Executive Summary
With the development of YouTube in 2005, and its rising popularity as a campaign tool, this study seeks to explore the changing role of the Internet, with particular emphasis on YouTube and its effects on political campaigning. The 2006 congressional election demonstrated the power of online video in impacting constituent opinion and election results. As a result, a content analysis was conducted to examine the videos posted during the first three months of the 2008 presidential election. Emphasis
was placed on those videos that generated the highest number of page views and thus ranked among the top five features each week, per candidate with the most views (John Edwards, Hillary Clinton and Barack Obama). The research was designed in part to explore whether we are moving in a new direction in the realm of Internet politics, from the increasing use of websites, to the development and increasing popularity of alternative forms of online media, user and campaign generated features and networking
content, as well as new roles for campaign staff that are internet and YouTubefocused.In conducting the above analysis, the study determined that the content on YouTube that generates the highest number of page views includes both negative campaign content and informative video clips. However, it is important to note that there is a gradation of negative candidaterelated content on YouTube, related to the intent of the user as well as the nature of the video posted. As a consequence, YouTube has provided important opportunities for independent actors to play a role in the context of a political campaign.
Turkheimer, Margot.
A YouTube Moment in Politics: An Analysis of the First Three Months of the 2008 Presidential Election.
Urban and Environmental Policy Institute, Occidental College, 2007.
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