File(s) under permanent embargo

YouTube e civic commercial engagement. Il caso Obama Girl e Barely Political

journal contribution
posted on 01.01.2009, 00:00 authored by Matteo VerganiMatteo Vergani
Interesting new forms of communication crossed Obama’s political campaign, especially in the Web 2.0 environment. This paper analyzes the phenomenon of Barely Political’s YouTube videos. The main and most famous Barely Political’s character is Obama Girl, who gained a resounding success during all the stages of Obama’s campaign, both on the Web and other traditional media. This paper critically analyzes the communication of Barely Political, assessing its effectiveness and finding out a professional communicative strategy behind what several early observers defined as a Web 2.0 naïve amateur participation. This paper presents the outcomes of a field research on the first two years of Barely Political’s communication: from June 2007 to May 2009. The article takes into consideration all the 264 videos produced by the staff, paying attention not only to the content but also to the metadata (tags) and the paratextual information (views, comments, ratings, etc.). The outcomes lead the author to define Barely Political project as a form of civic commercial engagement, having both civic and commercial strategic goals.

History

Journal

Sociologia della comunicazione

Volume

40

Pagination

131 - 144

Publisher

Franco Angeli

Location

Milan, Italy

ISSN

1121-1733

Language

ita

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2009, FrancoAngeli

Usage metrics

Categories

Exports