Ask Not What YouTube Can Do For You
August 5, 2008 ‐ 3 comments

2000px-YouTube_logo_2013.svgIn this election year, the new media are emerging not just as democratic, but also as Democractic -- in the capital D sense.
The Obama campaign is using the internet as a resource like no other candidate has done before. These days, getting elected is a matter of knowing not only how to market a candidate but where: the medium matters.

Barack “Scarlett Johansson loves me” Obama and his supporters are reaching out to the young, hip market with endorsements like these from YouTube – one slightly more polished

(and considerably less obnoxious) than the other.

The whole fixation with media started with the advent of TV as a marketing tool, during the The Great Debate of 1960. To those who watched the presidential debate on TV, the green but exceedingly telegenic John F. Kennedy was deemed the winner by a landslide. Yet the verdict among those who heard the debate on the radio (but lacked visuals) was that Nixon prevailed.

Now, the candidate’s chosen medium has almost become a metaphor for his values. Whereas we equate Obama’s internet pre-eminence with novelty and innovation, McCain shows his alignment with the old school by sticking with the more traditional TV and radio.

It seems McCain even aims to subvert the positive connotations of internet marketing by evoking distrust in the medium as a breeding ground for those seeking instant fame but with minimal substance. In a recent TV ad, McCain goes so far as to equate his opponent with Hollywood bimbos like Britney Spears. Perhaps McCain forgot his own sterling endorsement from a similarly vapid quasi-celeb?

48 years later, is Obama the Millenials’ Kennedy ( young, handsome, relatively inexperienced, and dominating new media) to McCain’s Nixon (stodgy and rough around the edges)?

We’ll refrain from predicting a parallel outcome in this election, but we applaud Obama for embracing the gamut of media available to him. And as long as he doesn’t claim he invented it, he should fare better than the Dems’ 2000 candidate. Sorry, Al.

Tell your friends:
3 Comments >>
Drew
3
August 6, 2008 6:29 pm
Good comparison (great debate). McCain's stance should absolutely strengthen Obama's open arms approach to internet marketing. Not only is his target audience engaged, but sheer volume alone should be enough of a reason to utilize the internet and its far-reaching tenticles.
Bill Sellier
2
August 6, 2008 3:14 pm
After the election, it will be interesting to assess the impact of the internet on the outcome. The conventional wisdom today seems to be that the candidate who most effectively utilizes the internet may tip the balance in his favor....we'll see.
Glendora Campbell
1
August 6, 2008 11:33 am
My goodness. The second video is much like the video for the #3 song in the USA today: "I Kissed a Girl." Perhaps McCain should follow-up with his own UTube specials with lip synching and twitching senior citizens. Both the videos are too long. People don't have long attention spans any more, so less is better. It's inevitable that the internet will be a venue for electioneering. Your blog points out a truly important change in how to get elected. The Kennedy-Nixon debates on TV were riveting. Let's see how Obama & McCain do in their 3 meetings. Maybe there will be backup singers and undulating dancers to distract us.
 
 

Calling B.S.:
A Five-Part Series

BrandCulture’s thoughts on the conventional wisdom.

About BrandCulture Talk

At BrandCulture Talk, we don't stand on ceremony, celebrate conventional wisdom or honor sacred cows. Peruse cheers and jeers for the best, worst, oldest and very latest branding theory and practice...all with the assurance that every post here has passed our "Branding. Not Bull" promise. Won't you please join us and weigh in?

Subscribe to BrandCulture Talk
Twitter Feed
  • The RSS feed for this twitter account is not loadable for the moment.