on their social development and by extension the development of their community as a whole. According to Hyman, “the positive effects of youth civic engagement will foster citizens’ desire to maintain positive youth development and to secure continued civic involvement among youth at communal, political, and other levels.”

However, how do we motivate these youth to first become involved? Dorothy Stoneman, founder of YouthBuild USA emphasizes a leadership development approach. Many recent studies (SCRS) and (Miklosi) have shown that students want proper adult respect, empowerment opportunities, and listening. In order to engage 13-17 year olds in civic activities, a genuine partnership with adults need to be established by creating true power sharing leadership opportunities for the students.

I propose that as we continue to explore the motivation for citizens to serve, especially as related to the youth cohort, we should begin to consider adopting some marketing strategies. Companies target their potential buyers and develop a specific plan to convince those consumers to purchase their products. By identifying and understanding the motivations of their target consumers they can successfully create /market a product the consumers will buy. This strategy of “micro targeting” is even being employed in the political campaign process. (Applebee’s America) We need to apply the understanding of the motivations of each youth cohort demographic to make existing programs and create/develop new ones that make opportunities for them to become involved “a must buy”.

Interested in More Information?
Articles I used for reference include:
"Civic Skill Building: The Missing Component in Service Programs?" Mary Kirlin, Political and Science Politics, 2002
"Respecting, Listening, and Empowering: Three Vital Factors for Increasing Civic Engagement in American Teenagers." Joe Miklosi, Summer 2007 National Civic Review
"Youth Civic Engagement in the United States: Understanding and Addressing the Impact of Social Impediments on Positive Youth and Community Development." Adia B. Balsano, Applied Develompental Science 2005, Vol. 9, No. 4, 188-201
"The Role of Youth Programming in the Development of Civic Engagement." Dorothy Stoneman. Applied Developmental Science, 2002, 6(4), 264-272.