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Controlling the MessageNew Media in American Political Campaigns$
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Victoria A. "Farrar-Myers and Justin S. Vaughn

Print publication date: 2015

Print ISBN-13: 9781479886357

Published to NYU Press Scholarship Online: September 2016

DOI: 10.18574/nyu/9781479886357.001.0001

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The Competition to Control Campaign Messages on YouTube

The Competition to Control Campaign Messages on YouTube

(p.74) 4 The Competition to Control Campaign Messages on YouTube
Controlling the Message

Robert J. Klotz

NYU Press

This chapter focuses on the efforts of political candidates to control the campaign message via online videos on YouTube. To understand how video messages are controlled using new media, the YouTube presence of congressional and presidential candidates in the 2012 election is analyzed. The chapter first provides an overview of the competition among candidates, political parties, and interest groups to control the message sent to voters during election campaigns before discussing how effective candidates were at controlling their video messages in the 2012 election. It shows that elite communicators are able to maintain a privileged position but face more competition on YouTube than on broadcast television, especially from ordinary citizens who are able to make substantive contributions to political messages.

Keywords:   political candidates, online videos, YouTube, video messages, new media, election campaigns, broadcast television, political messages

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