{"id":740,"date":"2024-11-11T14:39:11","date_gmt":"2024-11-11T14:39:11","guid":{"rendered":"https:\/\/www.electionanalysis.ws\/us\/?page_id=740"},"modified":"2024-12-03T11:37:24","modified_gmt":"2024-12-03T11:37:24","slug":"podcasting-as-presidential-campaign-outreach","status":"publish","type":"page","link":"https:\/\/www.electionanalysis.ws\/us\/president2024\/section-7-popular-culture\/podcasting-as-presidential-campaign-outreach\/","title":{"rendered":"Podcasting as presidential campaign outreach\u00a0"},"content":{"rendered":"\n
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Ava Kalinauskas <\/em><\/strong><\/p>\n\n\n\n

Research Associate at the United States Studies Centre, focusing on US domestic politics and elections.<\/p>\n\n\n\n

Email: ava.kalinauskas@sydney.edu.au<\/a><\/em><\/p>\n\n\n\n

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Dr. Rodney Taveira <\/em><\/strong><\/p>\n\n\n\n

Senior Lecturer in American Studies at the University of Sydney and Academic Director at the United States Studies Centre.<\/p>\n\n\n\n

Email: rodney.taveira@sydney.edu.au<\/a><\/em><\/p>\n\n\n\n

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U.S. Election 2024<\/h3>\n\n\n\n
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78. Momentum is a meme<\/a> (Prof Ryan M. Milner)
79. Partisan memes and how they were perceived in the 2024 U.S. presidential election<\/a> (Dr Prateekshit \u201cKanu\u201d Pandey, Dr Daniel Lane)
80. The intersection of misogyny, race, and political memes... America has a long way to go, baby!<\/a> (Dr Gabriel B. Tait)
81. Needs Musk: Trump turns to the manosphere<\/a> (Dr Michael Higgins, Prof Angela Smith)
82. \u201cWooing the manosphere: He\u2019s just a bro.\u201d Donald Trump\u2019s digital transactions with \"dude\" influencers<\/a> (Prof Mark Wheeler)
83. Star supporters<\/a> (Prof John Street)
84. Pet sounds: Celebrity, meme culture and political messaging in the music of election 2024<\/a> (Dr Adam Behr)
85. The stars came out for the 2024 election. Did it make a difference?<\/a> (Mark Turner)
86. Podcasting as presidential campaign outreach<\/a> (Ava Kalinauskas, Dr Rodney Taveira)
87. Value of TV debates reduced during Trump era<\/a> (Prof Richard Thomas, Dr Matthew Wall)
88. America\u2019s \u201cfun aunt\u201d: How gendered stereotypes can shape perceptions of women candidates<\/a> (Dr Caroline Leicht)<\/p>\n\n<\/div>\n\n\n\n

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Donald Trump was joined for his post-midnight election victory address by his family; his running mate, J.D. Vance; House Speaker, Mike Johnson; and, co-campaign managers Susie Wiles and Chris LaCivita. One apparent outlier was Dana White, president of the Ultimate Fighting Championship. Speaking third, White thanked YouTube pranksters the Nelk Boys, Louisianan stand-up comedian and podcaster Theo Von, Kick streamer Adin Ross, and \u201cthe mighty and powerful Joe Rogan.<\/a>\u201d Given the US election result, White\u2019s description of the hugely popular podcaster seems apt. <\/p>\n\n\n\n

In the leadup to November 5th<\/sup>, both Kamala Harris and Trump scheduled a string of sit downs with an eclectic mix of influencers, sports players, comedians, and media personalities. It\u2019s not hard to understand why. Almost half of Americans \u2014\u00a0an estimated 135 million people<\/a>\u00a0\u2014say they listen to a podcast monthly, which is more than twice the share who said the same in 2016, during Trump\u2019s first presidential run. On Election Day, the two top streamers, right-wingers Dan Bongino and Steven Crowder, raked in around half a million viewers each,\u00a0exceeding<\/a>\u00a0all media companies except for Fox<\/em> and NBC<\/em>.<\/p>\n\n\n\n

The election results indicate the candidates did not garner equal success tapping into this new media space.<\/p>\n\n\n\n

The porous ecosystem of the podcasting and streaming \u201cmanosphere\u201d abuts stand-up comedy, mixed martial arts, and online bro culture, and it elevates figures such as Elon Musk, Ben Shapiro, and Jordan Peterson, who offer unapologetic claims for traditional gender roles and sorties against \u201cwokeism.\u201d Rogan might be the gravitational center around which this ecosystem orbits, and it contours well with Trump\u2019s anti-establishment message and rebuke of mainstream media. The long and unstructured form of Rogan\u2019s and adjacent podcasts, and their politically and dispositionally sympathetic hosts, allows Trump\u2019s loose rhetorical style\u2014his self-described “weave”<\/a>\u2014to land for audiences familiar with, and wanting, spontaneity and jocular flow. It seems likely that these appearances helped him to propel traditionally low-propensity young male voters to the ballot box.<\/p>\n\n\n\n

