An experiment of campaign effects during the YouTube election

The 2008 US presidential election was called the ‘YouTube Election’. However, scholars know little about how the internet influences attitudes toward politics. To address this, we conduct an experiment to test the effects of exposure to the YouTube channel, ‘YouChoose’08’, on young adults during the 2008 US presidential election. We find that those exposed to YouChoose’08 exhibit more cynicism toward the US government, yet also had a heightened sense that they influence the political system. Exposure to YouChoose’08 had no influence on attitudes toward candidates or internet sources.

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