Most political pundits agree that Barack Obama’s speech on race yesterday was exceptional. However, it was not a simple speech and one criticism of it is that the nuance in it would be lost in a television news environment where short sound bites rule. In fact, taken out of context, Obama provided several sound bites that could be used to confirm the narrative of “angry black man.” Hillary Clinton may not use those sound bites. Even John McCain may avoid them if Obama is the Democratic nominee.But “Swift Boat” style groups supporting McCain are a different story.
The speech aired on a weekday morning. Normally, this would mean that a very small percentage of the electorate would ever see it; most would only see short clips on the news or short quotes in the newspaper. But this campaign may be different.So far already, this YouTube version (also available directly from the Obama site) has been viewed 1.6 million times. Links to this video have been prominently posted at most major political blogs. Will this make a difference?
Many people think so. There is also some data to back up this point. A recent report by the Pew Internet and American Life Project (2008) found that almost twice as many people reported regularly learning about politics from the Internet since 2004: about a quarter of those surveyed overall. For younger people, not surprisingly, the Internet is now the number one source of campaign news. And there’s this:
Compared with the 2000 campaign, far fewer Americans now say they regularly learn about the campaign from local TV news (down eight points), nightly network news (down 13 points) and daily newspapers (down nine points).
Nevertheless, traditional media still claim a dominate position and certainly television advertising remains a powerful way to reach those voters who are less politically attuned. We don’t have to look back very far to see what creative editing and creative use of facts can produce. What do you think?
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