Sometimes a Web Video's Just a Web Video
BY Nancy Scola | Wednesday, January 13 2010
Someone on the great Twitter was scratching their head over why we hadn't covered yesterday's epic battle over Marc Ambinder's tweet about web video. Ask and ye shall receive! So that we're starting from the same point, this is what Ambinder, the Altantic's political editor, had to tweet:
Note to DNC/RNC/DSCC/NRCC/NRSC/DCCC: our website will not publish your web videos unless you make them actual TV commercials.
It's fun for folks to play like Ambinder if hating on the wide universe of online video here, but he's pretty clearly not. What he's hating on, instead, is how political operatives whip up online content not to actually reach their bases or to win hearts and minds, but to get a cheap and easy press hit out of it. Yes, it's difficult to believe it, but some folks do engage in such a practice. And web video is often the means, because it looks and smells like something actually meaningful even without any additional human context.
Ambinder's metric seems misguided, yes, and a bit of clinging to the ol' broadcast days. As some people pointed on on Twitter, you can just drop a little bit of money to run a video once at 3 p.m. on local cable and voila, it's a TV spot. But otherwise, the point, from these seats, is a valid one. Crafting something in 15 minutes and calling it "news" does not make it so. Much of the trick about writing about the back and forth of politics is learning when something actually matters, and when you're instead just witnessing political professionals performing for the media.