SRM vs CRM: which is correct for PR & Comms groups?

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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 may very well 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 – Might seventh 2025, to see how the dialog was shifting and being influenced by media and audiences. Primarily based on this, we listed what we’ve learnt from this 12 months’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 lined by media shops just like the CNA, mentioning how these hikes have been to ultimately work on offering advantages to the seniors of society and that it wouldn’t be potential if these hikes weren’t in place. Audiences throughout X and Fb expressed their considerations round this, however have been equally appreciative of open dialogue with the general public.

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

The height within the US mentions have been partly a consequence of Trump’s commerce tariffs that wasn’t obtained notably nicely by the remainder of the world. PM Wong expressed his opinions on how Singapore continues to be a companion to the US however would anticipate a good tariff fee in return. Massive international peaks have been tracked by Reuters and The Guardian that framed the election ballot as a barometer of regional politics. Lots of the international media speak concerning the opposition events in Singapore and specific {that a} wholesome opposition makes for vital parliamentary debate on important issues like rising residing 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 get together tags #pap and #rp nonetheless drove hundreds of mentions. On key phrases, PM Lawrence Wong outranked get together 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. Currently, even brief clips from podcasts round elections have gotten viral, not simply on Instagram or TikTok, however even on Fb that typically hosts long-ish format movies, second to YouTube.

Podcasts turn out 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 blended humour, coverage, and scorching‑takes that travelled into brief‑type video. These podcasts have been a rising pattern in Singapore, hosted by kids who typically invite political candidates onto their reveals and pose questions {that a} younger Singaporean wish 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 supply political drama—it confirmed how media, each outdated and new, form what individuals see and really feel. From viral movies to coverage debates, from mainstream studies to TikTok podcast clips, each format performed a task. 

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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 distinct terrain. One formed by id, digital influencers and polarised media narratives.

1. Coverage set the agenda, however didn’t maintain it

At first of the marketing campaign, conventional media targeted on acquainted priorities. The Labor authorities’s Might price range led with cost-of-living reduction, 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 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. Persona typically generated extra curiosity than coverage.

2. Messaging technique went past the platforms

Each main events tried to interact 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 lined these appearances however typically by the lens of political techniques quite 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 deal with crime and border management drew backlash, whereas Albanese was seen as calm however cautious. As a substitute of clarifying get together 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 strengthen partisan views, highlighting how polarised public discourse has turn out to be.

4. Influencers reshaped election storytelling

Influencers grew to become central to election storytelling. Abbie Chatfield confronted sturdy assist and criticism after posting concerning the Greens and questioning the Liberal Celebration’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 closing stretch

Because the election neared, cultural tensions gained traction. On 12 April, media consideration turned to Peter Dutton after studies 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 corresponding to “Get Australia again on observe” 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 concerning the Americanisation of Australian politics.

Reasonably 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 area the place some politicians struggled to interact successfully. Whereas some caught to get together 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 in the present day’s media surroundings, ignoring what persons are saying or the patterns of dialog isn’t an possibility.

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The largest affect on public notion of the 2025 election marketing campaign was not coverage. It was id, tradition wars, and a rising worry of Australia ‘changing into America’. What started as a deal with 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 battle. 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 first of the election cycle in early March, information protection centred on price of residing pressures and tax cuts. The Labor authorities’s price range announcement and the Liberal Celebration’s response cemented the agenda, with subjects like grocery store worth gouging, gasoline excises, and nuclear power proposals placing a chord with voters. Early dialogue on social media confirmed a transparent deal with making life extra reasonably priced for households. However within the background, frustration round Donald Trump’s proposed tariffs and considerations 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 considerations to broader conversations about defending the Australian lifestyle and defending nationwide pursuits notably in schooling, reshaping the battleground on which voters made their selections.

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 steered a possible hung parliament, sharpening media deal with Labor. Albanese’s look on At present, the place he responded to frustrations about delayed campaigning with, “We’re nearly serving to individuals, as a result of that’s what individuals anticipate,” strengthened 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 studies surfaced of his opponent Ali France main in Dickson whereas an area tent encampment was demolished by Moreton Bay Council. Dutton, campaigning in Perth in the course of the demolition, attracted criticism. Just a few days later, a compilation of clips linking Dutton to Donald Trump circulated extensively. These moments highlighted the distinct management kinds 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 developments, AI instruments, and memes attracted dialog, however the involvement of influencers and podcasts proved polarising. Protection additionally highlighted a generational divide, with younger ladies leaning left and younger males leaning proper. Influencers performed a key function 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 geared 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 reduction, and power payments remained core to get together platforms, however many audiences have been drawn into yarns overlaying persona clashes and tradition wars.

Essentially the most shared information gadgets from the start of the marketing campaign to not too long ago underline this shift of consideration to cultural battle. Posts concerning 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 a substitute 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 observe, 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 america, notably in defending healthcare and schooling programs that set Australia aside. Early within the marketing campaign, when a journalist steered 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 strains, 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 observe,’ from US political parallels. As Trump’s affect grew to become 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 grew to become more durable to separate coverage from persona or guarantees from the cultural narratives surrounding them. Media and social media consideration did greater than replicate 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 continues to be up for debate, nevertheless it clearly modified how the marketing campaign was seen, shared, and remembered.

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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 influence? Are they genuinely influencing the election dialog, or is their affect extra about their skill to seize consideration and drive engagement? This evolving pattern raises vital questions concerning 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 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 typically focuses on political responses, not the influencers themselves. This pattern was additionally seen with Greens Chief Adam Bandt’s DJ occasion in Melbourne, the place media famous his try to interact 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 direction of viral moments over coverage discussions raises questions concerning the influence 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 assist for the Greens, positioning herself in opposition to what she described as a Liberal media technique to discredit influencers. Her posts, notably defending her political involvement, have garnered sturdy assist. In distinction, some critics dismiss her political function, 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. Nevertheless, their strategy 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 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, finally 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 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, recognized for satirical commentary, is admired for calling out political corruption, however his critics accuse him of bias in direction of Labor and oversimplifying complicated 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 considerations are intensifying. Training 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 function in amplifying already polarised narratives raises questions on whether or not they’re really reflecting voters’ considerations 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 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 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 acquire momentum. However as these voices develop louder, one factor is obvious: Are they really amplifying the considerations of on a regular basis Australians, or are they pushing additional divides in a panorama already ripe with fragmentation?

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