Elon Musk spent much of 2024 claiming the internet is the "new media," and there's no doubt social media and the influencers who drive it played a major role throughout the year. Influencers who were once seen merely as a form of entertainment steered much of the conservation in 2024, particularly regarding the presidential election.
Podcasters also snagged interviews with both major candidates, and some pundits argued this focus on influencer media helped Donald Trump win. The dissemination of the news through podcasts isn't likely to go away anytime soon, as about one in five Americans "regularly get news from influencers on social media," according to the Pew Research Center.
Who were 2024's biggest influencer news sources? Many of them are podcasters, and two of the biggest names in question are Joe Rogan and Alex Cooper. The host of "The Joe Rogan Experience" is massively influential online, "attracting almost three times the amount of subscribers than his nearest competitor," said Newsweek.
Rogan's "role can't be minimized," said Variety, particularly among his conservative-leaning audience. His podcast has 14.5 million Spotify listeners, and his episode with Trump netted 53 million views on YouTube.
Cooper, who Rolling Stone described as "Gen-Z's Barbara Walters," hosts the widely popular "Call Her Daddy" podcast. She signed a $125 million deal with SiriusXM, and the success of her show means Cooper has "become the most listened-to female podcaster in the world," said CNN. She interviewed Kamala Harris before the election despite usually staying away from politics, and the episode brought in 938,000 views on YouTube.
How did these influencers become mainstream? Given the ubiquity of social media, podcasters and influencers are "now a source of news for a significant number of Americans, especially when it comes to politics," said NPR. In contrast with traditional journalists, influencers make people "feel like they are speaking to them" and "communicating in a way that resonates," Renee DiResta, a researcher at Georgetown University, said to NPR.
While "trained journalists do the work of actually producing news content, influencers mostly talk about the content or provide their own (often partisan) analysis," Kelly Fincham, a communications lecturer at Ireland's University of Galway, said at The Conversation. People seem to find this easier to digest than traditional journalism. |