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This was not an election received or misplaced on coverage alone. Whereas political events launched detailed plans round cost-of-living aid, power, healthcare and schooling, the battle for consideration performed out throughout a unique terrain. One formed by id, digital influencers and polarised media narratives.
1. Coverage set the agenda, however didn’t maintain it
At the beginning of the marketing campaign, conventional media targeted on acquainted priorities. The Labor authorities’s Could finances led with cost-of-living aid, gasoline excise adjustments and elevated rental assist. The Liberals responded with proposals for nuclear power and a plan to chop 40,000 public service jobs. Whereas these points framed the early weeks, they have been shortly overtaken in on-line discussions by tales with extra cultural weight.
On social media, a video evaluating Peter Dutton to Donald Trump circulated broadly, whereas Anthony Albanese’s “delulu with no solulu” second throughout a Comfortable Hour podcast interview was picked up by nationwide shops and broadly shared on social platforms. Character typically generated extra curiosity than coverage.
2. Messaging technique went past the platforms
Each main events tried to have interaction youthful voters the place they spend their time. Albanese’s look on podcasts and his interviews with influencers like Abbie Chatfield mirrored a values-driven strategy. Dutton’s look on Sam Fricker’s podcast focused younger males by a extra informal, conversational format.
Mainstream media coated these appearances however typically by the lens of political ways slightly than substance. When Abbie Chatfield’s pro-Greens posts attracted AEC scrutiny in early April, the story turned extra about influencer regulation than her political message.
3. Polarisation dominated public debate
The second leaders’ debate on 10 April marked a turning level, with stark contrasts on power, schooling and immigration. Dutton’s give attention to crime and border management drew backlash, whereas Albanese was seen as calm however cautious. As an alternative of clarifying get together variations, the talk intensified present divides.
On-line commentary shortly break up alongside ideological traces. Audiences didn’t simply debate the leaders’ factors however used the talk to strengthen partisan views, highlighting how polarised public discourse has turn into.
4. Influencers reshaped election storytelling
Influencers turned central to election storytelling. Abbie Chatfield confronted sturdy assist and criticism after posting in regards to the Greens and questioning the Liberal Celebration’s media technique. The Juice Media launched satirical movies focusing on defence and power insurance policies, resonating with disillusioned youthful audiences.
Even incidents unrelated to official campaigns turned flashpoints. In February, a video from an Israeli influencer alleging antisemitic feedback by NSW nurses went viral, triggering political statements and shifting media consideration to broader problems with hate speech and accountability on-line.
5. Tradition wars outpaced coverage within the ultimate stretch
Because the election neared, cultural tensions gained traction. On 12 April, media consideration turned to Peter Dutton after reviews emerged that his Labor opponent Ali France was main in Dickson. Across the similar time native authorities dismantled a tent encampment within the space whereas Dutton was campaigning in Perth. This raised questions on management and visibility on native points.
Throughout social and information media, themes like Gaza, curriculum debates and id politics took centre stage. Slogans similar to “Get Australia again on monitor” have been interpreted as echoes of US political rhetoric. Jacinta Worth and Clive Palmer have been each linked to comparable messaging, fuelling memes and commentary in regards to the Americanisation of Australian politics.
Quite than rallying round shared coverage issues, audiences engaged with content material that mirrored deeper anxieties about nationwide id and worldwide affect.
What stood out essentially the most wasn’t essentially the coverage itself, however the moments, memes, and messages that tapped into cultural tensions. The liberty for media and social media customers to attach with and amplify these narratives created an enviornment the place some politicians struggled to have interaction successfully. Whereas some caught to get together traces with out totally understanding the patterns driving media and social discourse, others embraced the shift, adapting to the rhetoric that was rising on-line. The lesson is obvious: in immediately’s media atmosphere, ignoring what individuals are saying or the patterns of dialog isn’t an choice.
Uncover extra of our political information providers
”
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Weblog
Media and social highlights from the election marketing campaign 2025
This was not an election received or misplaced on coverage alone. Whereas political events launched detailed plans round cost-of-living aid, power, healthcare and schooling, the battle for consideration performed out throughout a unique terrain. One formed by id, digital influencers and polarised media narratives. 1. Coverage set the agenda, however didn’t maintain it On the […]
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The most important affect on public notion of the 2025 election marketing campaign was not coverage. It was id, tradition wars, and a rising concern of Australia ‘changing into America’. What started as a give attention to easing the price of residing shortly widened right into a broader debate about nationwide id. Media protection and social media feeds revealed a tug of conflict. On one aspect was coverage messaging. On the opposite, gaining appreciable floor, have been tradition and id narratives fuelled by anxiousness over exterior affect.
