Abstract
This paper seeks to understand the contextual forces that drive political campaigns to publish attack videos on YouTube, and also explores how YouTube election campaigning differs from traditional television advertising. Using a sample of over 3,000 YouTube videos from 72 parties running in 13 national-level elections, I find evidence that proportional election systems lead to more positive election campaigns, whereas weak parties tend to produce more negative videos. I also find that YouTube campaigns tend to be more positive than television campaigns, but that small parties and large parties deploy their messages across these mediums in very different ways.
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