Keeping up appearances

Abstract

The 2008 U.S. presidential candidates are increasingly placing video content on their official campaign websites. At this phase in the election campaign, over four hundred candidate web videos have been produced and published online. Candidate web videos have emerged as a significant force in U.S. political communication since the start of the 2008 primary campaign, but their usage as a campaign tool has not yet been examined in detail. This study analyzes candidate web videos from an image presentation perspective. Using Lynda Lee Kaid and Anne Johnston’s (2001) videostyle concept as its theoretical underpinning, the verbal, nonverbal, and video production techniques of web videos are examined to reveal candidates’ styles of self-presentation. Content analysis is performed on a sample of ten videos produced by each of the three front-running Democratic and Republican candidates. This sample of sixty videos is analyzed to examine three aspects of web videos; candidate self-presentation in web videos as compared to political television advertisements and campaign websites, individual candidates’ selfpresentation styles in web videos, and trends in candidate self-presentation in web videos by party. The study finds that web videos are distinctive as a political communication tool in a number of ways. They are relatively simplistic in their use of nonverbal and production techniques, enabling candidates to project a ‘realistic’ image to viewers. The web videos are longer in duration and appear in greater numbers than political television advertisements, granting viewers access to a greater level of unmediated video footage of the candidate than has been available previously. They are positive in nature, never attacking or portraying opposing candidates negatively. The web videos are also more focused on images than issues and use ethical appeals more often than logical or emotional appeals. Videostyles unique to individual candidates are also revealed in this study. Hillary Clinton and Rudy Giuliani are portrayed as traditional leaders, frequently shown in their formal role as candidates, giving speeches. In contrast, John Edwards and Barack Obama are presented as ‘one of the people’, often shown meeting and interacting with voters on the campaign trail. John McCain is depicted as a patriotic leader, supportive of the military, while Mitt Romney is shown as both a successful leader and a religious family man. Distinct videostyle trends by party are also observed. Democrats and Republicans tend to use similar production techniques, but their verbal and nonverbal styles differ. There is striking contrast in verbal elements of videostyle including the Democrats’ emphasis of issues like the Iraq War and social issues, and Republicans’ emphasis on security and economic issues. In addition, Republicans use incumbent strategies, such as highlighting achievements, and Democrats use challenger strategies, such as calling for changes. Noteworthy differences in nonverbal components are observed in the national symbols featured; Republicans display the flag more whereas Democrats feature more community imagery. In addition, the parties emphasize different emotional appeals. Republican videos exhibit fear and patriotism to a greater extent as compared to Democratic videos which appeal more on happiness and hope. This study makes a significant contribution to the field of political communication research by providing some of the first insights into candidate image presentation within the emerging medium of campaign web videos, and as such serves as a beacon in directing future research. MSc Dissertation Nisha Gulati