Differing Uses of YouTube During the 2008 U.S. Presidential Primary Election
Electronic News Journal
YouTube, 2008 presidential primary elections, interactive media
Communication | Other Communication
In this uses and effects study, we explored YouTube use during the 2008 U.S. presidential primaries. Survey results suggested that traditional news sources (i.e., network television) were the source of content most often accessed on YouTube for political information. Participants used YouTube predominantly for habitual entertainment and information-seeking purposes. But there was a strong relationship between political surveillance motivation and watching news, political ads, direct-to-camera videos, and campaign ads, suggesting YouTube could be a significant medium in future elections.
Hanson, Gary L.; Haridakis, Paul M.; and Sharma, Rekha (2011). Differing Uses of YouTube During the 2008 U.S. Presidential Primary Election. Electronic News Journal 5(1), 1-19. doi: 10.1177/1931243111398213 Retrieved from http://digitalcommons.kent.edu/commpubs/6