How platform power shapes political choices

TRUMP'S CAMPAIGN DEMONSTRATED THAT TECH MOGULS, PODCAST HOSTS, AND INVESTORS NOW WIELD SUBSTANTIAL POWER OVER PUBLIC OPINION, OFTEN RIVALLING THAT OF TRADITIONAL NEWS OUTLETS AND POLITICAL MACHINERY

- Lloyd Mathias

In his 2024 campaign, Donald Trump adopted a novel political strategy by aligning with powerful influencers like Elon Musk, Joe Rogan, and Peter Thiel.

Unlike traditional political endorsements or party strategies, Trump's approach marked a significant shift in how candidates can reach audiences directly through influential figures who command large, loyal followings.

This strategy harnessed the reach of these influencers to engage new constituencies, especially younger and independent-minded voters, creating a "political D2C" model that bypassed traditional media and party structures.

By leveraging these prominent voices, Trump not only revitalized support among his base but also expanded it to include groups that had not previously engaged with his campaign, including Latinos and some African-American voters.

For this campaign, Trump capitalized on the unique reach of individuals who have cultivated credibility with specific audiences.

Joe Rogan, the host of the massively popular "The Joe Rogan Experience" podcast, engages millions of listeners with his direct, unfiltered discussions, which appeal to younger, individualistic voters who often view mainstream media with skepticism.

By connecting with these audiences through Rogan, Trump was able to reach people who might otherwise feel disconnected from politics, let alone a candidate from a traditional conservative party.

Perhaps the most influential of these allies was Elon Musk, whose support on his own platform, X (formerly Twitter), reshaped how Trump's messaging reached the public.