Communicating with Voters on YouTube: Content Analysis of the Relationship Between Advertisement Message Characteristics and Viewers’ Responses
| Autor: | Harsandaldeep Kaur, Seerat Sohal |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Organizational Behavior and Human Resource Management
business.industry 05 social sciences 050801 communication & media studies Advertising Political communication 0506 political science Politics 0508 media and communications Content analysis Political science Industrial relations 050602 political science & public administration The Internet Social media Business and International Management business ComputingMilieux_MISCELLANEOUS |
| Zdroj: | Management and Labour Studies. 44:17-35 |
| ISSN: | 2321-0710 0258-042X |
| DOI: | 10.1177/0258042x18822901 |
| Popis: | The present study is an endeavour to broaden the research on the use of social media websites in political campaigns beyond the ambit of developed countries. This article focuses on scrutinizing the role of YouTube during 2014 Indian Parliamentary elections—the first ‘social media’-based elections in India. The methodology of data collection incorporates the content analysis of 147 YouTube-based audio–visual political advertisements, associating the message characteristics (natures, types and appeals) with message reach (number of views) and viewer engagement (types of comments). The results reveal the failure of the viewers to recognize the association between message reach and viewers’ engagement with message characteristics, confirming the ‘marginal’ use of YouTube. However, the study recommends the incorporation of contemporary, Internet-based social media advertising tools along with the traditional tools in the future political marketing campaigns. This article is instrumental for political marketers and consultants in devising political marketing strategies. |
| Databáze: | OpenAIRE |
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