The Internet certainly played a role in the 2000 and 2004 presidential campaigns, but not to the extent that it has in 2008, particularly where viral videos and their impact on political discourse are concerned. Elections during the last five decades have been all about playing well on television, and that may continue to be true in the decades to come. But television was made to share the political spotlight with the Web this time around and seemed to benefit from it. Going forward there will be no turning back.
The best viral videos of Election 2008 have come from two categories: Repurposed Television Content and Original Internet Material. A hot one from the latter group is very recent: The feel-good gem on FunnyorDie.com from Ron Howard in which he recreates his beloved classic television personas, Opie Taylor from The Andy Griffith Show and Richie Cunningham from Happy Days. Howard is joined by the much-loved Andy Griffith (still lookin’ good as the beloved sheriff of Mayberry, Andy Taylor) and the legendary Henry Winkler (back in a black leather and denim as the formidable Arthur Fonzarelli) in gentle sketches urging viewers to vote for Sen. Barack Obama.
In general, I tend to turn away when celebrities use their power and influence to attempt to try and tell me what to do. But Howard and friends charmed me in this one, and it helped to hear him offer the following caveat between his turns as Opie and Richie: “A lot of you think I’m following some liberal Hollywood trend. That’s not me.”
I also think Paris Hilton’s two FunnyorDie campaign videos are outstanding – and not simply because I had such a good time with her at her party in San Diego during Comic-Con! The first was in response to comments Sen. John McCain made about her last summer that propelled Paris to stage a fake campaign for president, in which she says something that makes more sense than just about anything that Obama or McCain have ever said.
The second is a more recent effort in which she chats with the greatest fake president of all, Martin Sheen of The West Wing. “America was at its best when it was on NBC!” Paris purrs in the latter. It’s priceless.
While there is no telling exactly how much influence viral videos will have on the actual election, it is increasingly clear that they do make an impact beyond the Web. For example, Saturday Night Live has recently enjoyed some of its best ratings since the early Nineties because of its sharp political sketches, appearances by high-profile politicians and segments that showcase the dazzling impersonation of Gov. Sarah Palin by its former head writer Tina Fey, who technically isn’t even a member of the show’s cast. These elements have proven to be the stuff of viral video excellence.
Amy Poehler’sbrilliant Palin Rap, performed in front of Palin herself, was another television showstopper that has exploded online. (What a shame Poehler is no longer a member of the SNL cast, either!)
Surely, much of SNL’s renewed success can be attributed to the popularity of these segments online, where they are generating millions of hits as seemingly custom made viral videos on YouTube, Hulu and elsewhere. (There is no longer any need for folks who can’t get home early enough or stay up late enough to watch SNL to even bother recording it. They can catch all the best bits online the following morning.) Tellingly, Fey’s acclaim-heavy but ratings challenged NBC sitcom, 30 Rock, seems also to have enjoyed a nice pump from her recent ascension to Comedy Queen of All Media. Its third season opened on Thursday with record high ratings (8.5 million viewers overall, with a 4.1 rating and 10 share among adults 18-49 – hardly stellar numbers, but simply outstanding for this show).
Meanwhile, ABC’s The View is currently enjoying the best ratings in its history, and I have to think it has something to do with all those online clips of blistering political arguments from the show. Missed the most recent throw-down between Joy Behar and Elisabeth Hasselbeck? Hit the ‘Net -- and then, hit the deck! Behar has gotten Rosie-nasty! No wonder Web surfers love her.
And this just in: Following Barack Obama’s appearance Tuesday night on The Daily Show with Jon Stewart, which became the most-watched and highest-rated episode in Daily Show history, the video of Stewart’s interview with him on Indecision2008.com on Thursday brought that site its highest traffic day ever. In fact, due to similar traffic boosts that day on TheDailyShow.com and ColbertNation.com, Comedy Central Digital on October 30 enjoyed the second highest traffic day in its history.
Ed Martin
Ed Martin is the chief television and content critic for MediaVillage. He has written about television and internet programming for several Myers publications since 2000, including The Myers Report, The Myers Programming Report, MediaBizBloggers a…
