YouTube as Alternative Television in Russia: Political Videos During the Presidential Election Campaign 2018

Abstract

Previous studies on “youtubification” of political communication (May, 2010) have largely focused on democratic contexts. This study aims at exploring the role of the global video-sharing platform in non-democratic political communication, using the example of the Russian presidential election of 2018. It draws on the qualitative content analysis of 169 political videos collected from the “Popular” section of Russian YouTube during the last 2 months of the presidential campaign. The results show that oppositional discourse dominated the most popular political videos of Russian YouTube and that pro-state actors tried to co-opt the platform, publishing videos made in amateur and semi-professional styles that imitated user-generated content. Drawing on the findings, I discuss the risks and benefits of YouTube publics for the Russian authoritarian regime and the role of social media platforms in consultative authoritarianism.