Public Opinion on YouTube

Abstract

From the communication methods to the candidates on the ballot, the 2008 presidential campaign was revolutionary. Communicating party platforms went beyond traditional media to include social media and online video services such as YouTube. These communication methods provide an opportunity to examine public feedback on candidates that ranged widely in age, race, gender, and experience. This study seeks to analyze comments posted on YouTube as a form of public opinion and determine their content and frame of reference in response to vice-presidential nominee Sarah Palin’s acceptance speech at the Republican National Convention. The Functional Theory of Political Discourse is used as a means to reveal prominent framing strategies. Results indicate a majority of YouTube user comments were negative, focused on the present, and utilized the attack function. Character also emerged as a dominant issue in campaign discussion.