Yes I Can!

Throughout the recent presidential race between Obama and McCain the influence of websites like Youtube became very evident. Angelo Fernando writing for ‘Communication World’ stated “During the last few months of the presidential campaign, the videos became more creative. Ordinary people came up with powerful messages rivaling those created by advertising and PR agencies.” Because Youtube allows for the mass viewing of personal content, individuals who supported a particular candidate were able to create their own videos to help their cause. The best known ads have been mash-ups of existing presidential ads, as well as new videos consisting of personal video and photographs. Youtube was also used to defame these individuals, like the video of specific McCain blunders. This type of exposure would be nearly impossible with old forms of media like television because of the cost. 

Obama established a proactive Youtube campaign, which consisted of massive exposure and creative videos including many celebrities. The video seen here is a mash-up created by Will-I-am from the Black Eyed Peas and an Obama speech. This video has been viewed more than 10 million times, and the number of posts on it exceeds the amount of viewers of some television ads. Fernando stated “Barack Obama is soon to become the first social media president of the United States, and a lot of credit should go to his campaign’s YouTube strategy.” I believe Obama made a very intelligent move by recognizing the potential of new media for gaining exposure, and exploiting it to the fullest extent. In order to remain competitive you need to adapt to recent trends in society.

Fernando, Angelo (2009).he revolution will be mashed up (and uploaded to YouTube). Communication World. 26.