America First: Comparative Analysis of Global Video Responses

This report examines the global response to Donald Trump's 'America First' policy, focusing on satirical videos produced by various countries. It investigates the political messages conveyed, the impact of technology and digitization, and the factors that contribute to a video's viral reach. The study employs both quantitative and qualitative research methodologies, analyzing data from videos using methods like judgment sampling and statistical software (SPSS). The analysis includes a study of the timing of video releases, the use of humor, language, music, and the influence of celebrities and media outlets. The report applies theories of pioneer and late arrival, exploring market entry strategies and the advantages and disadvantages of being an early adopter. It also analyzes the influence of globalization and localization, comparing video content across different nations and examining the impact of media freedom. The report further assesses the viewership and reception of the videos, providing insights into the success factors of this form of digital content. The study also provides a theoretical explanation of several entry modes such as Pioneer, Late Arrival, Dynamic Timing, Time of the Year and Wave, Sprinkler and Waterfall. The report concludes by summarizing the key findings and their implications for understanding international relations and political communication.

Running head: AMERICA FIRST – EVERY SECOND COUNTS
AMERICA FIRST – EVERY SECOND COUNTS
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1AMERICA FIRST – EVERY SECOND COUNTS
Summary
The crumbling of the powers of USSR and the end of an era of Cold War in 1991,
owing to a rise of unipolarity in world politics, made USA emerge as one of the most
dominant countries in the world. Donald Trump, the present president of USA, has stated in
his inaugural speech that his agendas prioritizes America first also mentioning that the
government would take adequate protectionist measures like the construction of a wall of
divide between Mexico and USA, interventions in Syria to counter terrorism, engaging in a
trade war with China. However, the American dream to remain at the zenith of international
politics has had repercussions on the other countries, evident through various satirical videos
launched by various countries like Germany, Switzerland, Iran and others to mock and
ridicule the strategies adopted by the American President.
The study focuses on the theories of Pioneer and Late Arrival along with the theories
of Internationalization, Globalization and Localization to provide an academic vision to the
digital content of the data collected through the videos. The research questions addressed in
this paper focuses on the political messages given to Donald Trump by the individual
bloggers across the globe, the nature of internal community perceived, impact of
technological advancements and digitization, and the criteria for a video to achieve viral
reach on YouTube. A quantitative research methodology further aid in the quantitative
analysis of the data collected in the form of the videos published in various countries and
their global responses. The compilation and representation of the data in the form of graphs
and charts further enables easier interpretation of the effects of the strategies of America First
undertaken by Donald Trump.
The interpretation of data consists of a study of the population comprising of the sum
total of videos published by various countries and individuals on America First using a

2AMERICA FIRST – EVERY SECOND COUNTS
method of judgment sampling. The analysis algorithm focused on the constructs of
beginnings and endings of the videos, humor of the countries, humor on Donald Trump and
the general contents of language, music, speaker and length. The method of data analysis
further utilized the software of SPSS for its user friendliness and ability to analyze bulks of
data. The scope of the parody video contest of Every Second counts was further studied using
the variables of local politics, influenced of celebrities and other characteristics of
localization. Apart from such characteristics, the market entry strategies present a study on
the influence of the media houses to transmit messages of awareness to their global
audiences. In this aspect, limitations were faced by individual publishers of videos due to
political regulations. The application of timing strategy further involves the evaluation of
market entry tactics used by the various countries in publishing satirical videos on America
First. Such an analysis of timing also determines the popularity and trends of the videos
among the global community and their reach among the audiences.
The content used in the ‘Every Second Counts’ video contests were identified to be
the messages from various countries regarding their response to Trump’s strategies, language
of the content whether English or native, music used in the videos, length of the videos in
seconds and the specificity of the introduction and conclusion of the videos. Comparisons of
the graph and charts measuring these elements shows trends in repetitiveness that can be
defined as common attacks. The repetitive pattern also evaluated the number of times the
videos made comments on particular issues or on other countries. The analysis of such data
also showed frequent references to globally recognized personalities and celebrities.
The study engages in a theoretical explanation of several entry modes namely
Pioneer, Late Arrival, Dynamic Timing, Time of the Year and Wave, Sprinkler and
Waterfall. However, the research design follows the theories of pioneer and late arrival. The
timing strategy discussed previously entails quantitative and qualitative decision-making

3AMERICA FIRST – EVERY SECOND COUNTS
strategies. The qualitative decisions concern the dilemma of the role of a new entrant as a
pioneer or follower, and the measurement of the benefits and disadvantages. On the other
hand, the quantitative decisions concern the problems of entry time to evaluate the optimum
time for market entry. The study further describes in details the advantages of being a pioneer
in the aspects of popularity in the market, stability in the patterns of customer purchase, and
recognition in the market. Additionally, the disadvantages of copyright issues, innovation
costs and such others have also been evaluated. For the analysis of the drivers that lead to the
success of the content in the media content, the trends of such digital content have been
predicted using the timing strategy. For this purpose, the example of Netherlands and their
response to the protectionist strategy of America First adopted by the American President has
been analyzed as a pioneer to the series of satirical videos published by several countries.
However, there are several advantages and disadvantages for Netherlands in being the
pioneer of this global response. Statistical representations show the different dates and times
of release of the videos, that play an important role in evaluating the market entry strategies
with respect to the campaigns conducted by President Trump.
The modes of entry in the market are further influenced by several factors that have
been identified in the study such as trends in the geographical markets, the index of media
freedom and the political scenarios throughout the world. The medium of communication
also plays an important role in determining the extent to which the content will reach out to
the global audience. This pertains to the streaming services utilized by mediums such as late
night shows in the television or online platforms like YouTube. However, the countries with
low index of media freedom have faced several challenges for the presentation of such
content.
The position of pioneer taken up by Netherlands has further been evaluated using the
theories of globalization ad localization. In this aspect it has been observed that a majority of

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countries have not added to the content used by Netherlands and have presented similar
responses to the American protectionist strategies. Furthermore it was also observed that a
majority of the countries used English as the language of communication so as to ensure the
maximization of it reach among the global audience, with subtitles in regional languages for
the local viewers. Additionally several countries followed the trend started b Netherlands of
using the national anthem of the country as the music to the videos. The style of narration has
been observed to be varied across nations, where some have imitated President Trump while
others have utilized their own unique techniques. In terms of lengths of the videos published,
it was found that Germany had published the lengthiest video while Belgium had published
the shortest video. Similarities have also been observed in the content of the videos pertaining
to the subjects of Mexican immigration, physical appearance of the President and his attitude
towards women.
Other statistical studies regarding the viewership and acceptance of the videos on
online social platforms also provides valuable information about the success of the series of
‘Every Second Counts’. The aspect of viewership shows that the most popular videos are
that of the pioneer Netherlands, followed by Switzerland and Germany. In the aspect of
disliked videos it is seen that the video published by Yemen is the most disliked video by
viewers. It is also observed that unofficial videos have been disliked more than the official
videos of the various countries. The study thus shows that official videos have received
greater participation from the global audience in terms of responses from other countries as
well.