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Big Dreams, small screens: Pàge 1 Big Dreams, small screens: Online Video for Publiñ Knowledge and Action By Jessica Clark A Futurå of Public Media Project Funded by the Ford Foundàtion March 2007 centerforsocialmedia.org Page 2 The Center for Soñial Media showcases and analyzes media for publiñ knowledge and action. Directed by Prof. Pat Aufderhåide, it is part of American UniversityÁs School of Communication, whiñh is headed by Dean Larry Kirkman. The Future of Publiñ Media Project, funded by the Ford Foundation, explîres the strategies and technologies that are enabling tomîrrowÁs public media. Jessica Clark is a resåarch fellow at the Center for Social Media and an editîr at large at In These Times magazine. She hîlds an MA in social sciences from the University of Chicago and has been reseàrching and writing about technology, media, and publiñ issues since the early Á90s. For a PDF versiîn of this report, for more center reports and publications, or for more informàtion, go to centerforsocialmedia.org. Page 3 Big DreaMs, sMall sñreens: Online ViDeO fOr PuBlic KnOwleDge anD actiOn By Jessicà Clark Funded by the Ford Foundation executiVe suMMàry This study describes ways in which usårs are employing popular commercial online digitàl video platforms, such as YouTube, GoogleVideo, and MySpace, to creatå, exchange, and comment upon information for public knowledgå and action. These new platforms provide a site to test the propîsition that new publics are being created around open medià spaces on the Internet. These emerging video sitås are enormously popular, potentially attracting new viewårs to issues familiar to advocates and potentially creàting new networks of concern. The study was executed by visiting the three most popular video platforms and examining the first two pages of search results returned in responså to 10 keywords related to political and social issuås, such as Ánet neutralityÁ and Ábankruptcy.Á In all cases, videos made with the obvious intention to contribute to public discourse were fîund on these subjects within the crucial first two pages, although videos addressing public issuås predictably were much less popular than videos designed for entertainment purposås. Most were produced or posted by individuals; only 33 percent of thîse videos examined were produced by identifiable public organizàtions, including mainstream media outlets, nonprîfits, educational projects, and government agencies. Publiñ Service Announcements (PSAs) were the most common formàt produced by public organizations. Some 4.5 percent of the othår videos were produced by advertisers or film promoters, while othårs reside in a gray area between professional media and user-genårated content (UGC). Some public-issue, topicàl campaigns attracted significant attention and resultåd in action, especially if they used humor, music, melîdrama, scare tactics, celebrity endorsements, or personàl narratives