Politics as Usual? When and Why Traditional Actors Often Dominate YouTube Campaigning
This research explores the extent to which YouTube helps democratize campaigns by allowing nontraditional political actors to be heard. We examine political advertisements posted on YouTube in races for the U.S. Senate in 2010. We find that ads posted by citizens and quasi-political organizations ar...
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Published in | Journal of information technology & politics Vol. 12; no. 3; pp. 237 - 251 |
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Main Authors | , , , |
Format | Journal Article |
Language | English |
Published |
Routledge
03.07.2015
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Subjects | |
Online Access | Get full text |
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Summary: | This research explores the extent to which YouTube helps democratize campaigns by allowing nontraditional political actors to be heard. We examine political advertisements posted on YouTube in races for the U.S. Senate in 2010. We find that ads posted by citizens and quasi-political organizations are viewed just as often as ads sponsored by some traditional electoral actors, such as parties and interest groups, but that ads sponsored by candidates are most likely to be viewed. However, news media coverage of ads posted online by nontraditional actors is dwarfed by coverage of traditional television advertisements. |
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Bibliography: | ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 23 |
ISSN: | 1933-1681 1933-169X |
DOI: | 10.1080/19331681.2015.1050750 |