With the Affordable Care Act (AKA Obamacare) going into effect on October 1st, Republicans have ramped up their attempts to undermine the legislation. In addition to Congress forcing a government shutdown, conservatives have turned to viral marketing strategies to try to shift public opinion against Obamacare. The most high-profile of these efforts involves web video ads released online by a group called Generation Opportunity, funded by the Koch brothers. As explained in this piece for Time, the ads are intended to convince young adults to opt out of Obamacare so that the program will lose out on a crucial source of funding and thus fail in the long term. However, the ads having been getting the most attention for their outrageous gross-out humor, which is, of course, the lingua franca of the YouTube generation.
The ads, featuring a masked “Creepy Uncle Sam” character who threatens unsuspecting young patients with comically horrifying gynecological and rectal exams, mark an important shift in tone for American political advertising. In an earlier post, I discussed how the 2012 Obama campaign used internet-style pop culture humor to get their message across to a new generation of voters who tend to tune out more formal types of campaign messaging. Of course, the Republicans don’t want to be left behind, and the “Creepy Uncle Sam” ads signal how they too are now trying to latch onto the zeitgeist and create digital content that is entertaining and novel enough to inspire social sharing. So far, it looks like Generation Opportunity has succeeded in ‘going viral,’ with each of its video ads topping a million views on YouTube. In a sure sign of viral success, the liberal group The Other 98% has responded with an online parody that asks viewers to “opt out of Koch propaganda, not Obamacare.”
What I find particularly interesting about all of this is how the internet has freed the agents of political communication to try things that were seemingly never possible in broadcast television or other media. To put it simply, these ads are pushing the envelope of taste. I’ll leave it to other commentators to deconstruct the potential homophobic (and even racist) undertones of ads that compare Obama to a rectal-probing rapist, but suffice it to say, this is the kind of humor that one would expect from South Park rather than from a policy-minded political group. However, as political advertising moves online more and more, we can expect that its creators will do whatever it takes to capture public attention an inspire viral shares on Facebook, Twitter, and other social platforms. The fact that these videos may be too risque for prime time TV is precisely the point – in a Wild West web environment where content is almost completely unregulated, shock is the rule rather than the exception, and audiences expect to see something that they can’t and won’t see anywhere else. I wonder, though, if there are any limits as to how far online political advertising will go in terms of skirting the lines of taste, or if these sorts of strategies could potentially engender a backlash. For now, it seems that all previous limits are off the table, and that the political classes are willing to be gross, weird, or just plain ridiculous in order to get jaded young voters to listen to their message.