In his bid to court the so-called \u201cbro vote,<\/a>\u201d Trump engaged dozens of podcasters and streamers on the political fringe that share a common audience<\/a> of young, politically disengaged men. In the final days of the campaign, Trump\u2014followed by Vance, then billionaire backer Musk\u2014appeared on The Joe Rogan Experience<\/em>, America\u2019s most-consumed podcast<\/a>, <\/em>which culminated in Rogan offering his endorsement<\/a> of the Republican ticket, arguably the zenith for a U.S. presidential election where nontraditional media played an unprecedented role. <\/p>\n\n\n\n

The Trump campaign\u2019s media strategy appears to have paid off. Trump scored massive gains among young men, winning<\/a> this demographic 49% to Harris\u2019 47%. This marks a dramatic swing from 2020, when Joe Biden picked up<\/a> most of the young male vote (52% to Trump\u2019s 41%).<\/p>\n\n\n\n

Trump also made significant inroads in wresting away votes from traditional Democratic constituencies. According to exit polls, Latino men veered<\/a> to Trump in higher numbers than ever before, across red and blue states alike<\/a>. Meanwhile, the Democrats\u2019 edge among Black men was blunted enough<\/a> to tip the scale in Trump\u2019s favor in key swing states such as Georgia, Michigan, and Pennsylvania. <\/p>\n\n\n\n

There are few signs that Harris\u2019 approach to nontraditional media benefited her campaign, despite early enthusiasm<\/a> among young people on social media. An appearance with Rogan, which was reportedly<\/a> on the cards, ultimately fell through after the two parties were unable to agree<\/a> on interview conditions.<\/a> This was viewed by some<\/a> as a missed opportunity for her campaign to engage with young men<\/a>.<\/p>\n\n\n\n

Harris\u2019 strategy instead largely focused on reaching Independent and moderate Republican women through appearing on shows like Call Her Daddy<\/em>, a podcast that is hugely popular<\/a> among women, most of whom are young and a sizeable chunk are Independent voters<\/a>. And Harris\u2019 interviews with former NBA players Matt Barnes and Stephen Jackson for their podcast All the Smoke<\/em> were seen<\/a> as an attempt to shore up support among Black men.
<\/p>\n\n\n\n

Harris hemorrhaged votes to Trump on all fronts. The gender gap<\/a>, though notably wide among young people, did not reach the historic margins<\/a> that were expected in the so-called \u201cgender election.<\/a>\u201d Even among cohorts that Harris won \u2014 such as Black men, women, and young voters \u2014 she secured a far slimmer margin of victory<\/a> compared to Hillary Clinton in 2016 or Biden in 2020.<\/p>\n\n\n\n

As journalist Seema Mehta notes<\/a>, the focus on non-traditional outlets this election cycle reflects the evolution of campaign \u201cmicrotargeting,\u201d tailoring a message to specific blocs of voters rather than the masses. The benefits of engaging with these non-traditional outlets seem clear: cutting through a saturated media market; leveraging the parasocial relationships between hosts and their fans; less chance of pushback than from a trained journalist.<\/p>\n\n\n\n

It also indicates just how ubiquitous \u201cnew media\u201d has become, and their movement from the fringe to the center. Future campaign strategists will continue to adapt to a mediascape beyond the world of prime-time interviews and broadcast advertising. Trump\u2019s victory suggests that they will need to reckon with its gendered structure and composition that, for the most successful shows, speak to the desires and interests of young men.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Ava Kalinauskas Research Associate at the United States Studies Centre, focusing on US domestic politics and elections. Email: ava.kalinauskas@sydney.edu.au Dr. Rodney Taveira Senior Lecturer in American Studies at the University of Sydney and Academic Director at the United States Studies Centre. Email: rodney.taveira@sydney.edu.au Donald Trump was joined for his post-midnight election victory address by his family; his […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":1019,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-740","page","type-page","status-publish","hentry"],"yoast_head":"\nPodcasting as presidential campaign outreach\u00a0 - Election Analysis - United States<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.electionanalysis.ws\/us\/president2024\/section-7-popular-culture\/podcasting-as-presidential-campaign-outreach\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Podcasting as presidential campaign outreach\u00a0 - Election Analysis - United States\" \/>\n<meta property=\"og:description\" content=\"Ava Kalinauskas Research Associate at the United States Studies Centre, focusing on US domestic politics and elections. 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