At the beginning of the election cycle in early March, information protection centred on value of residing pressures and tax cuts. The Labor authorities’s finances announcement and the Liberal Celebration’s response cemented the agenda, with subjects like grocery store value gouging, gasoline excises, and nuclear power proposals placing a chord with voters. Early dialogue on social media confirmed a transparent give attention to making life extra inexpensive for households. However within the background, frustration round Donald Trump’s proposed tariffs and issues about Australia–U.S. relations started to floor. Peter Dutton’s early promise to chop 40,000 public service jobs and push for a return to workplace work additional fuelled comparisons between Dutton and Trump amongst Australian audiences.
Because the election cycle progressed, worldwide occasions and conflicts moved to the forefront. Trump’s presence in world headlines alongside Canada’s equally timed election, intensified comparisons between Australian and Canadian public attitudes towards American affect. Media narratives shifted from home cost-of-living issues to broader conversations about defending the Australian lifestyle and defending nationwide pursuits significantly in schooling, reshaping the battleground on which voters made their choices.
On March 28, protection and dialogue spiked as Anthony Albanese formally introduced the election date. Earlier, on March 10, a surge in dialog centred on new polling that urged a possible hung parliament, sharpening media give attention to Labor. Albanese’s look on At this time, the place he responded to frustrations about delayed campaigning with, “We’re nearly serving to folks, as a result of that’s what folks count on,” bolstered his picture as a community-focused chief and contrasted with how previous prime ministers have been criticised throughout disasters. In the meantime, Peter Dutton’s social media consideration rose on April 12, as reviews surfaced of his opponent Ali France main in Dickson whereas an area tent encampment was demolished by Moreton Bay Council. Dutton, campaigning in Perth through the demolition, attracted criticism. A number of days later, a compilation of clips linking Dutton to Donald Trump circulated broadly. These moments highlighted the distinct management types that formed voter perceptions all through the marketing campaign.
Though Labor drew essentially the most consideration general, Dutton and the Liberals gained momentum throughout social media. The Liberal Celebration’s early use of tendencies, AI instruments, and memes attracted dialog, however the involvement of influencers and podcasts proved polarising. Protection additionally highlighted a generational divide, with younger girls leaning left and younger males leaning proper. Influencers performed a key position in shaping these dynamics, from Albanese’s Comfortable Hour podcast look on March 26, the place his “delulu with no solulu” problem dominated information cycles, to Dutton’s interview on Sam Fricker’s podcast aimed toward younger male voters. Because the marketing campaign progressed, information more and more targeted on character assaults and gaffes on the expense of coverage debate. Points like housing, grocery store competitors, HECS aid, and power payments remained core to get together platforms, however many audiences have been drawn into yarns masking character clashes and tradition wars.
Essentially the most shared information objects from the start of the marketing campaign to just lately underline this shift of consideration to cultural battle. Posts in regards to the mobilisation of Muslim voters round Gaza, criticism of Liberal candidates campaigning in navy uniforms, warnings about public service job cuts, and debates over the political leanings of younger male voters all reveal how particular cultural flashpoints and area of interest group appeals dominated dialogue. As an alternative of broad coverage debates, election discourse was fragmented into controversies that infected identity-driven tensions, polarised audiences, and heightened mistrust.
Whether or not leaders spoke about getting Australia again on monitor, constructing a greater Australia, and even making Australia nice once more, these slogans signalled clear messages to voters. As a rule, the general public expressed a want to distance Australia from the USA, significantly in defending healthcare and schooling methods that set Australia aside. Early within the marketing campaign, when a journalist urged Anthony Albanese’s use of “construct again higher” echoed Joe Biden’s slogan, the remark was shortly dismissed. Although not formally endorsed, the slogan’s use by Jacinta Worth and Clive Palmer shortly eclipsed get together traces, fuelling memes and comparisons to US Republicans throughout social media. This did little to assist the Liberals distance their official slogan, ‘Get Australia again on monitor,’ from US political parallels. As Trump’s affect turned a speaking level, glimpses of Trump-style messaging have been eagerly picked up by information shops and social media alike, typically overshadowing Labor’s marketing campaign messaging and limiting its cut-through.
Because the marketing campaign unfolded, it turned tougher to separate coverage from character or guarantees from the cultural narratives surrounding them. Media and social media consideration did greater than mirror public curiosity. They helped form it, steering the election dialog towards id, values, and questions on Australia’s place in a altering world. Whether or not that affect outweighed coverage in swaying voters remains to be up for debate, but it surely clearly modified how the marketing campaign was seen, shared, and remembered.
Uncover extra of our political information providers
”
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Weblog
Did tradition wars reduce by greater than coverage on the election path?
