Trump / Harris Election shifts media influence from networks to podcasts

The days when television networks and major newspapers were the ultimate arbiters of political influence are gone. 

This U.S. presidential season has marked a definitive pivot into a new media era, where the power of mass media to shape public opinion has been overtaken by smaller, more insightful voices emerging through podcasts and other socially shared platforms. 

Individuals choose direct, often unfiltered voices over traditional news anchors and sensational pundits, seeking diverse perspectives that mainstream media can no longer fully deliver. Many listeners are finding that these platforms offer the kind of depth and insight that is lacking in mainstream outlets.

Increasingly, broad-platform news organizations have taken on the role of partisan cheerleaders, aligning their narratives with either left or right-wing ideologies. Essentially, those outlets have neutralized the powerful balance of the mighty pen (or keystroke) in favour of obviously-coloured poms poms in - a desperate search for relevance and audience share. 

These factors contribute to high engagement and influence. For example, 78% of podcast listeners reported using podcasts to explore current events more deeply, while 63% said podcasts influenced their opinions on issues.

The Pew Research Center also found that about 41% of podcast listeners regularly consume political or government-related content, highlighting podcasts’ role in shaping public discourse. Many listeners also report that podcasts inspire them to take action, whether by discussing topics with others, participating in civic activities, or supporting causes.

This shift in trust and engagement underscores how podcasts, especially, are meeting the demand for more nuanced and personalized information, distinguishing them as a rapidly growing and reliable alternative to traditional media platforms.

As we move forward, it’s clear that this New Media era isn’t just here; it will be reshaping the landscape of political commentary and, ultimately, our democracy itself well into the future. 

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