Deleveraging Creative Capital

Abstract

The purpose of this research is to improve understanding of how democratized video technology is changing the market for video communication during political campaigns. The same content analysis methodology was applied to United States senate campaign YouTube videos during both the 2006 election when YouTube first made its mark on politics and the 2016 election a decade later. The evidence does not support the theory that democratized video technology will produce new winners communicating in new ways about political campaigns. The 2016 election was marked by a slight increase in the proportion of repurposed television ads compared to the 2006 election. Over the course of its first decade, the market for political campaign communication on YouTube has increasingly struggled to attract investors of creative capital.

The popularity of Biden and Trump in the United States and Latin America during the 2020 campaign

“…We can also find out the correlation of the searches carried out between the United States and the countries analyzed. This information can help us understand which Latin American countries were most similar to the behavior of North American citizens during the 2020 electoral campaign, among other aspects.Likewise, several papers (Gueorguieva, 2007;Klotz, 2019;Golovchenko et al, 2020) have studied the influence of political videos on YouTube. These authors state that political content videos published on this social network have helped some politicians achieve high popularity ratings and also an increase in electoral results (Klotz, 2019).…”

“…This information can help us understand which Latin American countries were most similar to the behavior of North American citizens during the 2020 electoral campaign, among other aspects.Likewise, several papers (Gueorguieva, 2007;Klotz, 2019;Golovchenko et al, 2020) have studied the influence of political videos on YouTube. These authors state that political content videos published on this social network have helped some politicians achieve high popularity ratings and also an increase in electoral results (Klotz, 2019). Although there have been several recent studies on Donald Trump's popularity (Morris, 2017;Slutsky & Gavra, 2017;Minkus et al, 2018;Villa & Cerdán, 2020) and that of Joe Biden (Waisanen & Becker, 2015;Shumilina, 2020), there is no paper to date which compares the popularity of both candidates during the 2020 electoral campaign in the United States and most populated countries of Latin America.…”