The Bermuda Sun today has an article up about both parties use of YouTube in their campaigns. (Click here for the UBP's channel and the PLP's channel.)
It is interesting that both parties are using YouTube, but the Sun missed the real upside of YouTube and the internet in general: there are no broadcasting restrictions on web video/audio content whereas advertising through the traditional media is limited through Bermuda's Broadcasting Regulations (more on those regulations to come in another post).
I've always thought that Bermuda's Broadcasting Regulations were a little bone-headed. During election periods (post election writ) the parties are restricted in time for political broadcasts/advertisements on TV and radio while non-election periods are unrestricted. That seems backwards in that election time is precisely when people are going to pay attention and the most information (and mis-information) is communicated (although one upside is that it forces the campaigns to be strategic and not just blanket the airwaves with repetitive ads).
Those very same TV/radio ads posted on YouTube or a party website can get unlimited play, and if they're good enough, which presumably the UBP's soon to be released humourous one (see Sun story) is intended to be, will go viral and have a bigger impact than a straight TV ad - young or not.
Will YouTube 'turn the election' as the Bermuda Sun asks? I doubt it. Yes seats are tight, but the best feature of Bermuda is that constituents expect to see their candidates, and it's actually feasible to do so. Retail politics is still paramount.
YouTube/the web is a no brainer of an avenue to pursue - there's no downside. It's a new distribution channel that politicians and parties worldwide are using to get their message out, and ultimately I think the benefits are more than just reaching a certain demographic; there's convenience (5 minutes of effort to upload an ad) as well as having reach.
As more people get their news from the new media versus old media the web will obviously play a major role.
Posted by Christian S. Dunleavy