The New Political Frontier: How Digital Media Transformed the 2024 Election

In 1996, there were calls for the UFC to be banned across all fifty states in the U.S. This campaign was led by the Late Republican Senator John McCain who labelled the sport as ‘human cockfighting’- it represented a stark contrast in the sport’s perception to the general public and the political elite. The change in perception over the next 20 years or cannot be understated as Trump’s presidential election victory speech not only lauded the company’s CEO but had him address the nation — “I want to thank the Nelk Boys, Adin Ross, Theo Von, Bussin’ With the Boys, and last but not least, the mighty and powerful Joe Rogan,” said UFC CEO Dana White- a symbolic moment reflecting the growing influence of new media and personality-driven culture on American politics.

From the UFC being shunned and Dana White rebuked to being embraced by the next president of the U.S. shows a marked shift away from standard conventions. The Trump campaign’s ability to focus on building connections with athletes, podcasters, digital creators, and social media platforms to deliver a message and re-enforce his brand for young voters showcased how new media has reshaped the political landscape in America.

Social media played a transformative role in the 2024 elections, offering a platform for political discourse that resonated particularly with younger voters. According to Pew Research, nearly half of adults under 30 cited social media as their primary source of election news. Platforms like TikTok, YouTube, and X (formerly Twitter) became central arenas for conversation, with influencers and independent creators shaping narratives in ways traditional media could not.

The rise of news influencers—independent content creators with significant followings—was a key feature of this shift. In 2024, 37% of adults under 30 reported regularly consuming news from these influencers. Unlike traditional journalists, these creators operated without affiliations to established media outlets, blending news, opinion, and entertainment to engage audiences.
Donald Trump capitalised on this evolving ecosystem. His adoption of social media platforms was reportedly encouraged by his youngest son, Barron Trump, who recognised the appeal of podcasts and YouTube among younger demographics. This strategy allowed Trump to connect with audiences in a casual, conversational format, starkly contrasting with the rehearsed stiffness of traditional media appearances.

To bolster his digital and grassroots efforts, Trump collaborated with organisations like Turning Point USA. Founded by Charlie Kirk, Turning Point Action employed 1,000 staff members for voter outreach in battleground states such as Arizona, Wisconsin, Michigan, and Pennsylvania. Kirk actively engaged with first-time voters on college campuses, participating in debates and discussions. His YouTube videos garnered millions of views, with viral clips trending across social media platforms and amplifying the campaign’s reach.

The rise of right-leaning, male-centric digital spaces, often referred to as the “manosphere,” further provided fertile ground for Trump’s campaign. Right-wing content thrived in personality-driven environments like Barstool Sports, UFC, and gaming communities, subtly embedding conservative messaging into sports and entertainment content.

Trump also leaned heavily into themes of masculinity, resilience, and cultural defiance, tapping into frustrations over movements like #MeToo and perceptions of societal marginalisation among men. This outreach included appearances on bro-culture podcasts like The Joe Rogan Experience and participation in viral challenges, positioning him as a relatable figure for young men disillusioned with mainstream politics. These efforts paid off, with 35% of men aged 18–24 expressing support for Trump in a Harvard Youth Poll, a five-percentage-point increase from 2020.

This ecosystem appealed to audiences alienated by liberal-leaning Hollywood and traditional news outlets. Figures like Joe Rogan, who endorsed Bernie Sanders in 2020, symbolised this shift. By 2024, Rogan had moved toward supporting Trump, reflecting the changing cultural and political dynamics within these digital spaces. Together, these elements solidified a new political ecosystem, redefining campaigning for the digital age.

The Elon Musk Effect

When Elon Musk completed the acquisition of Twitter in October 2022, he faced widespread ridicule, with critics claiming he had drastically overpaid for the platform. After two years of mockery, however, his purchase of the social media giant appears to have been a masterstroke.

Musk used X (formerly Twitter) to amplify Donald Trump’s messaging, restoring Trump’s account and relaxing content moderation policies. Critics accused Musk of transforming X into a MAGA propaganda tool, allowing misinformation and conspiracy theories to flourish. From promoting doctored videos of Kamala Harris to reposting memes targeting Democrats, Musk’s personal posts reached millions, bolstering Trump’s appeal among young men.

This collaboration resonated particularly with younger male voters, a demographic that swung significantly toward the Republican candidate. Musk’s alignment with Trump was driven by both shared ideology—rooted in deregulation and opposition to “woke culture”—and their cultivated images as “alpha males” within a fractured cultural landscape.

Musk’s support extended beyond social media influence. He contributed an estimated $132 million to Trump’s campaign and other Republican causes, solidifying his role as a political kingmaker. This investment is expected to pay massive dividends, with Tesla stock already rising by 56% this year. Moreover, Musk’s growing political influence could enable him to access government funds necessary to fulfil his ambitious vision of making human life multi-planetary.

