1. (YouTube)
YouTube and the 2012
Virginia Senatorial Race
By: Christian Ruiz

2. Why YouTube?
 Free
 No time limit
 Much more detailed videos than on television
 Fast upload
 Generally aimed at supporters
 Do something beyond voting (Moe)
 Young, educated, engaged population
 Provide opportunities to network and become involved
 Not only look for ways that the opponent is bad (Salmond 5)

3. The Candidates
George Allen (R) Tim Kaine (D)
(Kaine1)
(Falkenstein)

4. What do the polls say?
 realclearpolitics.com:
 9/11/2012 – 9/26/2012
 Average of several polls:
 FOX News
 Rasmussen Reports
 Roanoke College
 Allen: 44.2%
 Kaine: 47.8%
 Up by 3.6%
(“Virginia Senate – Allen vs. Kaine.” )
(VC café poll)

5. Does YouTube have a role
in this lead?

6. YouTube Pages
Allen Kaine
(GeorgeAllenVA’s channel

7. YouTube Pages
Allen Kaine
(Tim Kaine)

8. Number of Videos Uploaded
Allen Kaine
 111 videos  98 videos
(YouTube)

9. Positive Ads
Allen Kaine
 Envision  Unleashed
 George Allen: Opportunity  Best
 Dorothy - Foundation  Our Best Days Are Still Ahead

10. Negative Ads
Allen Kaine
 Unabashed  Clock
 Accountable  Priorities
 Going To Be Great?  A Great Opportunity

11. Being Personal
Allen Kaine
 Rhonda  WRIC: Kaine Guest Coaches
University of Richmond
 Ask George Allen Women’s Basketball Team
 George Allen on “Cooking  Tim Kaine Plays Harmonica
with the Candidates” with the Tazewell County
 Tim Kaine’s video? Pickers
 TK4VA Bumper Sticker

12. Replay Positive News Footage
Allen Kaine
 Fox 5: George Allen Interview  Gov. Kaine Meets with
Seniors in Falls Church
 George Allen Joins Neil
Cavuto on Fox Business  WSLS: Bob Denton Says Gov.
Kaine “Prevailed” in VBA
 WCAV: George Allen Brings Debate
“Send a Message” Tour to
Charlottesville  Gov. Kaine Volunteers at RAM
Clinic in Wise County, VA

13. Support from Wife
Allen Kaine
 Susan Allen  Anne Holton
 NBC29: Susan Allen  Anne Holton Tours
Campaigns for George Allen Businesses in Downtown
in Central Virginia Staunton
 Susan Allen Introduces Ann  ABC13: Anne Holton at
Romney in Leesburg, Virginia Opening of Virginia
 WCAV: Susan Allen’s Beach/Norfolk Office
Charlottesville Visit

14. Garnering Support
Allen Kaine
 GOTV Radio Ad: Send a  Tim Kaine’s Message from
Message Winchester
 George Allen Thanks  A Message from Mike Henry
“Ambassadors for Allen”
 Facebook and Twitter links
 50 Days Left

15. Speeches / Debates
Allen Kaine
 George Allen Speaks to the  Full VBA Debate
7th District Convention
 2012 Democratic Convention
 George Allen Thanks Speech (PBS NewsHour)
“Ambassadors for Allen”
 Kaine Speech at Rally May
 George Allen in Manassas 5th, 2012
with Romney-Ryan 2012

16. Edited Videos
Allen Kaine
 Fox 5: George Allen Interview  WTVR: Analysis of the Fairfax
 http://www.youtube.com/wa Chamber / NBC 4 Debate
tch?v=JyAIFCbBdtg&feature  http://www.youtube.com/wa
=plcp tch?v=-
qnTY8OaHcc&feature=plcp

17. Demographics: Women
Allen Kaine
 Dorothy – Foundation  Gov. Kaine Talks with Military
Wives in Virginia Beach with
 Kay President Obama and Sen.
Mark Wagner
 Betsy
 CBS19: Gov. Kaine Discusses
Education, Balance with
Women in Charlottesville
 Clock
• History
• Women favor Democrats, men favor Republicans
• Bob Holsworth: this year: women are giving Democrats greater advantage
than men for Republicans (Przybyla)

18. Demographics: Hispanics
Allen Kaine (speaks Spanish!)
 WDBJ: Senator Marco Rubio  Gov. Kaine – Entrevista con
(FL) Endorses George Allen in Armando Guzman en
Arlington Today Univisión
 WUSA: Marco Rubio  Apoyar
Endorses George Allen
 Latinos for Kaine
• History
• Latino voters: 2.2% electorate (VA)
• Allen voted against McCain-Kennedy immigration reform bill
• Kaine in favor of “common sense immigration solutions” (Le)
• Poll (June 2012): 53% VA Hispanics would support a Democrat in Senate vs.
32% for a Republican (Stein)

19. George Allen: Endorsements
 Rudy Giuliani Endorses George Allen
 Majority Leader Eric Cantor Endorses George Allen for U.S.
Senate – NBC Washington
 Congressman Robert Hurt Endorse George Allen for U.S.
Senate

20. Conclusion
 Both replay positive ads, negative ads, positive news stories, stories of wife’s involvement,
speeches
 Both get personal
 Both play on history of party affiliation of demographics
 George Allen’s advantage:
 Endorsement videos
 Tim Kaine’s advantage
 Latino voters
 Women
 More access to getting involved
 Not only videos, but history
 Quality of YouTube use greater than quantity of videos posted

21. Works Cited
Contorno, Steve. “Kaine Targets Latinos in Virginia Senate Race.” Washington Examiner, 24 Aug. 2012. Web. 2 Oct. 2012.
Falkenstein, Ken. George Allen Thumbs-Up Pic. 11 May 2011. Bearing Drift: Virginia’s Conservative Voice. JPEG file.
GeorgeAllenVA’s channel. YouTube, 28 Sept. 2012. Web. 2 Oct. 2012.
Kaine1. 5 Apr. 2011. The Reid Report. JPEG file. 2 Oct. 2012.
Le, Van. “Senate Spotlights: Six Races to Watch for Immigration Reform Supporters.” Latino Vote Matters, 25 Sept. 2012. Web. 2 Oct.
2012.
Moe, John. “Candidates Use YouTube to Rally, Not Persuade.” Marketplace. American Public Media, 20 Mar. 2012. Web. 1 Oct. 2012.
Przybyla, Heidi. “Kaine-Allen Virginia Senate Race Mirrors Top of Ticket.” Businessweek, 1 Oct. 2012. Web. 2 Oct. 2012.
Salmond, Rob. “MeTube: Political Advertising, Election Campaigns, and YouTube.” The Center for Technology Innovation at
Brookings, 13 Mar. 2012. PDF file. 2 Oct. 2012.
Stein, Perry. “Morning Read: Virginia Senate Race Tied, Candidates Go After Hispanic Vote.” NBC Washington, 24 Aug. 2012. Web. 2
Oct. 2012.
Tim Kaine. YouTube, 1 Oct. 2012. Web. 2 Oct. 2012.
VC café poll. 12 Oct. 2010. VC Café. JPEG file. 2 Oct. 2012.
“Virginia Senate – Allen vs. Kaine.” RealClearPolitics. n.p., n.d. Web. 1 Oct. 2012.
YouTube. n.d. Socusoft, dvd-photo-slideshow.com. JPEG file. 2 Oct. 2012.