The most important affect on public notion of the 2025 election marketing campaign was not coverage. It was id, tradition wars, and a rising concern of Australia ‘changing into America’. What started as a give attention to easing the price of residing shortly widened right into a broader debate about nationwide id. Media protection and social media feeds revealed a […]
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With social media platforms changing into central to political engagement, figures like Abbie Chatfield, Friendlyjordies, and The Juice Media are amplifying progressive causes and difficult conventional political narratives. However how important is their affect? Are they genuinely influencing the election dialog, or is their affect extra about their capability to seize consideration and drive engagement? This evolving development raises essential questions in regards to the position of influencers in fashionable elections and the way they’re reshaping the best way political messages are communicated to youthful, digital-savvy voters.
Because the 2025 Australian federal election nears, influencer involvement has gained consideration, with social media main the cost whereas information protection initially lagged. Prime Minister Anthony Albanese and Opposition Chief Peter Dutton are tapping influencers to attach with youthful voters—Albanese engages with Abbie Chatfield’s viewers by values-driven storytelling, whereas Dutton targets younger males with Sam Fricker’s relatable podcasts. This displays a broader shift from conventional media to platforms like TikTok and Instagram. Journalists are more and more masking these influencer-driven moments, typically specializing in the viral unfold and political fallout. As an example, a viral February 13 video from an Israeli influencer accusing two NSW nurses of hateful feedback dominated Australia’s information cycle, prompting swift political reactions. Protection typically focuses on political responses, not the influencers themselves. This development was additionally seen with Greens Chief Adam Bandt’s DJ occasion in Melbourne, the place media famous his try to have interaction youthful voters. The Australian Electoral Fee cleared Chatfield’s posts that includes Albanese and Bandt, highlighting the rising regulation of influencer political content material. This focus in the direction of viral moments over coverage discussions raises questions in regards to the affect on undecided voters and the evolving position of journalists in political engagement.
Influencers like Abbie Chatfield, The Juice Media, and Friendlyjordies have gotten central to the election rhetoric forward of the 2025 Australian federal election. Chatfield, who confronted scrutiny from the AEC, used her platform to rally assist for the Greens, positioning herself in opposition to what she described as a Liberal media technique to discredit influencers. Her posts, significantly defending her political involvement, have garnered sturdy assist. In distinction, some critics dismiss her political position, questioning her credibility. The Juice Media, recognized for its sarcastic takes on authorities coverage, continues to problem political narratives with irreverent content material, resonating with youthful, disillusioned voters. Nonetheless, their strategy additionally faces backlash from those that see it as too cynical or divisive. Equally, Friendlyjordies critiques each main events, significantly Labor’s stance on progressive points, whereas encouraging followers to unite in opposition to company greed. His platform sparks heated debates, igniting each assist and criticism.
General, these influencers have gotten polarising figures, amplifying political engagement whereas intensifying the ideological divide on social media, in the end shaping the rising affect of social media figures within the election discourse.
Chatfield, a vocal supporter of progressive causes like Palestinian liberation and girls’s rights, has gained a powerful following however faces criticism for oversimplifying political points and for her perceived naivety, particularly relating to preferential voting. Ferguson, who critiques colonialism and helps Palestinian liberation, is praised by supporters however criticised for missing depth in her activism, with some accusing her of ignoring intersectionality. Friendlyjordies, recognized for satirical commentary, is admired for calling out political corruption, however his critics accuse him of bias in the direction of Labor and oversimplifying advanced points. The Juice Media, utilizing sarcasm to critique authorities insurance policies, resonates with disillusioned younger voters however alienates others who discover their strategy too cynical. These influencers contribute to a rising divide in Australian politics, mobilising progressive actions whereas deepening ideological rifts, as their content material each challenges conventional politics and fuels polarisation.
Key points like defence, the price of residing, and schooling are dominating political discourse and social media conversations. International occasions, together with Trump’s affect on worldwide relations and commerce, have sparked sturdy reactions, with Albanese going through backlash over Australia’s stance on Gaza and its defence ties with Israel. In the meantime, Dutton’s feedback on Ambassador Kevin Rudd and allegations of election interference have stirred tensions. On social media, debates over defence—highlighted by Indonesia’s denial of Russia’s navy presence close to Darwin—and value of residing issues are intensifying. Schooling stays a key level of distinction, with Albanese’s Free TAFE coverage gaining assist whereas Dutton faces criticism for prioritising fossil gasoline subsidies. Influencers are driving a lot of this engagement, however their position in amplifying already polarised narratives raises questions on whether or not they’re really reflecting voters’ issues or deepening divides because the election approaches.
