Last updated: April 4, 2012 - 10:23am
Campaign videos uploaded to YouTube tend to be more positive than traditional television ads, particularly in the United States. "YouTube videos are more positive than TV advertisements because they are more narrowly targeted to the highly informed, highly motivated, usually supportive people who view a candidate's online videos.," according to the report released by the Brookings Institution.
The study was conducted by Rob Salmond, an assistant professor of political science at the University of Michigan. The study examined 3,118 YouTube videos uploaded by 72 parties in 12 countries and found videos posted only to YouTube tended to be more positive than those that appeared on both television and the video sharing site. One reason for the differences in tone between the two mediums is that watching a campaign video on YouTube requires more action by a user than watching a political ad on TV, the study found. Plus, it costs next to nothing to post YouTube videos, so they can be longer and more detailed than TV ads, which need to make a quick and often negative point.
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