An international comparison of parties' campaign strategies on YouTube

• Project/Area Number: 25K04905
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 06010:Politics-related
• Research Institution: Hitotsubashi University
• Principal Investigator: LEWIS Jonathan・R 一橋大学, 大学院社会学研究科, 教授 (60282589)
• Project Period (FY): 2025-04-01 – 2028-03-31
• Project Status: Granted (Fiscal Year 2025)
• Budget Amount: ¥4,550,000 (Direct Cost: ¥3,500,000、Indirect Cost: ¥1,050,000); Fiscal Year 2027: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000); Fiscal Year 2026: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000); Fiscal Year 2025: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
• Keywords: Political communication / Social media / YouTube / negative campaigning

Outline of Research at the Start

This project is the first international comparative study of how political parties in democracies use YouTube.
It analyzes the relationship between parties’ YouTube activity and their attributes such as ideological position. It explores parties' engagement with users and negative campaigning.