Politics and the internet. There are two main points to consider when discussing this “new phase in political communication” (Farrell and Webb 2000; Norris 2000, in Gibson and Ward 2002, 99). Firstly why has there been such a push in recent years for virtual campaigning, and secondly what are the relevant issues to creating a successful e-campaign? This blog will focus mainly on political campaigns and the use of YouTube.
As mentioned previously, the phenomenon Web 2.0 has enabled a participatory culture (Jenkins 2006), from which a number of subcultures have emerged (Bruns 2008). While I often think of subcultures as those who listen to the same music or like Latin dancing, subcultures can also include political parties or factions, able to get their message across on a cheap and flexible forum (Bruns 2008). Not only do parties have access to this online forum, the internet allows political parties to access certain demographics that may be harder to reach through more traditional methods. “Narrowcasting” (Gibson and Ward 2002, 102) can be used to target segments such as youth who are more accessible through the internet (Norris 1998, 1999, in Gibson and Ward 2002, 102).
Saunders explains that the success of the internet lies in the “broadening of political perspectives, broadening of contributors [and the] broadening of styles” (2008). Gibson and Ward claim its success in that the internet allows parties “twenty-four-hour access and instant updating [it] also allow[s] for the continuous distribution of campaign news and rapid rebuttal of opponents’ attacks” (2002, 102). Either way you look at it, the internet has the potential to be a highly successful communication tool if used efficiently and effectively.
There are two examples of virtual campaigning on YouTube I will focus on: John Howard and Barack Obama. The success of these campaigns has been under serious public scrutiny. Howard posted a video on YouTube in July 2007 tackling the issue of climate change. The video (below) was received with mixed reviews. Some believed this was an effort to counter claims that Howard was “getting on and out of touch” (Bannerman in Tobin 2007). Others believe it was simply the right message on the wrong forum (Tobin 2007). I agree with the latter. To me, Howard looks uncomfortable in this medium, and as an internet user pointed out “YouTube is meant to be some funny videos, but not some serious thing” (Tobin 2007). Within hours of the original posting users got their "funny videos" as thousands of spoofs began to emerge (see Clarke and Dawe below). Lorann Downer, campaign speech writer for the Queensland Government, states Howard was attempting to bring an "old product into a new environment" (2008). This, she explains, is probably why he had little success. With this in mind overall I think it was a valiant effort, but probably damaged his credibility within the youth demographic, more than it helped his campaign.
John Howard’s 2007 YouTube Campaign
Spoofs Clarke and Dawe: YouTube spoof
Applying the same logic, Barack Obama brings a new product to a new environment, successfully promoting his 2008 campaign for American president on YouTube. In my opinion his most mentionable video was a video called “Yes we can”, featuring a number of celebrities supporting his campaign.
“Yes we can”: Barack Obama
Unlike Howard’s campaign Obama does not directly speaking to his audience, rather he relies on an emotive appeal with an entertainment value. As an avid supporter of Barack Obama, I was thrilled to see how well this emotive and effective piece of communication was received in the wider community. A comparison of both campaigns demonstrates that while the internet is a growing platform for promotion of political messages, it is neither a simple nor always effective communication avenue.
Bruns, A. 2008. KCB201 Virtual Cultures: Week 6 Podcast, Online Communities. http://blackboard.qut.edu.au/webapps/portal/frameset.jsp?tab=courses&url=/bin/common/course.pl?course_id=_29175_1 (accessed April 24, 2008).
Downer, L. 2008. KCB302 Political Communication: Week 10 Lecture, Political Campaigning. http://blackboard.qut.edu.au/webapps/portal/frameset.jsp?tab=courses&url=/bin/common/course.pl?course_id=_29177_1 (accessed May 12, 2008).
Gibson, R. K. and S. Ward. 2002. Virtual Campaigning: Australian Parties and the Impact of the Internet. Australian Journal of Political Science 37 (1): 99-129. http://web.ebscohost.com.ezp02.library.qut.edu.au/ehost/pdf?vid=2&hid=105&sid=7fb71dd8-b37b-484b-bfa2-b7a18826f587%40sessionmgr109 (accessed April 24, 2008).
Jenkins, H. 2006. Confronting the Challenges of Participatory Culture: Media Education for the 21st Century (Part One). http://www.henryjenkins.org/2006/10/confronting_the_challenges_of.html (accessed April 24, 2008).
Saunders, B. 2008. KCB201 Virtual Cultures: Week 4 Lecture, Cultural Diversity Online. http://blackboard.qut.edu.au/webapps/portal/frameset.jsp?tab=courses&url=/bin/common/course.pl?course_id=_29175_1 (accessed April 24, 2008).
Tobin, M. 2007. PM: Howard joins YouTube generation. http://www.abc.net.au/pm/content/2007/s1981103.htm (accessed April 24, 2008).
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This was a particularly interesting post and for the most part a well thought out and relevant piece. I’m not in total agreement with some of the conclusions you have drawn, namely, that politicians would be ill-advised to employ Howard’s straight talking techniques and rely more on emotional resonance. I think online political campaigning is too new an initiative to be able to draw any such conclusions and what limited evidence that does exist does not seem to back up that theory. For Kevin Rudd, who of course went on to win the election, also employed the use of a YouTube video that was much the same stylistically as Howard’s. Barack Obama too has not been completely reliant on emotive videos and has released various ‘straight talking’ videos of his own.
A number of politicians across the world have spoken out about the advantages of online campaigning citing that it gives them “a chance speak directly to their constituents and potential supporters” (Hendry, 2007). This ability to appear to be speaking directly to individual voters is further evidence of the empowerment people are gaining through interactive technologies and I suspect that the direct, fact over entertainment addresses will continue to be a weapon in the political arsenal.
Hendry, A. 2007. Google Throws Hat into Election 07: Gives Pollies, Voters a Voice Computer World
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