July 10, 2007
Out to capture hearts and minds on YouTube
A must read from The Guardian, a lengthy and thorough article dissecting how YouTube is impacting the US presidential elections.
Excerpts: "During the last presidential election, bloggers were the new digital phenomenon; now YouTube has taken precedence, and it has the potential for much more dramatic effect.
Because its content is largely unregulated it has come into its own by giving citizens an outlet and a function. Where blogs offer commentary, video-sharing provides a way for anyone to judge a candidate for themselves, with their own eyes.
... The media research firm PQ Media, which has reported that campaigns spent US$29 million ($37 billion) on web ads and email marketing in 2004, now estimates that the 2008 figure could reach US$80 million. But even that figure is perhaps less relevant than the advent of the random element - the impact of the web activity that candidates don't pay for.
"What the internet has done," says Andrew Rasiej, co-founder of TechPresident.com, a new website designed to track the 2008 candidates' use of the internet encapsulating the change, "is it's taken the conversations over the backyard fence, or around the water cooler, and put them on steroids"
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