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Sources and Formats of Campaign Information on YouTube

Sources and Formats of Campaign Information on YouTube

Robert Klotz
Copyright: © 2014 |Pages: 14
ISBN13: 9781466660625|ISBN10: 1466660627|EISBN13: 9781466660632
DOI: 10.4018/978-1-4666-6062-5.ch009
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MLA

Klotz, Robert. "Sources and Formats of Campaign Information on YouTube." Political Campaigning in the Information Age, edited by Ashu M. G. Solo, IGI Global, 2014, pp. 165-178. https://doi.org/10.4018/978-1-4666-6062-5.ch009

APA

Klotz, R. (2014). Sources and Formats of Campaign Information on YouTube. In A. Solo (Ed.), Political Campaigning in the Information Age (pp. 165-178). IGI Global. https://doi.org/10.4018/978-1-4666-6062-5.ch009

Chicago

Klotz, Robert. "Sources and Formats of Campaign Information on YouTube." In Political Campaigning in the Information Age, edited by Ashu M. G. Solo, 165-178. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6062-5.ch009

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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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