Hasta La Creative!

The morning after the Brexit vote, a spike in UK Google searches suggested many British voters didn’t know much about the European Union or the consequences of the vote to leave it. In the parlance of political operatives, it was a “low information voter” problem. But the Brexit vote may serve as a prologue to electorate behavior in the U.S. given the remarkable parallels between the hurly burly populism of that vote, and the raw discontent on display by American voters.

In a normal presidential election year, it’s a given that political parties will be “all in,” competing for voter enthusiasm that normally translates into media coverage, donor dollars and eventually votes. This time around, however, enthusiasm is especially volatile — even unhinged at times — and ironically may be ultimately irrelevant.

Some call this the Twitter election. One candidate broadcasts 140 characters about something that’s wildly untrue, perhaps even dangerous, and his or her opponent replies with snark. Candidates craft hyperbolic memes designed to trend, and the content of what’s trending isn’t just popular, it’s treated as both fact and the straw-man headline of the day across multiple media channels.

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