The role of emerging media in marketing products, services and ideas.
There is no denying emerging media’s influence on politics. Social media channels can help to elect candidates, and have become a staple in political campaigns and fundraising efforts. These same media channels can also take politicians out of office, as was the case of Anthony Wiener and his now infamous Twitter scandal.
In recent years the White House has embraced YouTube as a vehicle with which to broadcast weekly addresses, press conferences, and other official information. This week, however, three YouTube creators were invited to interview the President inside the White House. Hank Green, GloZell Green, and Bethany Mota all had an opportunity to ask the President questions during a live streaming event.
The interviews have sparked debate over their appropriateness. It seems that using emerging media for this purpose has elevated the brand image of YouTube and its contributors, while diminishing the brand image of the White House and the office of the presidency. Some argue that this is an innovative way to get millennials involved in the political process. Others posit that it is below the dignity of the President to be interviewed by someone sporting green lipstick who is best known for bathing in cereal. Regardless of one’s position, this week’s events made it clear that emerging media channels such as YouTube are part of mainstream Washington.