As interest groups continue to adopt new media platforms for lobbying, YouTube has emerged as a powerful tool for disseminating policy preferences to a wide audience. With its visual nature, YouTube provides an unprecedented ability for interest groups to enter and influence public policy debates. However, while policy narratives have gained attention in policy research, no empirical research has examined whether interest groups’ YouTube videos can be considered policy narratives with embedded narrative elements and strategies.
What is the Narrative Policy Framework (NPF)?
The Narrative Policy Framework (NPF) is a theoretical framework used to analyze the role of narratives in shaping public policies. It seeks to understand the power of storytelling and the ways narratives influence individuals’ policy beliefs and actions. By studying narratives, researchers can gain insights into how certain stories shape public opinion, political discourse, and policy outcomes.
How do interest groups use YouTube for lobbying?
Interest groups have embraced YouTube as a platform for indirect lobbying, allowing them to reach a larger audience and exert influence on public policy debates. YouTube offers interest groups an engaging medium to present their policy objectives, highlight grievances, and showcase their work or campaigns.
For example, the Buffalo Field Campaign, an environmental conservation group, has utilized YouTube to advance their cause. They have uploaded a series of videos capturing the negative impacts of buffalo culling in national parks. These videos aim to raise public awareness, influence policy decisions, and garner public support by sharing compelling narratives.
How do gory images affect public attention on YouTube videos?
In the study “Policy Story or Gory Story? Narrative Policy Framework Analysis of Buffalo Field Campaigns YouTube Videos,” researchers analyzed the Buffalo Field Campaign’s YouTube videos using the Narrative Policy Framework (NPF). The goal was to understand the narrativity of the videos and evaluate the impact of gory images on public attention.
The findings indicated that the Buffalo Field Campaign’s videos had a moderate level of narrativity, implying that the videos effectively conveyed policy narratives with embedded storytelling techniques. However, what stood out was the significant influence of gory images on public attention. The research found that videos featuring gory images received higher views per month, suggesting that graphic content can capture the interest and attention of viewers.
One possible explanation for the attention-grabbing nature of gory images is the psychological impact they have on viewers. Visual stimuli that evoke strong emotions, such as shock or disgust, tend to leave a lasting impression. In a crowded digital landscape where content competes for attention, gory images may stand out, eliciting strong reactions and prompting viewers to engage with the video.
What are the implications of this study for YouTube and public policy?
This study’s findings shed light on the way narratives and gory images can shape public attention on YouTube and their potential implications for public policy. Understanding these dynamics can help policymakers, interest groups, and researchers craft more effective communication strategies and engage with the public in meaningful ways.
Firstly, the study highlights the importance of storytelling and narrativity in policy advocacy. Interest groups can enhance their YouTube presence by incorporating narrative elements and techniques in their videos. By creating compelling narratives, interest groups can foster empathy, create emotional connections, and ultimately influence public opinion and policy decisions.
Secondly, the study underscores the power of gory images in capturing public attention. While ethical considerations must be taken into account, strategically using visual elements that are emotionally evocative can help interest groups and policymakers break through the noise and reach a wider audience. However, care should be taken to ensure that the primary focus remains on the policy issue at hand, rather than exploiting graphic images purely for shock value.
Lastly, this research provides insights into the efficacy of YouTube as a platform for public policy engagement. Policymakers can tap into YouTube’s vast audience by creating and sharing informative videos that provide a comprehensive understanding of the policies they propose. By utilizing elements of narrativity and leveraging visual storytelling techniques, policymakers can deliver their messages effectively and foster public support or engagement.
Overall, this research highlights the potential of YouTube as a medium for interest groups and policymakers to advance their policy narratives. It emphasizes the importance of well-crafted storytelling and the notable influence of gory images in capturing public attention. By leveraging these insights, stakeholders can leverage YouTube’s reach and engagement to shape public opinion, drive policy debates, and ultimately influence policy outcomes.
Sources:
“Policy Story or Gory Story? Narrative Policy Framework Analysis of Buffalo Field Campaigns YouTube Videos” – Mark K. McBeth, Elizabeth A. Shanahan, Molly C. Arrandale Anderson, Barbara Rose (Policy & Internet) – Link
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