In this uses and effects study, we explored YouTube use during the 2008 U.S. presidential primaries. Survey results suggested that traditional news sources (i.e., network television) were the source of content most often accessed on YouTube for political information. Participants used YouTube predominantly for habitual entertainment and information-seeking purposes. But there was a strong relationship between political surveillance motivation and watching news, political ads, direct-to-camera videos, and campaign ads, suggesting YouTube could be a significant medium in future elections.
Electronic News Journal
Hanson, Gary; Haridakis, Paul M.; Sharma, Rekha (2011). Differing Uses of YouTube During the 2008 U.S. Presidential Primary Election. Electronic News Journal 5(1) doi: 10.1177/1931243111398213. Retrieved from https://oaks.kent.edu/commpubs/6