The power that popular media has on the electorate, through websites such as YouTube, MySpace or FaceBook, has not been fully comprehended and harnessed by officials running for elected positions at the White House yet. From a psychological perspective, it makes a whole lot more sense for people to go get information on the web, considering the fact that mainstream media is biased and that the large networks have economical interest in supporting one candidate or the other.

Therefore, more and more people are going on-line to check YouTube's channels or MySpace's profile pages of candidates to this year's presidential elections. Republican John McCain already has a MySpace page, where supporters or the average, undecided voter can log on and get basic information on the candidate's biography and political platform, as well as see pictures of him and his colleagues, family and friends. People can also notice if their friends have endorsed McCain in the presidential race or if other have something to object.

 

The same applies to Democrat presidential candidate Barack Obama, whose fans and campaign staff have already posted numerous videos on various YouTube channels, from meetings or confrontations with other politicians. YouTube's “response” feature allows for the creation of an extended network of related videos, arguing for and against voting for Obama.

 

In social media channels, people can also post video entries, detailing their own opinions on their favorite candidate. It goes without saying that this type of communication could never be achieved in mainstream media, where people's opinions are reduced to simple statistics and interviews with regular citizens, taken in the street, only last 10 to 15 seconds.

 

When Internet users have a chance to sit down in the comfort of their own homes and formulate their ideas in an organized manner, their impact on other viewers increases exponentially. As an extra advantage, users who took an active role in campaigning for their favorite candidate on-line can also invite their friends and create networks of discussion groups, that make for constructive debates on political achievements and future prospects.

 

This year's election has not used the full potential that social media has to offer, but psychologists say that future campaigns will see a much more extended use of these alternative means of reaching to people, although statistics show that the money being poured in TV spots and clips increase exponentially from year to year. Undoubtedly, the next elections will see YouTube channels for all the candidates, managed by PR specialists, as well as MySpace profile pages, filled with official information and press-releases.