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 Key Themes
This term paper aims to explore the impact of YouTube videos on political campaigning, specifically focusing on the 2008 US presidential election. It examines how YouTube evolved into a significant platform for political communication and analyzes its influence on political discourse and activism.
- The development of YouTube as an online phenomenon and its rapid growth.
- The impact of YouTube on political campaigning strategies and voter engagement.
- The role of user-generated content in shaping political narratives and debates.
- The analysis of a specific case study: "Crush on Obama" and its implications.
- The evaluation of YouTube as a transformative factor in political communication or simply an addition to traditional methods.
Chapter Summaries
1. Introduction: This introductory chapter establishes the context of the study by highlighting the evolving role of visual media in presidential rhetoric, from traditional television to the rise of the internet. It emphasizes the transformative impact of YouTube, particularly its influence on the 2008 US presidential election, where candidates utilized online platforms to reach voters. The chapter introduces the concept of the "YouTube-ification" of politics and sets the stage for a deeper exploration of this phenomenon, focusing on the 2008 election as a prime example of online political engagement.
2. The YouTube-ification of US Politics: This chapter delves into the origins and growth of YouTube as a platform, tracing its development from its inception in 2005 to its rapid expansion and integration into various aspects of society, including politics. It explains how YouTube's unique features, such as user-generated content and viral distribution, changed the landscape of political campaigning, enabling new forms of communication between candidates and voters. This section lays the groundwork for understanding the specific case study presented in the following chapter.
3. Case Study: This chapter presents an in-depth analysis of the YouTube video "Crush on Obama," a user-generated video expressing support for Barack Obama. It examines the video's impact, analyzing different reactions to it from official sources, online communities, and the wider public. By dissecting this single video's reception, the chapter provides insights into the complex interplay between user-generated content, political messaging, and viral spread within the YouTube ecosystem. It explores the multifaceted nature of the platform and the varied ways in which political discourse unfolds online.
4. YouTube as a Factor of Change in Political Campaigning: This chapter synthesizes the findings from the previous chapters to assess the overall impact of YouTube on political campaigning. It explores whether YouTube represents a fundamental shift in political communication or merely a supplemental tool within a broader, traditional framework. The chapter considers the implications of user-generated content and viral videos for campaign strategies, voter engagement, and the overall political landscape.
Keywords
YouTube, political campaigning, online video, user-generated content, viral marketing, 2008 US presidential election, Barack Obama, political communication, new media, internet culture, political propaganda, online activism.
Frequently Asked Questions: The YouTube-ification of US Politics
What is the main topic of this term paper?
This term paper analyzes the impact of YouTube videos on political campaigning, specifically focusing on the 2008 US presidential election. It examines YouTube's evolution into a significant platform for political communication and its influence on political discourse and activism.
What are the key themes explored in the paper?
The paper explores the development of YouTube as an online phenomenon, its impact on political campaigning strategies and voter engagement, the role of user-generated content in shaping political narratives, a case study of "Crush on Obama" and its implications, and an evaluation of YouTube's transformative role in political communication.
What is the significance of the 2008 US presidential election in this context?
The 2008 US presidential election serves as a prime example of online political engagement and is used as a case study to illustrate the impact of YouTube on political campaigning.
What is the "YouTube-ification of politics"?
This term refers to the significant shift in political communication and campaigning strategies due to the rise of YouTube and its unique features, such as user-generated content and viral distribution.
What is the "Crush on Obama" case study about?
This case study analyzes a user-generated YouTube video expressing support for Barack Obama, examining its impact, the reactions from official sources, online communities, and the wider public, and exploring the interplay between user-generated content, political messaging, and viral spread.
What are the key findings regarding YouTube's impact on political campaigning?
The paper assesses whether YouTube represents a fundamental shift in political communication or simply a supplemental tool. It considers the implications of user-generated content and viral videos for campaign strategies, voter engagement, and the overall political landscape.
What are the key words associated with this paper?
Key words include YouTube, political campaigning, online video, user-generated content, viral marketing, 2008 US presidential election, Barack Obama, political communication, new media, internet culture, political propaganda, and online activism.
What are the chapter summaries?
The paper includes chapter summaries covering the introduction, the YouTube-ification of US politics, the "Crush on Obama" case study, and YouTube's role as a factor of change in political campaigning. Each summary provides a concise overview of the chapter's content and findings.
What is the overall goal of this term paper?
The term paper aims to comprehensively explore the impact of YouTube on political campaigning, providing a structured analysis of its influence on political discourse and the changing nature of political communication.
- 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
