Die Darstellung von Politikern auf YouTube

Keyling, Till; Kümpel, Anna Sophie; Brosius, Hans‐Bernd

doi:10.1007/978-3-658-10140-4_8

Cited by 1 publication

(2 citation statements)

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“…Four video formats relate to the influencers' function of "journalistic extension," either through the provision of "news" (i.e., neutral reporting on current affairs), "explanatory videos" (i.e., explanation of complex political topics in an easily understandable way), "news recycling" (i.e., compilation of news from journalistic media without additional information, analyses, or interpretation), or "eyewitness reports" (i.e., the YouTubers' own footage of events such as demonstrations or natural disasters). To address the second trend of "entertainment packaging" on social media, "politainment" was included as a fifth format, providing a mix of political information and entertainment in a positive, cheerful, and leisurely manner (Keyling et al, 2015). Finally, "partisan indignation" as the third trend on social media was measured via two formats relating to opinion expression either seriously through "political commentary" (i.e., conveying a clear political attitude in relation to political actors, events, or developments) or humorously through "political satire" (i.e., devaluation of political outgroups by means of irony and exaggeration).…”

Section: Codebookmentioning

confidence: 99%

“…This trend of "entertainment packaging" is crucial for YouTubers to attract young audiences (Möller et al, 2019;Scolari & Fraticelli, 2019). There is some indication that this trend towards entertainment-having already become an integral part of traditional journalism along the lines of politainment or soft news (Reinemann et al, 2011)-extends to YouTube's political arena (Djerf-Pierre et al, 2019;Keyling et al, 2015;Lichtenstein et al, 2021). However, a systematic examination of entertainment in political YouTube videos across a wider range of political topics is still pending.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Political Influencers on YouTube: Business Strategies and Content Characteristics

Fischer

Kolo

Mothes

2022

MaC

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Young media users increasingly engage with public affairs via social media such as YouTube, where content is increasingly produced by influencers who neither represent established professional news media nor political parties. Although the audience of these channels is already substantial in absolute terms and still growing enormously—making alternative influencers serious competitors to professional journalism—we still know little about their ways of attracting and monetizing audiences, the topics they emphasize, or the specific content they provide. To address this void, the present study examines political videos and their producers on YouTube in an explorative and comparative way for English- and German-speaking YouTube channels. We conducted a content analysis of the five most popular YouTube videos for each of the 20 most successful English- and German-speaking political influencers in 2020. Our analyses show that, although English YouTubers already appear to be more professionalized, similar patterns emerge in both language regions, particularly with regards to increasing efforts to manage microcelebrity status. In terms of content, two main types of political YouTube videos were identified: “partisan mockery” and “engaging education.” Results will be discussed in terms of their implications for political discourse, youth participation, and established journalistic media.

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Section: Codebookmentioning

confidence: 99%