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Appealing to the YouTube Voter: An Analysis of Barack Obama's 2008 Presidential Campaign Advertisements on YouTube
| Content Provider | Semantic Scholar |
|---|---|
| Author | Bernard, Nicholas Andrew |
| Copyright Year | 2009 |
| Abstract | APPEALING TO THE YOUTUBE VOTER: AN ANALYSIS OF BARACK OBAMA‟S 2008 PRESIDENTIAL CAMPAIGN ADVERTISEMENTS ON YOUTUBE by Nicholas Andrew Bernard Verbal, nonverbal, and production qualities of Barack Obama‟s 2008 YouTube advertisements were examined using the videostyle method of analysis. The results of this analysis revealed that the advertisements featured a natural manner of speaking, used an informal setting, a cinema verite production style, and focused on Obama supporters. Together these findings suggest that the advertisements add more transparency to the campaign. Other qualities of the advertisements included a positive message, pop or rap music, and motivated the audience to act. These findings help explain the interplay between the YouTube pull medium and campaign advertisements. APPEALING TO THE YOUTUBE VOTER: AN ANALYSIS OF BARACK OBAMA‟S 2008 PRESIDENTIAL CAMPAIGN ADVERTISEMENTS ON YOUTUBE |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://etd.ohiolink.edu/!etd.send_file?accession=miami1259685061&disposition=attachment |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |