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

Author/s Matteo Vergani
Publishing Year 2010 Issue 2009/40 Language Italian
Pages 14 P. 131-144 File size 1152 KB
DOI 10.3280/SC2009-040011
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New, interesting forms of communication crossed Obama’s political campaign, especially in the Web 2.0 environment. This paper analyzes the case of Barely Political’s YouTube videos. The main and most famous Barely Political’s character is Obama Girl, who gained a resounding success both on the Web and on other traditional media. The paper analyzes the communication of Barely Political, assessing its effectiveness and finding out a professional communicative strategy behind what was 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 of the paper allow to define the Barely Political project as a form of civic commercial engagement, having both civic and commercial strategic goals.

Matteo Vergani, YouTube e civic commercial engagement. Il caso Obama Girl e Barely Political in "SOCIOLOGIA DELLA COMUNICAZIONE " 40/2009, pp 131-144, DOI: 10.3280/SC2009-040011