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New Media, Obama, Online Organizing, Social Media, YouTube


Barack Obama broke a presidential tradition on January 24, 2009. After almost three decades on the radio, he delivered the Saturday presidential address visually on the White House website and YouTube page. The medium transition presents an opportunity to examine the address’s evolving form as a genre of presidential rhetoric. I expand upon my recent analysis of the weekly address by examining the structure, online layout, and presidential image in the digital medium and how the salient functions of the genre are highlighted compared to its predecessor addresses on radio. I find the address’s digital form highlights the temporality of each pronouncement while strengthening its essential generic functions.

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Electronic Media & Politics, v. 1, issue 6, p. 108-112.