Television vs. YouTube: political advertising in the 2012 presidential election
Television vs. YouTube: political advertising in the 2012 presidential election
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电视与 YouTube：2012 年总统选举中的政治广告
DOI：
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发表时间：
2018
期刊：
影响因子：
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通讯作者：
Travis N. Ridout
中科院分区：
文献类型：
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作者：
Porismita Borah;E. Fowler;Travis N. Ridout
摘要很少有研究对YouTube上的政治内容进行研究，特别是与传统电视节目进行比较。依靠观众和平台为基础的理论，我们发展的期望之间的差异在网上发布的政治广告和电视上播出的内容。我们使用内容分析来比较2012年总统竞选的在线政治广告和电视政治广告，依赖于YouTube和卫斯理媒体项目的数据。我们发现，负面广告更有可能是由团体赞助的，而不是电视和YouTube上的候选人。在线广告不那么负面，也不那么关注政策。通过比较上传到YouTube的电视广告和仅在YouTube上制作的广告，我们发现这两种类型的收视率没有差异，但在线广告更有可能被分享。
ABSTRACT Few studies have examined political content on YouTube, especially in comparison to the traditional television spots. Relying on both audience- and platform-based theories, we develop expectations of differences in content between political ads posted online and aired on television. We use content analysis to compare both online political ads and televised political ads from the 2012 presidential campaign, relying upon data from YouTube and the Wesleyan Media Project. We find that negative ads are more likely to be sponsored by groups than candidates on both television and YouTube. Online ads are less negative and less policy focused. By comparing ads made for TV uploaded to YouTube and those only on YouTube, we find that there is no difference in viewership between the two types, but online ads are more likely to be shared.