Appealing to the YouTube voter [electronic resource] : 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 cinéma vérité 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. 

Ämnesord

Political campaigns  -- United States. (LCSH)

Presidents  -- United States -- Election. (LCSH)

Internet advertising  -- Political aspects. (LCSH)

campaign advertising 

political campaign 

YouTube 

internet advertising 

YouTube posts 

2008 Presidential Campaign 

Personnamn

Obama, Barack, 1961-

Institutionsnamn

YouTube (Firm)

Indexterm och SAB-rubrik

Barack Obama campaign advertising political campaign YouTube internet advertising YouTube posts 2008 Presidential Campaign