Did tradition wars lower by means of greater than coverage on the election path?

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The Singapore normal election was fast and felt like extra of a touch-and-go occasion, however so much was noticed and could possibly be learnt from media and viewers reactions to the occasion.

We analysed, utilizing Pulsar TRAC, greater than 270k mentions throughout on-line information, podcasts, TV, Fb, YouTube, TikTok, Reddit, X, boards and blogs in Singapore between March twenty eighth – Could seventh 2025, to see how the dialog was transferring and being influenced by media and audiences. Based mostly on this, we listed what we’ve learnt from this yr’s election.

Which industries gained essentially the most highlight?

Chee Hong Tat’s defence of the GST hike reveals the PAP leaning closely on long-term fiscal planning. This was primarily coated by media shops just like the CNA, mentioning how these hikes had been to finally work on offering advantages to the seniors of society and that it wouldn’t be attainable if these hikes weren’t in place. Audiences throughout X and Fb expressed their considerations round this, however had been equally appreciative of open dialogue with the general public.

The US and UK coated the election when their media focus was majorly on Trump’s tariffs

The height within the US mentions had been partly a consequence of Trump’s commerce tariffs that wasn’t acquired notably properly by the remainder of the world. PM Wong expressed his opinions on how Singapore continues to be a associate to the US however would anticipate a good tariff fee in return. Large international peaks had been tracked by Reuters and The Guardian that framed the election ballot as a barometer of regional politics. Lots of the international media speak in regards to the opposition events in Singapore and specific {that a} wholesome opposition makes for vital parliamentary debate on important issues like rising dwelling considerations and jobs in Singapore.

Social noticed essentially the most viewers discourse

The Straits Occasions leads the election protection with lots of its articles being linked or reposted round social media, largely Instagram, Fb and Reddit with audiences giving well timed updates on speeches, election avenue campaigning or their favorite candidates, intending to start out dialog. CNA and Mothership present the identical sample, every pulling far bigger numbers as soon as clips hit Fb, X, TikTok and Reddit.

Which hashtags noticed essentially the most engagement on-line?

#ge2025 sat far above each different tag, but celebration tags #pap and #rp nonetheless drove hundreds of mentions. On key phrases, PM Lawrence Wong outranked celebration names with essentially the most talked about on social posts. It’s vital to notice that these mentions are by audiences on social media like TikTok, X, Reddit, Instagram and Fb. These days, even brief clips from podcasts round elections have gotten viral, not simply on Instagram or TikTok, however even on Fb that usually hosts long-ish format movies, second to YouTube.

Podcasts grow to be new medium for election content material for youthful audiences

Yah Lah BUT logged greater than 100 election clips, practically double its nearest podcaster, The Each day Ketchup. Audio hosts combined humour, coverage, and sizzling‑takes that travelled into brief‑type video. These podcasts have been a rising development in Singapore, hosted by kids who typically invite political candidates onto their reveals and pose questions {that a} younger Singaporean want to ask their leaders. These podcasters have seen their content material journey quick on TikTok and Instagram reels for fast insights, however nonetheless have most of their viewers engagement on YouTube.

Singapore’s GE2025 didn’t simply provide political drama—it confirmed how media, each outdated and new, form what folks see and really feel. From viral movies to coverage debates, from mainstream experiences to TikTok podcast clips, each format performed a job. 

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Enthusiastic about studying extra? Electronic mail us at data@isentia.com

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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 reduction, 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

Firstly of the marketing campaign, conventional media centered on acquainted priorities. The Labor authorities’s Could funds led with cost-of-living reduction, gasoline excise modifications and elevated rental help. 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 had 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 extensively, whereas Anthony Albanese’s “delulu with no solulu” second throughout a Comfortable Hour podcast interview was picked up by nationwide shops and extensively 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 method. Dutton’s look on Sam Fricker’s podcast focused younger males by means of a extra informal, conversational format.

Mainstream media coated these appearances however typically by means of the lens of political techniques relatively than substance. When Abbie Chatfield’s pro-Greens posts attracted AEC scrutiny in early April, the story grew to become 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 concentrate on crime and border management drew backlash, whereas Albanese was seen as calm however cautious. As a substitute of clarifying celebration variations, the talk intensified present divides.

On-line commentary shortly break up alongside ideological strains. Audiences didn’t simply debate the leaders’ factors however used the talk to bolster partisan views, highlighting how polarised public discourse has grow to be.

