In the age of the influencer, does the political backing of News Corp matter anymore?

In recent years, the landscape of political communication has transformed dramatically. Influencers on platforms like TikTok and Instagram are taking on roles traditionally held by journalists, reshaping how information is disseminated and consumed. Their ability to engage millions with personal insights and unfiltered opinions has given them unprecedented sway over public discourse, often overshadowing traditional media outlets like News Corp. This shift raises questions about the relevance and influence of established media conglomerates in shaping political narratives. Politicians have adapted to this new media environment by increasingly appearing on podcasts and leveraging the expansive reach of social media. These platforms offer a direct line to voters, allowing politicians to present their messages without the mediation of traditional news organizations. Campaign advertising has also evolved, with digital strategies prioritizing engagement and relatability over conventional broadcast methods. As a result, the role of legacy media in political campaigns is being reevaluated, with direct influencer endorsements gaining traction. While News Corp and similar entities continue to hold significant power, particularly among older demographics, the rise of digital influencers signifies a shift in the political communication paradigm. The effectiveness of political backing from traditional media is now measured against the viral potential of a well-placed social media post. As audiences diversify their information sources, the future of political influence may well hinge on the ability to adapt to this rapidly changing media landscape.

— Authored by Next24 Live