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  • Role of the New Media in the USA and Great Britain Election Campaigns of 2010 – 2012 by Example of Youtube Vids

Role of the New Media in the USA and Great Britain Election Campaigns of 2010 – 2012 by Example of Youtube Vids

Student: Luk`yanenko Svetlana

Supervisor: Oleg N. Kashirskikh

Faculty: Faculty of Politics

Educational Programme: Master

Final Grade: 7

Year of Graduation: 2014

In the research the potential of new media use is analyzed on the example of Youtube videos use in political PR of election campaigns in the modern democratic developed countries. The research question of the work sounds as follows: whether the use of new media in political PR really conducts to encouragement of democratic dialogue and equalizes chances of unequal political participants of a victory in elections? The hypothesis of the research sounds as follows: the use of new media in political PR doesn't equalize chances of candidates but it’s a competitive advantage of liberal political forces with orientation to young electorate with a high education level. The purpose of the work is to define the preferences and valuable expectations of participants of political communication in the Internet. Tasks which were set during the research: 1) to consider a role of new media in modern political space, 2) to analyse perception by various groups of liberal and conservative-minded voters of information broadcast by politicians through new media in the course of political PR campaigns, 3) to consider the use of Youtube videos in the practical cases of election campaigns of Great Britain and the USA of 2010 and 2012, 4) to analyze the efficiency of new media use by various political forces. The results of the work are the following: as both the Internet as a whole and new media and Youtube in particular are a communication medium with the audience who has certain valuable references, age and is belonging to certain social groups, Youtube use in election campaigns is unequally effective for representatives of liberal and conservative political forces. New media don't equalize chances for a victory in elections of candidates with a different set of economic, social and other resources as voters cannot be subject to influence of these new media owing to their life priorities. Use of new media, the Youtube video channel in particular in political PR is most of all actual for the candidates who are oriented on liberal, opened to new trends, having an active position, optimistically looking at political changes and educated electorate of youth and middle age. All in all, Youtube use in political PR encourages democratic dialogue, improves the representation of interests, increases knowledge, civil activity, participation in political life.

Full text (added May 15, 2014) (1.68 Kb)

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