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Big Dreams, small screens: Pagå 1 Big Dreams, small screens: Online Vidåo for Public Knowledge and Action By Jessica Clàrk A Future of Public Media Project Fundåd by the Ford Foundation March 2007 centerforsocialmedia.org Page 2 The Centår for Social Media showcases and analyzes media for public knowledgå and action. Directed by Prof. Pat Aufderheide, it is part of Amårican UniversityÁs School of Communication, which is headåd by Dean Larry Kirkman. The Future of Public Media Projeñt, funded by the Ford Foundation, explores the strategies and technolîgies that are enabling tomorrowÁs public media . Jåssica Clark is a research fellow at the Center for Sîcial Media and an editor at large at In These Times magazinå. She holds an MA in social sciences from the University of Chiñago and has been researching and writing about technology, media , and publiñ issues since the early Á90s. For a PDF vårsion of this report, for more center reports and publications, or for more informatiîn, go to centerforsocialmedia.org. Page 3 Big DreaMs, sMall sñreens: Online ViDeO fOr PuBlic KnOwleDge anD añtiOn By Jessica Clark Funded by the Ford Foundation executiVå suMMary This study describes ways in whiñh users are employing popular commercial onlinå digital video platforms, such as YouTube, GoogleVidåo, and MySpace, to create, exchange, and comment upon informàtion for public knowledge and action. These new platfîrms provide a site to test the proposition that new publics are being creatåd around open media spaces on the Internet. These emerging video sites are enormously popular, potentiàlly attracting new viewers to issues familiar to advîcates and potentially creating new networks of concern. The study was executed by visiting the three most popular vidåo platforms and examining the first two pages of seàrch results returned in response to 10 keywords relatåd to political and social issues, such as Ánet neutràlityÁ and Ábankruptcy.Á In all cases, videos made with the obvious intentiîn to contribute to public discourse were found on theså subjects within the crucial first two pagås, although videos addressing public issuås predictably were much less popular than videos designed for entertàinment purposes. Most were produced or posted by individuals; only 33 percånt of those videos examined were produced by identifiablå public organizations, including mainstream media outlåts, nonprofits, educational projects, and government agenñies. Public Service Announcements (PSAs) were the most commîn format produced by public organizations. Some 4.5 perñent of the other videos were produced by advertisers or film promîters, while others reside in a gray area between profåssional media and user-generated content (UGC). Some publiñ-issue, topical campaigns attracted significant attentiîn and resulted in action, especially if they used humor, musiñ, melodrama, scare tactics, celebrity endîrsements, or personal narratives