Media Moguls No Longer Kingmakers: Social Media Reshapes Australian Political Landscape
Traditional media influence wanes as TikTok and podcasts emerge as key political battlegrounds
The era of powerful media barons determining Australian election outcomes has come to an end, according to groundbreaking research released today by The Australia Institute. The study provides compelling evidence of a fundamental shift in how voters receive political information and make electoral decisions in the digital age.
Why It Matters
For decades, newspaper endorsements and televised debates served as pivotal moments in Australian election campaigns. Today, these traditional channels have been supplanted by social media platforms and podcasters who can reach hundreds of thousands of voters instantly - often outpacing established media organizations.
"The endorsement of newspapers used to be much sought-after, but these days such endorsements are practically irrelevant," explains Joshua Black, report co-author and Postdoctoral Fellow at The Australia Institute in ABC news ."Despite the endorsements of all News Corp mastheads and the Australian Financial Review, the coalition suffered a major defeat."
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Key Takeaways
The 2025 and 2022 elections mark the first time in thirty years where the winning party lacked endorsements from most major newspapers
A single TikTok from influencer Abbie Chatfield can rapidly attract approximately 600,000 views - roughly two-thirds the readership of major newspapers in Victoria
Televised leaders' debates, once watched by 70% of voters in 1993, now reach a maximum of just 12% of the electorate
Statistical Evidence of Declining Media Influence
The research highlights a dramatic transformation in Australia's media consumption patterns. In a revealing interview, Black pointed out that historically, "for a period of about 30 years, at almost every Australian federal election, the majority of newspapers officially endorsed the winning party." That consistent pattern has now been broken.
"Anthony Albanese has now won two elections with only a handful of media endorsements," Black noted, underscoring the diminishing relevance of traditional media powerbrokers in contemporary politics.
The Rise of Digital Influencers
The 2025 election has been described as "one of the first of the podcasters' elections" that Australia will experience in the coming years. Political leaders increasingly recognize the value of appearing on popular podcasts and cultivating relationships with digital content creators who have direct access to specific voter demographics.
"These newspapers, which used to have an enormous reach in the community, are struggling to match the reach of, say, an influential influencer or TikToker," Black observed.
While some have raised concerns about the journalistic standards of these new political communicators, Black suggests their impact on democratic engagement may be positive: "I think it's incredibly useful if people can engage with their leaders in some capacity... anything that engages Australian voters with their electoral process I think is a really valuable thing."
The Future of Australian Political Communication
Despite this fragmentation of media channels, Australia appears to be resisting some global trends toward political polarization. According to Black, "Australia's preferential voting system kind of acts as a bulwark against some of that fragmentation. It means that no matter which electorate you live in, you can be confident that of the final two candidates in that race, the majority of people in that electorate preferred the person who got elected."
This evolution in the media landscape opens new possibilities for political leadership, suggests Black: "The spectre of media moguls as political kingmakers still looms large in the imagination of Australia's political class, but this research shows that Australia's major media outlets have little influence over how Australians actually vote. This opens a path to a different kind of politics, where Australia's leaders can govern with courage rather than in fear."
What's Next for Australian Media?
As traditional news outlets adapt to this new reality, the question remains: how will the changing media ecosystem impact future elections and governance? Have we entered a new era of political communication that better reflects voter priorities, or does the rise of influencer politics bring new challenges for democratic discourse?
What role do you believe social media should play in our democratic processes? Share your thoughts in the comments below.
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