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Alternative Online Videos in the 2008 U.S. Presidential Election: Multiple Mix of Media Attributes Approach to Grassroots Mobilization
Abstract
This chapter examines a new form of popular political mobilization–online videos. Revising a “mix of attributes approach” to media effects (Eveland, 2003), grassroots participation is included as the Internet’s new attribute, which renders a more sociopolitical impact of the medium. Furthermore, to examine its sociopolitical impact, the author suggests a “multiple” mix of attributes approach, which considers extrinsic attributes of audiences’ media consumption contexts as well as intrinsic attributes of media configurations. In this regard, the author examines the grassroots participation attribute by interrogating how ordinary people participate in an online public sphere (www.dipdive.com) where they shared and reinforced their support for Obama by producing alternative videos. When it comes to the importance of individuals’ critical appropriation of the Internet for political participation, through alternative video production, the potential of transformative human agency by shaping personal narratives toward a better future is realized. In online videos for the Obama campaign, identity politics and the democratization of campaign leadership as extrinsic attributes are enhancing the Internet’s network politics for political mobilization. Nevertheless, there is ambivalence of online video’s practical impact on society depending on each user’s specific motivations and objectives of using it as seen in many cases of destructive, anti-social deployment of the Internet throughout the globe. Therefore, as an educational initiative to implement the multiple mixes of media attributes approach, this chapter concludes by proclaiming that it is a crucial issue for critical pedagogy practitioners to envisage Feenberg’s (2002) “radical philosophy of technology” which demands individuals’ active intervention in shaping technologies’ social applications, as well as its redesign for a more egalitarian purposes. With critical media pedagogy as a premise of the strategic deployment of new media technologies for social change, common people can become leaders of democratic, grassroots political mobilization as well as active, popular pedagogues by producing alternative online videos.
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