How podcasts, personal networks, and new media shifted the balance of political power.
What to Know:
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29% of Americans relied on friends and family for election information, surpassing news media (26%).
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Only 8% cited local news as a primary source; 25% were satisfied with local political coverage.
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Figures like Joe Rogan and Alex Cooper shaped voter narratives, eclipsing traditional journalism.
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56% believed the U.S. was in a recession; 49% thought unemployment was at a 50-year high—both incorrect.
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Trump led by 19 points among voters who consumed no news; Harris led by 6 points among heavy news consumers.
The 2024 election highlighted a dramatic evolution in how Americans consume election information. Insights from Axios and CHIP50 revealed a growing reliance on personal networks and new media platforms, leaving traditional outlets struggling to maintain their influence. This shift has far-reaching implications for campaigns and voter engagement strategies moving forward.
Friends, Family, and the Echo Chamber Effect
A survey by The Civic Health and Institutions Project revealed that friends and family overtook traditional news media as the top source of election information, with 29% of Americans citing their personal networks compared to 26% relying on news outlets. This shift was most pronounced among younger voters aged 18-24 and Republicans, groups that were far more likely to depend on informal, interpersonal communication for their political insights.
This growing preference for personal networks creates unique challenges. Information shared within these groups often lacks the rigor of professional journalism, making it susceptible to bias and misinformation. Campaigns must rethink their approach, focusing on influencing smaller, hyper-local conversations rather than relying solely on mass media. Building trust within these micro-communities is essential, particularly when targeting demographics that have grown disillusioned with traditional news.
Traditional News Media’s Waning Influence
While traditional outlets still attract older Americans and those with higher education or income levels, their overall influence is shrinking. National news remains significant in certain regions like Connecticut, Massachusetts, and Nevada, but local news is struggling to remain relevant. Only 8% of Americans cited local news as their primary source of election information, with the highest reliance found in Hawaii, Louisiana, and South Carolina. Even more concerning is the low satisfaction rate; just 25% of respondents expressed being very or extremely satisfied with local political coverage, according to CHIP50.
For political campaigns, this presents both a challenge and an opportunity. The declining relevance of local news underscores the need to provide high-quality, localized content that fills the gaps left by struggling outlets. By addressing regional concerns and leveraging trusted local voices, campaigns can re-engage voters who feel underserved by traditional media.
Podcasters, Influencers, and the New Media Frontier
Non-traditional media personalities like Joe Rogan and Alex Cooper have emerged as powerful players in the political landscape. Their conversational, informal styles resonate with younger, digitally native audiences who have moved away from structured news formats. Axios highlighted how these figures dominate political discourse, often bypassing traditional journalism entirely.
This shift underscores the importance of alternative media for campaigns aiming to reach disengaged voters. Candidates who appear on podcasts or engage with platforms like TikTok and YouTube can connect with audiences that traditional news outlets fail to capture. The key lies in adapting messaging to align with the approachable, conversational tone that defines these spaces. For campaigns, mastering the art of relatable storytelling is now just as critical as policy expertise.
Economic Misperceptions Shaped the Narrative
Economic issues remained a decisive factor in the 2024 election, yet public understanding of these issues was often detached from reality. According to CHIP50, 56% of Americans believed the U.S. was in a recession, 49% thought the stock market was down for the year, and 49% believed unemployment was at a 50-year high. None of these beliefs were accurate, but they had a significant impact on voter behavior.
The persistence of these misperceptions highlights a crucial shortcoming in political communication. While the Biden-Harris administration pointed to strong economic indicators such as low unemployment and stock market growth, these messages failed to resonate. This disconnect demonstrates the power of emotional narratives over factual data. Campaigns must prioritize relatable storytelling that connects economic metrics to voters’ daily lives, dispelling misconceptions with clarity and empathy.
Implications for Campaign Strategies
The insights from 2024 demand a fundamental rethinking of campaign strategies. Traditional mass media alone is no longer sufficient. To succeed in this fragmented landscape, campaigns must leverage the power of personal networks, alternative media, and localized outreach. Crafting shareable, conversational content that sparks grassroots discussions can make a significant impact, especially among younger voters.
Engaging with alternative media platforms is equally important. Podcasts, TikTok, and YouTube offer direct access to audiences who consume little traditional news. By aligning with the informal tone of these platforms, campaigns can humanize their candidates and create memorable connections. Campaigns must also directly address economic misconceptions by employing narrative techniques to humanize and make difficult data understandable.
Wrap Up
The 2024 election serves as a blueprint for navigating the complexities of a fragmented media environment. Campaigns must embrace the diversity of information sources and adapt their strategies to meet voters where they are. Whether through personal networks, alternative media, or revitalized local news, success will hinge on crafting authentic, engaging messages that resonate with a polarized and dynamic electorate. There is a unique opportunity to revitalize local media by providing valuable, high-quality content. Partnering with trusted regional voices can enhance engagement and rebuild trust in areas where satisfaction with political coverage remains low.