4. Influencers reshaped election storytelling

Influencers grew to become central to election storytelling. Abbie Chatfield confronted sturdy help and criticism after posting in regards to the Greens and questioning the Liberal Occasion’s media technique. The Juice Media launched satirical movies concentrating on defence and power insurance policies, resonating with disillusioned youthful audiences.

Even incidents unrelated to official campaigns grew to become 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 last stretch

Because the election neared, cultural tensions gained traction. On 12 April, media consideration turned to Peter Dutton after experiences 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 resembling “Get Australia again on monitor” had been interpreted as echoes of US political rhetoric. Jacinta Worth and Clive Palmer had been each linked to comparable messaging, fuelling memes and commentary in regards to the Americanisation of Australian politics.

Fairly than rallying round shared coverage considerations, 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 celebration strains with out absolutely 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 at present’s media surroundings, ignoring what persons are saying or the patterns of dialog isn’t an choice.

Uncover extra of our political information providers

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With social media platforms turning 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 vital is their affect? Are they genuinely influencing the election dialog, or is their affect extra about their skill to seize consideration and drive engagement? This evolving development raises vital questions in regards to the function of influencers in trendy 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 means of 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 overlaying these influencer-driven moments, typically specializing in the viral unfold and political fallout. For 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 usually 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 function 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 help for the Greens, positioning herself towards what she described as a Liberal media technique to discredit influencers. Her posts, notably defending her political involvement, have garnered sturdy help. In distinction, some critics dismiss her political function, questioning her credibility. The Juice Media, identified for its sarcastic takes on authorities coverage, continues to problem political narratives with irreverent content material, resonating with youthful, disillusioned voters. Nonetheless, their method additionally faces backlash from those that see it as too cynical or divisive. Equally, Friendlyjordies critiques each main events, notably Labor’s stance on progressive points, whereas encouraging followers to unite towards company greed. His platform sparks heated debates, igniting each help and criticism. 

Total, these influencers have gotten polarising figures, amplifying political engagement whereas intensifying the ideological divide on social media, finally shaping the rising affect of social media figures within the election discourse.

Chatfield, a vocal supporter of progressive causes like Palestinian liberation and ladies’s rights, has gained a robust 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, identified 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 method 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 dwelling, and schooling are dominating political discourse and social media conversations. World occasions, together with Trump’s affect on worldwide relations and commerce, have sparked sturdy reactions, with Albanese dealing with 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 price of dwelling considerations are intensifying. Training stays a key level of distinction, with Albanese’s Free TAFE coverage gaining help whereas Dutton faces criticism for prioritising fossil gasoline subsidies. Influencers are driving a lot of this engagement, however their function in amplifying already polarised narratives raises questions on whether or not they’re actually reflecting voters’ considerations or deepening divides because the election approaches.

These conversations play out towards a panorama during which social and information media have totally different – however overlapping – priorities. They’re driving debates on every little thing 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 means of 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 honestly amplifying the considerations 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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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 Basic 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 massive 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 focus of this international 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 grasp 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 characteristic a political determine, journalist or those who embrace healthcare-related discussions. The audiences that interact with these movies, majority being on YouTube, seek for political credibility that resonates with them. Younger Singaporeans watching these podcasts anticipate 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 devour these podcasts essentially the most are younger Singaporeans trying 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 otherwise, 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 straight with the general public – sidestepping conventional media filters.

High podcasters on election-related content material

After we concentrate on who essentially the most talked about podcasters round election content material are, the Straits Occasions’ 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 academic or controversial round elections. The general public is actively responding to political content material shared through podcasts, notably these by The Straits Occasions and unbiased reveals like Yah Lah BUT. 

How are podcasts doing on Tiktok?

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 critical subjects just like the GE2025, celebration agendas, healthcare, and opposition voices with humour that make them nearly meme-worthy. Posts resembling “PAP actually stated: ‘Belief me, bro’” TikTok clips present that these are genuinely made for content material to go viral whereas retaining critical undertones too. 

What’s attention-grabbing to notice is that The Frequent People, 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 implies a big, under-acknowledged urge for food for vernacular podcast content material that has a mix of humour and relatability. 

Podcasts are not simply background noise – they’re turning into one of the related methods Singaporeans interact with politics. With excessive engagement on platforms like TikTok and YouTube, a large unfold of subjects from youth points to celebration politics, and rising presence in each mainstream and social media, podcasters are carving out a key function in shaping the GE 2025 dialog. 

Enthusiastic about studying extra? Electronic mail us at data@isentia.com

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