Since the Eisenhower vs. Stevenson campaign in 1952, politicians have been using video to promote themselves and their causes. Eisenhower's television spot included a catchy jingle and memorable lyrics.
Now, voters can view these advertisements at their leisure by simply visiting websites like YouTube.com and vimeo.com.
These mediums allow the audience to access the speeches and commercials at any time while also encouraging dialogue.
Accompanying each video is a comment board. Supporters and opponents alike can post their thoughts below the political advertisement.
On one video (below) posted by NYC Mayor, Mike Bloomberg, pro-baseball player Jorge Posada endorses the mayor’s run for re-election. YouTube.com community member, cypris2002 commented, “they pay people to endorse them bottom line politics is not for the people but for the top 1%” [sic].
In one way a website can allude to a candidate’s level of visibility. Bloomberg’s video with the highest number of views reached 59,000+, but the videos on the page of his challenger, Bill Thompson, top out at 1,218 views.
Official political videos are nowhere near the most popular use of YouTube. Parody clips, blooper reels, and music videos, make-up a large volume of YouTube and online video. Political parodies also contribute to online content.
Above, one YouTube user mock’s Bloomberg’s strategy on housing for homeless. The candidate is depicted as a joke. Some comments below the video came to Bloomberg’s defense saying his policy “encourages personal responsibility,” while others say he “sounds like a typical republican” [sic].
Sites like YouTube have the great ability to educate and reach a large population. Therefore, politicians, and their critics too, will continue to use online video in an effort to persuade voters.
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