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The climate surrounding the 2020 US elections was tumultuous – from the hyperpartisan elections themselves, to a pandemic, to a national reckoning on race. Within this turmoil, many college students were casting their first vote. With the health of the nation on the line, figuratively and literally, what guidance did universities offer students in the run up to the election? This study addresses this question with a quantitative content analysis of university e-mails sent to students leading up to the election. Results revealed that, with regard to existing scholarship, universities succeeded and failed at using effective messaging, and messaging varied across social environmental factors. Universities play an influential role in students’ civic engagement, yet this study showed universities still have much to learn.

“Mask up. Pony up. Vote.” Examining university e-mails surrounding the 2020 US elections