UC Santa Barbara

This study explores the public narrative format of traditional face-to-face canvassing in the digital context of YouTube using the concept of hybrid organizing as a framework. Research questions ask about the role of public narrative components and viral video elements in driving popularity of digital canvassing videos, and differences between videos produced by formal organizations and those produced by networked entrepreneurs. A content analysis of 93 YouTube canvassing videos shows that popularity is associated not with public narrative but rather with viral digital elements including music and production quality. Findings further show that formal organizations and networked entrepreneurs employ narrative components differentially, and videos produced by formal organizations achieve far greater popularity than those produced by networked entrepreneurs. Implications for digital organizational outreach are discussed.