Generative AI and the Rise of Fake Narratives

Generative AI played a significant role in shaping the election narrative, making it easier than ever to create fake content that appeared authentic. One widely circulated example was a fabricated video of a supposed Haitian man claiming to have voted twice in Georgia. The video, which originated in Russia, spread across social media platforms and bolstered false claims of voter fraud in swing states.
The border issue became a key target for disinformation campaigns because there was already apprehension about it. The Democrats accepted that illegal immigration had risen beyond the desired level, which led to their proposed bill to limit illegal immigration at the southern border, but disinformation was used to heighten these fears. Many of these claims were debunked by independent fact-checkers but this was compounded by the fact that Kamala Harris was perceived to be in charge of immigration in her capacity as vice president, earning her the nickname ‘border czar’.

Actual statistics contradicted these narratives. Data showed that crime rates among immigrants were significantly lower than those among native-born Americans, and apprehension numbers at the border during the Biden administration were comparable to those under Trump. Nonetheless, the persistence and amplification of false claims on platforms like X eroded the effectiveness of fact-checking and shaped the media’s coverage of the election.

Social media platforms were both a megaphone and a battleground for disinformation during the 2024 election. Under Elon Musk’s ownership, X became a particularly potent force in spreading partisan misinformation. Musk’s decision to relax content moderation policies and reinstate tens of thousands of banned accounts, including Trump’s, turned the platform into an unofficial propaganda tool for the MAGA movement.

Examples of disinformation on X ranged from doctored videos, such as Kamala Harris falsely portrayed as a “diversity hire,” to conspiracy theories about undocumented immigrants receiving disaster relief funds. These narratives were amplified by memes, influencers, and even Musk himself, whose posts reached millions of users. The platform’s algorithms further magnified these messages, reinforcing biases and fuelling polarisation.

Other platforms, including Facebook and TikTok, also played a role in spreading disinformation. TikTok’s unique audience dynamics—where a near-equal mix of left- and right-leaning influencers coexist—offered a slightly more balanced discourse but still allowed for the rapid spread of fake narratives. The proliferation of pink slime websites, designed to mimic local news outlets, added another layer of complexity, particularly in swing states where these sites targeted voters with hyper-localised misinformation.

Economic and Cultural Narratives: The Power of Disinformation

Disinformation also skewed public perceptions of the economy and cultural issues. Despite strong economic indicators—such as low unemployment and robust GDP growth—voters consistently reported negative views about the economy, with inflation dominating their concerns. Trump’s campaign capitalised on these perceptions, framing Harris as ineffective on economic policy despite evidence to the contrary.

Cultural issues, particularly around race, gender, and sexuality, were similarly exploited. Viral narratives like fabricated images of Harris hugging Jeffrey Epstein or unproven accusations against Tim Walz regarding past misconduct dominated discussions, deflecting attention from substantive policy debates. These stories, while false, influenced media coverage and voter sentiment, further polarising an already divided electorate.

Challenges for Democrats in a New Media Era

While Trump’s campaign capitalised on new media, the Democratic Party struggled to adapt. Democrats’ reliance on traditional media proved to be a critical misstep. Pod Save America host Tommy Vietor criticised the party for treating progressive outlets as an afterthought. This failure to foster a robust, independent media ecosystem on the left left a vacuum that Republicans exploited. Unlike Trump, who actively elevated right-wing influencers and podcasts, Democrats lacked a comparable “direct line of communication” to their base. Kamala Harris’s campaign relied on traditional media and policy-driven messaging, missing critical opportunities to engage younger voters on platforms where they were most active.

While left-leaning content creators like Hasan Piker managed to draw significant audiences on platforms like Twitch, the absence of institutional support from the Democratic Party hindered broader engagement. Piker, known for his mix of gaming streams and political commentary, demonstrated that leftist media could compete with the right, but only when allowed to organically build audiences. Democrats struggled with the perception of elitism, failing to connect with voters through relatable, human conversations. This disconnect was evident in the types of election news Americans consumed. While 75% expressed interest in candidates’ stances on issues, most news coverage focused on campaign trail events and personal comments. This gap between voter interest and media focus contributed to widespread dissatisfaction with election coverage.

The New Frontier of Political Influence

Trump’s impending return to the White House marks a turning point in the use of media in America politics. The performative nature of traditional news outlets with regurgitated talking points has been replaced by more nuanced and unpolished long-form conversations available through podcasts. The influence of traditional media will likely continue to wane unless there is an effort to rebrand using a technologically inclined approach.

While traditional media outlets worked around the clock to inject the public’s mind with the idea that Trump was the new Hitler, Trump gave time to various new media outlets, humanising himself to his voters through in the process. Notably, before criminal charges were filed against Trump and he became a renewed staple of traditional news coverage, his approval ratings were low and he was not even viewed as the frontrunner for the Republication Presidential nomination, lagging behind Nikki Haley and Ron DeSantis. The overtly negative coverage of Trump may have actually increased his support, fostering an anti-establishment narrative around him.

As the lines between culture, politics, and technology continue to blur, the 2024 election serves as both a case study and a warning. The ability to navigate this new frontier will define the future of political discourse in the U.S.