Youtube videos as a tool for political communication
With accurate content and strategy, YouTube videos possess a potential that should not be underestimated whether for mobilization, for the election campaign, or for information.
YouTube has established itself as a near-monopoly for moving images on the internet.
Public relation: YouTube can be used to address voters directly
For example, the federal government uses YouTube to directly address voters. Angela Merkel addresses viewers regularly in clips, in order to explain the positions of the Federal Government on a particular topic. Against an altering background such as conference room, German and European flags, the Chancellor holds her speech with subtitles, which she reads from the teleprompter classically. A square image, network-friendly format is designated also acknowledged as the “Instagram video format”. It is difficult to make a statement regarding their success as the videos were created for numerous platforms. However, they usually only get a few thousand views on YouTube.
This highlights a problem that is prevalent among political figures in social media. It is said that social media offers are “emotional media”. Politicians have to challenge the balancing act between an attractive form of presentation and factual politics. Common ways to make a video more attractive are to do fast music and fast cuts. These are videos can be easily converted to Youtube mp4.
The videos of the chancellor do without both. The videos escape from any risk by sticking to the tested and tried ways of presentation. However, they do not receive any exceptional attention. Seemingly, however, the purpose is not to reach as many individuals as possible – but the right people. Central statements are taken up regularly and quoted in numerous media with reference to the videos.
The limits of the YouTube format for political news
YouTube has been used to bring out its own videos in the form of news items for a short time. The role of the journalist as doorkeeper is purposely called into question. Critical inquiries and classifications are not required.
Regardless of the purpose, they want to go after, what all political YouTube videos have in common is that they compete for the attention of users on the channel with comedy, information articles and tutorials.