Sources and Formats of Campaign Information on YouTube

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Author(s): Robert Klotz (University of Southern Maine, USA)
Copyright: 2014
Pages: 14
Source title: Political Campaigning in the Information Age
Source Author(s)/Editor(s): Ashu M. G. Solo (Maverick Technologies America Inc., USA)
DOI: 10.4018/978-1-4666-6062-5.ch009

Keywords: Information Science Reference / Political Science / Social Sciences & Humanities

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Abstract

This chapter empirically, longitudinally, and systematically examines U.S. Senate campaign information on YouTube over three election cycles. The Internet broadcast yourself world of YouTube offers some sharp contrasts to the television broadcast world. Unlike on television, candidates and the traditional news media are being challenged by citizens in shaping their video presence on YouTube. Interest groups that leverage financial resources to force viewers to watch broadcast advertisements are marginalized on YouTube where accidental exposure is limited. While the broadcast world converges on a few video formats, YouTube campaign videos exhibit substantial diversity of format.

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