Welcome to the InfoSci Platform
Reference Hub2
Deleveraging Creative Capital: A Decade of YouTube Campaigning

Deleveraging Creative Capital: A Decade of YouTube Campaigning

Robert John Klotz
Copyright: © 2019 |Volume: 10 |Issue: 1 |Pages: 11
ISSN: 1947-9131|EISSN: 1947-914X|EISBN13: 9781522566281|DOI: 10.4018/IJEP.2019010101
Cite Article Cite Article

MLA

Klotz, Robert John. "Deleveraging Creative Capital: A Decade of YouTube Campaigning." IJEP vol.10, no.1 2019: pp.1-11. http://doi.org/10.4018/IJEP.2019010101

APA

Klotz, R. J. (2019). Deleveraging Creative Capital: A Decade of YouTube Campaigning. International Journal of E-Politics (IJEP), 10(1), 1-11. http://doi.org/10.4018/IJEP.2019010101

Chicago

Klotz, Robert John. "Deleveraging Creative Capital: A Decade of YouTube Campaigning," International Journal of E-Politics (IJEP) 10, no.1: 1-11. http://doi.org/10.4018/IJEP.2019010101

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

The purpose of this research is to improve understanding of how democratized video technology is changing the market for video communication during political campaigns. The same content analysis methodology was applied to United States senate campaign YouTube videos during both the 2006 election when YouTube first made its mark on politics and the 2016 election a decade later. The evidence does not support the theory that democratized video technology will produce new winners communicating in new ways about political campaigns. The 2016 election was marked by a slight increase in the proportion of repurposed television ads compared to the 2006 election. Over the course of its first decade, the market for political campaign communication on YouTube has increasingly struggled to attract investors of creative capital.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.