The video sharing website YouTube has become a phenomenon that is part of an increasing number of people’s lives and also a part of the usual presidential rhetoric. Before the launch of YouTube in 2005, the enormous effects of this online phenomenon on all aspects of society could hardly be foreseen. In 2011, however, it is obvious that YouTube and other online media affect every day life, including political decision making, in many ways. The 2004 US presidential election is often referred to as the first internet election as the candidates (Howard Dean in particular) started to use blogs and websites to raise money and convince voters online (Zielmann, Röttger 2009: 77). By 2008, the internet had become even more diverse and complex and offered a lot of new online functions like social networking sites (Facebook) and video sharing sites (YouTube). These new opportunities were used by most of the candidates in the 2008 presidential election. The later US President Barack Obama as well as his internal opponent Hillary Clinton made use of the internet to spread their political messages and address especially the younger voters. A study that was conducted by the Pew Internet & American Life Project during the 2008 election campaign proved that 40% of all adults accessed information about politics on the internet. It also showed that “viewers of politically relevant YouTube videos ha[d] become a key part of at least some campaign events” (Rainie, Smith 2008). In 2008, the online world was not new to most people, but it was used as a major propaganda tool by most politicians and their campaign teams for the first time. In the Democratic primary elections several candidates did not announce their candidacy in the traditional press but online. On July 23, 2007, the first ever political debate took place on YouTube.
Table of Contents
1. Introduction
2. The YouTube-ification of Politics
2.1 YouTube – Development of an Online Phenomenon
2.2 YouTube’s Influence in Politics
3. Case Study
3.1 Obama Girl’s “Crush on Obama”: Amateur Cult at its Best
3.2 Official Reactions
3.3 Reactions on the YouTube Message Board
3.4 Viral Reactions
4. YouTube as a Factor of Change in Political Campaigning
5. Conclusion
6. YouTubeOlogy
Objectives and Research Focus
This paper examines the transformative impact of the video-sharing platform YouTube on political campaigning, specifically focusing on the 2008 US presidential election. It investigates how citizen-produced content, often satirical in nature, intersects with professional political communication and whether this phenomenon represents a radical shift in democratic participation or merely a supplement to traditional propaganda methods.
- The evolution of YouTube as a dominant platform for political expression.
- The role of user-generated content and "prosumerism" in political discourse.
- A detailed case study of the viral video "Crush on Obama."
- Analysis of audience engagement and interactivity through YouTube message boards.
- The influence of amateur political videos on campaign strategies and public perception.
Excerpt from the Book
3.1 Obama Girl’s “Crush On Obama”: Amateur Cult at its Best
One of the most popular and well-known citizen-produced YouTube videos referring to Barack Obama and his election campaign is Obama Girl’s “Crush on Obama.” This video was uploaded on YouTube in June 2007 and immediately became popular among internet users. The video features a song called “Crush on Obama” performed by a very attractive woman called Obama Girl. Obama Girl was embodied by Amber Lee Ettinger, a model and student of fashion design from New York (Flam, Rost 2010: 224). Ettinger played Obama Girl in the video and lip-synched the song, which was sung by Leah Kauffman. Ben Relles, a 32-year-old political satirist, invented Obama Girl and created a YouTube channel called barelypolitical.com, which became immensely popular after the upload of “Crush on Obama.” According to Ettinger and Relles, the video and the YouTube channel were originally meant to be satires of American politics and not connected to Obama’s election campaign (Flam, Rost 2010: 224). While Hillary Clinton was holding a campaign song contest on her website, Relles just wanted to publish a funny song dealing with Hillary’s opponent Barack Obama (Tapper 2007). However, the video which shows Obama Girl adoring and flirting with Barack Obama, was viewed by millions of users after its publication on YouTube. By now, September 20, 2011, the video has been viewed 23,249,210 times and it is said to have helped Barack Obama in his race for the US presidency. In order to understand the video “Crush on Obama”, one has to analyze its musical, textual and visual characteristics.
Summary of Chapters
1. Introduction: This chapter introduces the "visual turn" in presidential rhetoric and frames the rise of YouTube as a pivotal development in modern political communication and internet culture.
2. The YouTube-ification of Politics: This section explores the historical development of YouTube and analyzes its growing influence on political discourse and campaign strategies during the 2008 election.
3. Case Study: This chapter conducts a deep analysis of the "Crush on Obama" video, evaluating its musical, textual, and visual elements, official responses, audience reactions on message boards, and subsequent viral spinoffs.
4. YouTube as a Factor of Change in Political Campaigning: This chapter discusses the implications of prosumerism and viral media, debating whether these tools democratize politics or reinforce existing power structures and stereotypes.
5. Conclusion: The paper concludes that while the online world is complex and unpredictable, YouTube has undeniably provided new, unconventional avenues for political influence that focus more on personal characteristics than traditional programs.
6. YouTubeOlogy: This section provides a comprehensive list of all YouTube videos referenced throughout the paper.
Keywords
YouTube, political campaigning, Barack Obama, 2008 US presidential election, citizen-produced content, grassroots activism, viral video, digital propaganda, prosumerism, political satire, online discourse, Obama Girl, social media, media convergence, political communication.
Frequently Asked Questions
What is the core subject of this research paper?
The paper explores the impact of YouTube and user-generated online videos on political campaigning, using the 2008 US presidential election as its primary case study.
What are the central themes discussed in this work?
Key themes include the rise of digital "prosumerism," the intersection of grassroots activism with professional political propaganda, and the role of parody in shaping public perception of political candidates.
What is the main objective of this study?
The objective is to determine whether the use of amateur videos on YouTube represents a fundamental change in how politics are conducted and how voters are mobilized.
Which scientific methodology is employed?
The author uses a qualitative case study approach, analyzing a specific viral video ("Crush on Obama") through its musical, textual, and visual characteristics, complemented by an analysis of viewer comments.
What content is covered in the main section of the paper?
The main section includes an exploration of the YouTube platform, a detailed breakdown of the "Crush on Obama" video, an investigation into audience responses via message boards, and a discussion on broader political implications.
Which keywords best characterize this work?
The work is characterized by terms such as political campaigning, Barack Obama, citizen-produced content, viral video, political satire, and digital propaganda.
How does the "Crush on Obama" video exemplify the author's argument?
It serves as a prime example of how content created for entertainment or satire can unintentionally become a significant, albeit unofficial, tool for political propaganda, reaching millions of viewers.
What conclusion does the author reach regarding YouTube's role in politics?
The author concludes that YouTube has introduced new, subtle, and powerful forms of influence that focus on the personal branding of candidates, making modern campaigning less predictable and more dependent on citizen-driven content.
- Citation du texte
- Anna Poppen (Auteur), 2011, "Crush on Obama." A Case Study on the Impact of YouTube-Videos on Political Campaigning, Munich, GRIN Verlag, https://www.grin.com/document/274673
