The 2024 U.S. presidential race, a tight competition between former President Donald Trump and Vice President Kamala Harris, has placed social media at the center of the election’s influence. Candidates are turning to alternative media platforms like podcasts and social networks to reach younger, undecided voters, avoiding traditional media interviews and instead prioritizing a direct line to audiences. This shift reflects the evolving role of social media and podcasts as key influences in politics, and with global implications, these platforms are setting new norms for election strategies worldwide, particularly in Europe.
Why Social Media Dominates Campaign Strategies
Polling data and engagement metrics reveal that social media platforms are highly influential in political discourse, especially among the younger, undecided demographic. Trump and Harris’s contrasting approaches to social media platforms underscore its importance:
- Trump on Joe Rogan: Trump’s appearance on the Joe Rogan Experience has stirred significant attention. As one of the most popular podcasts in the U.S., reaching nearly 19.5 million listeners weekly, Trump’s choice is a tactical move to capture the attention of independent voters.
- Harris’s Choice: Harris has also opted for high-profile podcast interviews, but she strategically selected shows like Club Shay Shay with Shannon Sharpe and All That Smoke, both of which resonate with African American communities and younger audiences.
This trend underscores the role of social media and podcasting as vehicles for more personal storytelling and casual conversations, allowing candidates to circumvent traditional media’s structured, hard-hitting interview formats.
The Role of Podcasts in Political Campaigning
Political podcasts have evolved from niche platforms to influential spaces for voter engagement. Social media-based broadcasting brings audiences closer to candidates, fostering a sense of intimacy:
- Demographic Reach: Data from Edison Research indicates that podcasts have a significant influence among voters aged 18-34, who are undecided and less likely to align strongly with either Democratic or Republican platforms. For instance, 55% of this demographic does not affiliate with either party, and 38% consider themselves independents.
- Casual Yet Influential: The informal nature of podcasts provides candidates with a safe space to communicate key policies without intense scrutiny, fostering connection over confrontation.
Podcasts like Joe Rogan’s offer a stark departure from conventional platforms like 60 Minutes, showing the appeal of a less filtered candidate image. This relaxed approach can be seen as both a strategic way to humanize candidates and a potential risk, as critical policy discussions may be overlooked in favor of friendly banter.
The International Influence of U.S. Political Social Media Strategies
With the heightened impact of social media on U.S. elections, there are rippling effects on global politics, especially across Europe and within the EU. The shift to social media platforms in the U.S. prompts international governments to examine their own media landscapes for both opportunities and challenges:
- European Union’s Response to Social Media Political Campaigns: European nations, sensitive to potential misinformation, have watched the rise of social media-driven campaigns with concern. With foreign influence operations like those conducted by RT (Russia Today), the EU has enacted regulations to limit foreign-backed media manipulation. For instance, both France and Germany have implemented laws addressing disinformation, especially on social media platforms like Facebook and Twitter.
- Influence on Younger European Voters: Just as social media sways young American voters, it holds similar appeal for European youth. Studies show that 83% of European youth consume news on social media platforms like YouTube and Instagram. The casual, accessible nature of political content on these platforms increasingly shapes political leanings and engagement levels in European countries.
- Policy Reforms and Regulatory Considerations: Seeing the unregulated growth of social media in U.S. elections, EU countries are debating stricter social media regulations. In Germany, for example, political advertising on social media platforms is subject to transparency requirements under the Network Enforcement Act (NetzDG), which mandates that social networks report content takedowns and user complaints to the government.
Global Risks of Social Media Influence Operations
The U.S. Justice Department’s allegations against six major right-wing influencers as participants in Russian influence operations serve as a cautionary tale for global elections. By strategically amplifying specific narratives, influence operations can exploit social media’s reach and undermine democratic processes. For example, allegations surfaced regarding RT-backed content pushing narratives favoring Russia’s interests, contributing to public discord in the U.S. and potentially weakening opposition to Russian policies.
Social Media vs. Traditional Media in the U.S. Election Landscape
While traditional media has historically served as a source of reliable information, its influence is waning, with podcasts and social media proving more effective in reaching target demographics. Politicians now engage audiences directly through their own platforms or popular podcasts, limiting the role of mainstream news:
- Legacy Media vs. Social Media Reach: Major news channels like CNN, MSNBC, and Fox News are increasingly competing with influencers on YouTube, Twitter, and TikTok, where younger voters seek more direct content. The reliance on influencer content reduces the influence of journalistic rigor and allows politicians to bypass contentious interviews.
- The ‘Podcast Election’ Era: According to research by the Reuters Institute for the Study of Journalism, the phenomenon of a “podcast election” reflects a fundamental shift in how political figures communicate with the public, relying on “genre manipulation” to increase their visibility. For instance, categorizing political content under “education” within Apple’s algorithm may help certain podcasts rank higher and reach broader audiences.
Social Media’s Role in Framing Political Narratives
One of social media’s most powerful impacts is its capacity to shape narratives. Through podcasts and YouTube, Trump and Harris can tailor their narratives to appeal to specific voter groups, subtly influencing public opinion:
- Narrative Shaping and Echo Chambers: By appearing on niche podcasts, candidates like Trump and Harris can selectively address key topics—such as healthcare or national security—resonating with different communities. This amplifies the echo chamber effect, where audiences primarily receive viewpoints they already favor, diminishing the diversity of perspectives they are exposed to.
- Algorithmic Influence: Algorithms on platforms like YouTube and TikTok prioritize content that garners high engagement. This trend often amplifies sensational or polarizing content, potentially distorting the reality of candidate platforms and polarizing public opinion. The algorithmic influence of social media platforms thus compounds the impact of tailored political messaging.
Social media redefines campaigning
The 2024 election highlights how social media redefines campaigning and engagement strategies, especially in targeting younger, undecided voters. Platforms like podcasts and YouTube enable Trump and Harris to bypass traditional media gatekeepers, connecting with audiences directly in a controlled and favorable manner. However, as global audiences increasingly consume political content through social media, international regulatory bodies—particularly in the EU—may adapt stricter policies to curb the risks of misinformation and influence operations.
As countries worldwide observe the U.S. model, the influence of social media on elections will likely prompt global reforms. The evolving media landscape emphasizes the need for transparency, oversight, and resilience to safeguard democratic processes and uphold information integrity in an era where social media wields unprecedented power.
References
- Edison Research. (2024). Podcast Demographic Studies and Influence Metrics. Retrieved from Edison Research.
- Reuters Institute for the Study of Journalism. (2024). The Changing Influence of Social Media in Political Campaigns. Retrieved from Reuters Institute.
- European Union. (2024). Social Media Regulations and Misinformation Policies. European Council. Retrieved from EU Policies.
- Kiesche, M. (2024). Edison Infinite Dial Report: Social Media Influence on Youth Voting.
