BITES // 11.07.24 // DEMOCRATIZING MEDIA
Every month, we collect six of the best web content pieces and share them with you because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside in.
OVERVIEW -
The 2024 U.S. election saw a shift toward non-traditional media as a primary outlet for both campaigns and news coverage. With younger voters increasingly consuming content through podcasts, live streams, and social media, both candidates adapted their strategies to reach this key demographic. Podcasts, in particular, became a battleground for winning over undecided voters, offering a more personal and unfiltered form of communication compared to traditional news outlets. Live streaming platforms like Twitch, YouTube, and X have also been embraced, providing direct interaction with voters in real-time.
1. AMAZON MADE ITS FIRST MOVE INTO TV WITH ELECTION NIGHT SPECIAL
Former NBC News anchor Brian Williams hosted a special presidential election-night program on Prime Video along with former Fox News anchor Shepard Smith. While Prime already features live news from networks like ABC News Live, CBS News 24/7, CNN Headlines, LiveNOW from FOX, NBC News Now, and Reuters, this one-night event focused on delivering election results and analysis, without its own decision desk. Traditionally, Amazon has avoided standard news programming, favoring the more profitable realm of live sports. Reflecting on the shift, Williams said, “After 41 years in the business, from local news to network shows to cable news, this feels like the next big thing.” Though Amazon played a smaller role on election night, its approach to this special was called a “fever dream” by The Washington Post, complete with a gigantic screen full of Americana juxtaposed with a somewhat relatable Williams scrolling his phone for updates.
2. GOOGLE BLOCKS ELECTION ADS AFTER VOTING DAY
The goal is to prevent the spread of misinformation while the process plays out after voting day November 5th. Google implemented a similar policy in 2020, aimed at preventing the spread of misinformation about voting, particularly candidates declaring victory before results are confirmed. A Google spokesperson said the company is taking the step “out of an abundance of caution and to limit the potential for confusion, given the likelihood that votes will continue to be counted after Election Day.” The ad pause will apply to all U.S. election-related content across Google platforms, including Google Ads, YouTube, and Google’s Ad Exchange. It affects ads related to federal, state, or local elections, including ads placed by political parties or promoting ballot measures. However, it won’t apply to public information campaigns run by state or federal election offices. Meta is on the same wavelength as Google, originally their regular elections advertisement blackout period was set to be in place from October 29th till November 5th, but now, Meta is extending that for an undefined period to limit potential concerns.
3. PODCASTERS ARE THE NEW POLITICAL POWER BROKERS
Podcast interviews have become key for reaching younger voters, who often consume less traditional media. Seen as more authentic than mainstream outlets, podcasts offer candidates a direct connection with listeners. Kamala Harris kicked off her media tour on "Call Her Daddy," a podcast popular among women 18-24, discussing topics like reproductive rights and debt. Harris also did a podcast with All The Smoke and the Breakfast Club. She also joined Stephen Colbert, Howard Stern and The View to persuade pivotal groups like younger voters, older Americans, and Black and Latino audiences that she’s worth voting for. Kamala and her campaign appeared to have decided that the risk of more unscripted interviews was worth taking. Meanwhile, Trump focused on male-centric podcasts like those hosted by Mark Calaway who he chatted about sports and wrestling, Barstool Sports, Joe Rogan, Theo Von, Logan Paul, and Lex Fridman. Comedian Andrew Schulz hosted Trump on his podcast “Flagrant” along with Elon Musk on X’s audio-streaming feature, Spaces. Both candidates viewed podcasts as crucial to winning over undecided voters.
4. CREATORS AND CELEBRITIES ARE THE NEW INFLUENCE
Online creators hold significant influence over young voters, making them key players in political movements. As a result, 200 creators were credentialed to cover the 2024 DNC in Chicago. This comes after the White House hosted the Creator Economy Conference to address industry issues. Donald Trump tapped into Adin Ross’ conservative audience with a livestream, while Twitch acknowledged the impact of streaming in reaching voters. Trump also joined TikTok in June despite past criticism, since then he’s garnered over 12 million followers. The former President also founded Truth Social earlier this year, setting up a new media platform. Elon Musk also heavily endorsed Trump, even offering a super PAC for $1 million to swing state voters. On the other side, livestream chat rooms have become vital organizing spaces, like the viral “White Dudes for Kamala” fundraiser. She also got to talk to Kamala Harris on SNL. Kamala Harris also launched her own Twitch channel to rival Trump’s efforts. Beyoncé and Kelly Rowland even made an appearance at and delivered a powerful speech with Beyoncé performance at a rally in Houston. Rapper Eminem made a political appearance to support Vice President Kamala Harris's presidential campaign at an event in Detroit. Bill Gates, who also has not publicly endorsed a candidate, privately told people he donated $50 million to a nonprofit supporting Harris’s run. Julia Roberts voiced a new ad for the Harris campaign.
5. POP CRAVE ELECTION
Everything is now just a content delivery service for the internet’s army of update accounts, who are the real arbiters of this election. The biggest update account is, of course, Pop Crave. It has 1.8 million followers on X. Pop Crave has successfully reconfigured how news functions in the US. There are hundreds of these update accounts, for every niche you can imagine. There’s a Pop Crave for right-wing propaganda, for movies, for video games, for basketball, for Brazil. And even Vice President Kamala Harris’ campaign has one. Most of these accounts got big during the initial wave of the COVID pandemic, the moment Twitter, when it was still called that, replaced cable news in the US as the country’s last real artery of monoculture. Quick updates, every few minutes, packaged neatly into a tweet. And those posts then trickle down to the rest of the web. They’re screenshot and posted to Instagram and regularly drive conversation on sites like Reddit and TikTok.
6. TIKTOK AND META BANNED RUSSIAN STATE MEDIA
Meta banned Russian media outlet, RT, Rossiya Segodnya, and other Russian state media from its platforms after uncovering a scheme using U.S. right-wing commentators to amplify political division.The goal was to sway U.S. voters toward pro-Russia views, leading Meta to take quick action against coordinated influence efforts. TikTok followed suit, removing several Russian state media profiles that were also attempting to influence the U.S. election. TikTok had already restricted these accounts in the EU and U.K., but the latest evidence prompted a complete ban. TikTok’s recent report revealed it removed 5 networks and 7,792 accounts linked to manipulation in August alone. TAKEAWAY-
The 2024 U.S. election saw an increasing shift focus toward non-traditional media, such as podcasts, live streams, and social media platforms, as key outlets for campaigns and news. Candidates leveraged these channels to reach younger, more diverse audiences who are less likely to engage with traditional news sources. Podcast interviews, Twitch streams, and creator collaborations became critical tools for connecting with voters, offering a more direct and authentic way to communicate. Both major parties are now using online creators and digital platforms to drive political discussions, reflecting the growing power of non-traditional media in shaping voter opinions.