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Web As "The New TV"
In the early days of American politics, the most important medium for both the candidates and the voters was the newspaper. By 1960, when John Kennedy debated Richard Nixon on live television, TV was taking over. Now, in the 21st century, the Internet is quickly gaining ground as a powerful new medium for both politicians and citizens alike.
Cheap Video
For half a century, the television commercial has been a major tool for candidates. Even a 15-second advertisement can deliver pictures and words that pack a punch. But TV ad time is very expensive, and buying spots on popular shows can quickly drain a candidate’s “war chest” of money. Luckily, video on the Web is still mostly free, and a political ad posted on a site like YouTube.com reaches millions of online viewers who can watch it as many times as they want. Even better, those viewers can e-mail the link to their friends! This trend is on a steep rise: by June 2008, 35% of Americans had watched online video related to the November election.*
“Viral” Clips
Of course, if Web video can help a candidate, it can also hurt. A generation ago, if a candidate tripped over a chair, or flubbed a line in a speech, the clip would be shown a few times on the TV news and maybe inspire some jokes on the late-night shows. But thanks to video hosting sites and e-mailed clips, those embarrassing moments can be viewed forever. If a candidate gets caught saying a naughty word on camera, you can bet it’ll be a hit clip on the Web for a long time to come!
Voter-Made Video
Some voters aren’t content to just watch election ads…they make them! Just as bloggers write articles about their candidates and issues, amateur ad-makers create video spots that champion one candidate or make fun of another. Many spoof popular campaign ads with homemade parodies, going for laughs while making a political point. Producing these videos is cheap, and the Web makes it easy for voters to see them. This ability to “answer back” with your own ad was impossible in the pre-Internet era…unless, of course, you owned a TV station.
*All statistics are taken from “The Internet and the 2008 Election” a study by the Pew Internet & American Life Project.
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