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Appealing to the YouTube Voter: An Analysis of Barack Obama's 2008 Presidential Campaign Advertisements on YouTube

Bernard, Nicholas Andrew
http://rave.ohiolink.edu/etdc/view?acc_num=miami1259685061

Abstract Details

2009, Master of Arts, Miami University, Speech Communication.
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.
Stephanie Rollie, PhD (Committee Chair)
Todd Holm, PhD (Committee Member)
Robert Friedenberg, PhD (Committee Member)
81 p.
Communication; Political Science
Barack Obama; campaign advertising; political campaign; YouTube; internet advertising; YouTube posts; 2008 Presidential Campaign

Recommended Citations

Citations

  • Bernard, N. A. (2009). Appealing to the YouTube Voter: An Analysis of Barack Obama's 2008 Presidential Campaign Advertisements on YouTube [Master's thesis, Miami University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=miami1259685061

    APA Style (7th edition)

  • Bernard, Nicholas. Appealing to the YouTube Voter: An Analysis of Barack Obama's 2008 Presidential Campaign Advertisements on YouTube. 2009. Miami University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=miami1259685061.

    MLA Style (8th edition)

  • Bernard, Nicholas. "Appealing to the YouTube Voter: An Analysis of Barack Obama's 2008 Presidential Campaign Advertisements on YouTube." Master's thesis, Miami University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=miami1259685061

    Chicago Manual of Style (17th edition)

miami1259685061
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© 2009, all rights reserved.
This open access ETD is published by Miami University and OhioLINK.