Agents of Influence | Part One | The PM's secret strategists

Key Concepts

• Shifting Power Dynamics: Transition of influence from traditional media (shock jocks) to online content creators (podcasters, influencers).
• Authenticity and Transparency: Crucial elements for maintaining credibility and influence in the online world.
• Targeting Young Voters: Political parties actively courting online personalities to reach younger demographics.
• How-to-Vote Cards: A tool used by political lobby groups to influence voters by recommending candidates based on their values.
• Budget Lockup: An event where media representatives are given access to budget information before it is publicly released.
• New Media vs. Legacy Media: The contrast between online content creators and traditional news outlets.
• Climate 200: A lobby group that supports independent candidates with a focus on climate action.
• Diamond Tina Media: A podcast network and content creation company, separate from the satirical newspaper The Batuda Advocate, that has worked with political figures.

The Rise of New Agents of Influence

The traditional power structures in Australia are evolving, with online content creators gaining significant influence, particularly as the country approaches a federal election. This shift is driven by the increasing importance of reaching younger voters, who now outnumber baby boomers and primarily consume news and political content online.

Henna Ferguson: A Case Study in Influencer Power

Henna Ferguson, a 26-year-old Gen Z podcaster and founder of Cheek Media, exemplifies this new wave of influence. She secured an hour-long interview with Prime Minister Anthony Albanese, highlighting the growing recognition of online personalities by political leaders. Ferguson's approach is conversational, progressive, and feminist, contrasting with traditional journalism. She prepares for interviews with a mix of policy questions and lighter topics to engage her young audience. Politicians are actively seeking her attention, with Ferguson rejecting numerous interview requests from prominent figures, including the federal treasurer.

Global Trend: US Presidential Elections

The trend of politicians engaging with online personalities is not unique to Australia. During the US presidential election, candidates like Kamala Harris and Donald Trump appeared on popular podcasts such as "Call Her Daddy" and "The Joe Rogan Experience," respectively. Trump's three-hour conversation with Joe Rogan, the world's most popular podcaster, underscored the significant impact of these platforms.

Joel Jamal: Mobilizing the Right

Joel Jamal, the 28-year-old head of Turning Point Australia, represents a different approach to online influence. Affiliated with Charlie Kirk's Turning Point USA, Jamal focuses on uniting the political right. He employs "how-to-vote cards" that recommend candidates based on specific values, such as free speech and controlled immigration. These cards are generated through the Turning Point Australia website, where users enter their address to receive tailored voting recommendations. Jamal claims that his how-to-vote cards have influenced a significant percentage of voters in past elections.

Example: In the 2019 federal election, Stuart Bonds, a One Nation candidate for the Hunter, received over 21% of the primary vote, attributed in part to Jamal's efforts.

Authenticity vs. Exploitation: A Delicate Balance

The power of online content creators lies in their perceived authenticity and transparency. However, there is a risk that these qualities could be compromised if they are seen as being co-opted by political interests. Cosmaris, a former Labour strategist, warns that undisclosed relationships between politicians and podcasters could erode the trust of their audiences.

Example: Algra Spender, an independent MP, paid an agency to commission social media content from influencers, but declared it.

The Role of Diamond Tina Media

Diamond Tina Media, a podcast network associated with the satirical newspaper The Batuda Advocate, has been involved in shaping the Prime Minister's podcast strategy. While the company's CEO, Anthony Stockdale, initially denied actively organizing interviews for Albanese outside of their network, it was later revealed that they were engaged by the ALOP secretariat to provide advice on new media engagement. This raises questions about transparency and potential conflicts of interest.

Example: Diamond Tina Media facilitated an introduction between the Prime Minister's office and Equity Mates, a podcast, but the interview did not happen, and the podcast hosts were reportedly asked to keep the interaction confidential.

AEC Guidance on Influencer Content

The Australian Electoral Commission (AEC) is examining the use of clips from podcast interviews shared on social media by political parties to determine if they constitute endorsements requiring authorization. The AEC has issued guidance advising politicians to authorize all co-authored posts with influencers.

Budget Lockup and Travel Expenses

Following the budget announcement, a dozen podcast hosts and content creators were invited to the budget lockup in Canberra, a move that was unprecedented. While some, like Henna Ferguson, covered their own travel expenses, others had their expenses paid for by the Labor Party. The Liberal Party also invited podcaster Sam Frier to attend Peter Dutton's budget reply speech.

Conclusion

The rise of online content creators as agents of influence represents a significant shift in the Australian political landscape. While these personalities offer a valuable avenue for reaching younger voters and engaging in authentic conversations, it is crucial to maintain transparency and avoid undisclosed relationships that could undermine their credibility. The AEC's scrutiny of influencer content and the ongoing debate about disclosure requirements highlight the need for clear guidelines to ensure that these new forms of political engagement remain ethical and transparent.