Culture Complex: When Politics Goes Viral

In other words, the controversy took a local race and--through YouTube's free distribution--nationalized it. The Democrats, whose holy grail has been to nationalize the midterms, owe Limbaugh a fruit basket. (The flap probably had less effect in Missouri, where the ads would have got notice anyway.) True, Rush's side got exposure too, but on a national level the Fox video seems more effective. It discusses the issue in emotional terms that people in any state can understand (whether or not they agree). The response ad begins, bafflingly, with Caviezel speaking in untranslated Aramaic, the historical language of Christ. And casting the issue in terms of a ballot initiative leaves the national audience to wonder: What's Amendment 2? And why is Raymond's wife so cheesed about it?

That is to say, it will take a certain kind of political spot to utilize YouTube's force-multiplying power. Web video is like a pop single: an attention-getting hook is important. Fox's baring his frailty was particularly YouTube-friendly because the medium rewards authentic, vérité captured moments. (It also rewards shock and humor, which could favor outrageous ads.) A universal, direct message is key. (No dead languages, for instance.) Above all, even local admakers should remember that now they have a potential national audience a click away--one that can engage their ads by creating its own spots and ripostes.

"They say all politics is local," Fox says in the ad. "But that's not always the case." Not anymore. Once politics goes viral, there's no cure.