Proceedings of the International University Symposium on Humanities and Arts (INUSHARTS 2019)

Minorities in the Lead: Collectivism and Self-Personalization in Alexandria Ocasio-Cortez’s Political Campaign Videos

Authors
Gita Ayu Maharani, Shuri Mariasih Gietty Tambunan
Corresponding Author
Shuri Mariasih Gietty Tambunan
Available Online 30 July 2020.
DOI
10.2991/assehr.k.200729.026How to use a DOI?
Keywords
Collective identity, Minority, Political campaign, Self-personalization, YouTube
Abstract

Alexandria Ocasio-Cortez, a representative of the 14th Congressional District for New York State in the United States, uses YouTube to share her political statements and to bolster her election campaign. These videos are tools to not only attract voters but also to brand and construct her identity as a female politician and a representative of the diverse NY-14 district. This article aims to elucidate the ways in which Alexandria Ocasio-Cortez’s videos articulate collective racial, ethnic, and social class identities. Using defining features of tactical repertoires and collective action frame, the research findings show that the collectivism strategy helps to amplify the willpower of the people and construct an inclusive nuance through Ocasio-Cortez’s campaign videos. In addition, the analysis also uncovers ways in which videos highlight her image as a female politician by using predominantly feminine traits while strategically using self-personalization. Further discussion is needed regarding the use of other political communication strategies to make a more inclusive political campaign that could lead to a more diverse representation in U.S politics.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International University Symposium on Humanities and Arts (INUSHARTS 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 July 2020
ISBN
978-94-6252-995-3
ISSN
2352-5398
DOI
10.2991/assehr.k.200729.026How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Gita Ayu Maharani
AU  - Shuri Mariasih Gietty Tambunan
PY  - 2020
DA  - 2020/07/30
TI  - Minorities in the Lead: Collectivism and Self-Personalization in Alexandria Ocasio-Cortez’s Political Campaign Videos
BT  - Proceedings of the International University Symposium on Humanities and Arts (INUSHARTS 2019)
PB  - Atlantis Press
SP  - 132
EP  - 136
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200729.026
DO  - 10.2991/assehr.k.200729.026
ID  - Maharani2020
ER  -