These conversations play out in opposition to a panorama wherein social and information media have totally different – however overlapping – priorities. They’re driving debates on all the pieces from schooling and nuclear power to Trump-style politics and renewable power. With the 2025 federal election on the horizon, tales sparked by creators — whether or not by critique, leaks, or commentary — have gotten a part of the political media combine. It’s a shift that’s unfolding in actual time, and one which’s reshaping how narratives break, unfold, and achieve momentum. However as these voices develop louder, one factor is obvious: Are they really amplifying the issues of on a regular basis Australians, or are they pushing additional divides in a panorama already ripe with fragmentation?
Uncover extra of our political information providers
”
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Weblog
The rise of influencers within the 2025 Australian federal election panorama
With social media platforms changing into central to political engagement, figures like Abbie Chatfield, Friendlyjordies, and The Juice Media are amplifying progressive causes and difficult conventional political narratives. However how important is their affect? Are they genuinely influencing the election dialog, or is their affect extra about their capability to seize consideration and drive engagement? This […]
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In Singapore, the rise of podcasting has shifted from leisure and life-style into a brand new enviornment – public discourse and politics. Because the 2025 Common Election attracts close to, podcasters are making waves throughout on-line information and social media. To kick issues off, we used Narrative AI, the primary search engine for public opinion, to establish how giant the worldwide narrative on podcasts and their affect on audiences is within the final 6 months, utilizing knowledge from X.
We subsequently narrowed the main target of this world development to Singapore and analysed on Pulsar TRAC greater than 7k mentions throughout platforms like YouTube, Fb, Reddit, TikTok, podcasts, On-line Information, blogs and boards to know the place the discourse is coming from, which channels are capturing the podcasters’ content material and the way audiences are responding to this content material.
Mentions of podcasts in information and social media are rising
Social media is the place the bigger chunk of podcast dialog is happening, particularly these episodes that function a political determine, journalist or those who embody healthcare-related discussions. The audiences that have interaction with these movies, majority being on YouTube, seek for political credibility that resonates with them. Younger Singaporeans watching these podcasts count on to see leaders who don’t simply uphold the picture of being a politician, but additionally somebody who’s grounded and reliable.
Youth and politicians’ lives dominate podcast narratives
The audiences that eat these podcasts essentially the most are younger Singaporeans seeking to take part within the dialog as a lot as they will. These audiences are being extra proactive than ever.
With youthful voters consuming media in a different way, these appearances are efforts by political candidates to attach with the general public. Lawrence Wong, Josephine Teo, Indranee Rajah, and Desmond Tan, have used podcasts to speak instantly with the general public – sidestepping conventional media filters.
High podcasters on election-related content material
After we give attention to who essentially the most talked about podcasters round election content material are, the Straits Instances’ podcasts, the Each day Ketchup and Yah Lah BUT emerge on high. These podcasts have figured that essentially the most discourse occurs round content material that’s both instructional or controversial round elections. The general public is actively responding to political content material shared by way of podcasts, significantly these by The Straits Instances and unbiased reveals like Yah Lah BUT.
How are podcasts doing on Tiktok?
@thedailyketchup Is WP really the broader tent? A closer look at how it compares to PAP. 🤔📊 #SingaporePolitics#WPvsPAP #GE2025 #SGOpposition #DailyKetchup
♬ original sound – The Daily Ketchup🚀 (TDK) – The Daily Ketchup🚀 (TDK)
Satire and irony are key methods to make politics palatable, particularly for youthful, digital-native audiences. The Each day Ketchup and Yah Lah BUT are mixing severe subjects just like the GE2025, get together agendas, healthcare, and opposition voices with humour that make them nearly meme-worthy. Posts similar to “PAP actually stated: ‘Belief me, bro’” TikTok clips present that these are genuinely made for content material to go viral whereas retaining severe undertones too.
What’s attention-grabbing to notice is that The Frequent Of us, with content material in Malay and Indonesian, is tapping right into a cross-border Southeast Asian viewers and has among the highest engagement on its content material. Native slang, cultural jokes, and informal festive content material like Raya greetings and songkok jokes have generated hundreds of views, at instances outperforming English-language political pods. This means a big, under-acknowledged urge for food for vernacular podcast content material that has a mix of humour and relatability.
Podcasts are now not simply background noise – they’re changing into probably the most related methods Singaporeans have interaction with politics. With excessive engagement on platforms like TikTok and YouTube, a large unfold of subjects from youth points to get together politics, and rising presence in each mainstream and social media, podcasters are carving out a key position in shaping the GE 2025 dialog.
Concerned with studying extra? Electronic mail us at data@isentia.com
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Weblog
What’s making podcasts stand out forward of the Singapore GE2025?
In Singapore, the rise of podcasting has shifted from leisure and life-style into a brand new enviornment – public discourse and politics. Because the 2025 Common Election attracts close to, podcasters are making waves throughout on-line information and social media. To kick issues off, we used Narrative AI, the primary search engine for public opinion, to establish […]
