Bentley University Professors Jeff Gulati and Christine Williams Win Best Paper Award from the Journal of Information Technology & Politics
Study Explores Candidates Use of YouTube in 2008
Bentley University professors Jeff Gulati and Christine Williams received a Best Paper Award from the Journal of Information Technology & Politics (JIPT) for the project "Congressional Candidates' Use of YouTube in 2008: Its Frequency and Rationale." The award was presented at JITP's first annual conference held in Amherst, Mass., on April 16 and 17, 2009.
The study investigates and analyzes how and with what frequency the 2008 Congressional candidates used the video sharing website YouTube. "In 2008, most major party candidates for Senate seats initiated YouTube channels as did a smaller proportion of those running for House seats - -- nearly double the percentages of House and Senate candidates who utilized profiles on the social network site Facebook when these emerged as campaign vehicles in 2006," notes Gulati, who is an assistant professor of political science. Gulati and Williams interviewed candidates, staffers, and consultants from more than 50 congressional campaigns during fall 2008 who revealed a variety of reasons for using YouTube and a fair amount of skepticism about its value.
The research also explores why YouTube was more attractive to candidates in 2008 than Facebook proved to be in 2006. "This is likely because YouTube more closely mirrors the demographic profile of the general voting population," says Williams, professor of political science. "YouTube is also more attractive than campaign websites were in their early days probably because more people are online and have broadband connections today, making internet hosted sites like YouTube widely available to the general population."
Findings showed that among House candidates, better-financed candidates and those running in competitive races were the most likely to open a YouTube channel. Williams notes that while YouTube has expanded the potential reach and timeliness of campaign communications, it has not replaced traditional campaign tactics or tools.
As technology continues to change the way that candidates communicate with American voters, Gulati observes: "In the future, the challenge for campaigns may center around monitoring and controlling viewers' negative comments about the videos and reigning in individuals who produce and distribute their own videos in support of the candidate that are not consistent with the campaign' central message."
Candidate-specific findings:
- Challenger Jeff Merkley (R-OR) was the most active Senate candidate on YouTube, posting 112 videos onto his channel. Al Franken (D-MN), Sen. Susan Collins (R-ME), Sen. Mitch McConnell (R-KY), Rep. Tom Udall (D-CO), and Rep. Tom Allen (D-ME) also were active YouTube users. Seven of the top ten most active users were Democrats and eight of the top ten were challengers.
- Unlike the Senate, the top ten House candidates consisted of incumbents and there was an even split between Democrats and Republicans. The House candidate with the most activity was Speaker Nancy Pelosi, who had 1,445 videos posted on her channel. Rep. Dennis Kucinich (D-OH), Rep. Tom Cole (R-OK), and Rep. Ron Paul (R-TX) also were active users of YouTube.
Girish J. "Jeff" Gulati: Professor Gulati's research interests are political communication and the news media, campaigns and elections, telecommunications policy, e-government, and representation. He has designed studies assessing higher education programs and policies, election polls, and surveys for non-profits, interest groups and local governments. His work appears in academic journals and proceedings, and he serves on the editorial board of the Journal of Information Technology and Politics.
Christine B. Williams: The research of Professor Williams focuses on political communication, with emphasis on new and emerging technologies, and e-government. She serves as North American managing editor of the Journal of Political Marketing, and serves as associate editor and on the senior editorial board of the Journal of Information Technology and Politics. Her work has appeared in academic journals, trade and professional association publications, and in news media outlets worldwide.
BENTLEY UNIVERSITY is a leader in business education. Centered on teaching and research in business and related professions, Bentley blends the breadth and technological strength of a university with the core values and student focus of a close-knit campus. Our undergraduate curriculum combines business study with a strong foundation in the arts and sciences. The McCallum Graduate School emphasizes the impact of technology on business practice, in offerings that include MBA and Master of Science programs, PhD programs in accountancy and in business, and custom executive education programs. Located minutes from Boston in Waltham, Massachusetts, the school enrolls approximately 4,000 full-time undergraduate, 250 adult part-time undergraduate, 1,400 graduate, and 30 doctoral students. Bentley is accredited by the New England Association of Schools and Colleges; AACSB International – The Association to Advance Collegiate Schools of Business; and the European Quality Improvement System (EQUIS), which benchmarks quality in management and business education.
