New York’s new millennial mayor offers a masterclass in modern political campaigning | Media Watch

Key Concepts

• Zoran Mdani's Mayoral Victory: A Democratic socialist candidate's unexpected win in New York City, attributed to effective social media campaigning.
• Social Media Campaigning: The use of platforms like TikTok, YouTube, and Instagram to engage voters, particularly younger demographics, and bypass traditional media.
• "Halalflation": A term coined by Mdani to describe rising costs in New York City, particularly related to food.
• Gaming Industry Ethics: Concerns regarding undisclosed commercial relationships and sponsored content in gaming journalism.
• Gambling Advertising on Streaming Platforms: The controversial practice of streaming gambling advertisements on platforms like Disney Plus, circumventing traditional media regulations.
• "Cash for Comment": A historical scandal in Australian radio involving undisclosed payments for endorsements.

Zoran Mdani's Mayoral Victory and the Rise of Social Media Campaigning

CNN has projected the election of Democratic socialist Zoran Mdani as the next mayor of New York City, marking a significant victory for a candidate who was largely unknown a year prior. This election transformed the "Big Apple" into a "pink O lady" with a democratic socialist seizing power in the world's richest city and advocating for wealth redistribution. The 34-year-old candidate promised free childcare, free transport, and rent freezes, which contributed to the largest voter turnout in the city since 1969. Mdani's victory was highlighted by the New York Post with the headline "The Red Apple. On your marks, get set, Zo. Socialist Mom Die wins race for mayor."

Mdani, a millennial and digital native, owes his rise not to traditional media but to smartphones and social media. Headlines like "Zoran Mum Dani, the internet's mayor. How Zoran Mani turns social media engagement into votes" underscore this shift. His campaign strategy involved early breakthroughs like a video compilation of interviews with New Yorkers disillusioned with the system, including those who voted for Trump, expressing concerns about affordable childcare, free buses, and unaffordable metro card hikes.

Social media popularity became the foundation of Mdani's campaign, requiring constant engagement through stunts like the "polar bear plunge" with the promise of freezing rent, and a "fast food truck taste test" addressing "halalflation." His social media content featured highly produced graphics and authentic conversations, garnering tens of millions of views. Mdani secured the support of 80% of voters aged 18-29, a demographic that consumes news primarily through their phones, contrasting sharply with his rival, former New York Governor Andrew Cuomo. Cuomo's attempts to connect with youth through AI-generated videos, like one that was swiftly deleted and suggested Mdani would be a "job creator for drug dealers," proved unsuccessful. Even Cuomo's attempts to emulate Mdani's relaxed rhetoric fell flat, demonstrating that not everyone can effectively utilize these platforms. This election is seen as setting a new benchmark for political campaigning, suggesting that success on platforms like TikTok, YouTube, and Instagram is becoming crucial for winning elections. Mdani's focus on vertical videos, produced for smartphones rather than television, and its traction with a generation that has moved away from newspapers and traditional TV, signifies a significant shift in political strategy.

Ethical Concerns in the Gaming Industry: Undisclosed Commercial Dealings

The video then shifts to the $300 billion gaming industry, which has surpassed film and music in size. Tech writer Shannon Grixie is highlighted for his reviews of gaming devices, including the ROG Ally, which he described as a significant improvement over its predecessor. Grixie published a review on Press Start, a gaming website operated by Southern Cross Austereo, where he is the managing editor. His review of the $1,600 gadget was largely positive, praising its display and ease of switching between consoles.

However, concerns arise regarding Grixie's undisclosed commercial relationships. His Instagram post about the console was tagged as an ad, and he also acts as an ambassador for ASUS, the device's manufacturer. His personal Linktree directs traffic to an Amazon page selling various products, including ASUS keyboards, from which he profits. This practice is problematic given Press Start's stated code of ethics, which prohibits holding personal relationships with developers or publishers and accepting gifts or benefits.

Further investigation revealed that Grixie reviewed Lenovo's Legion Go device, describing it as "the best of both worlds" and posting a sponsored video on his personal YouTube channel on the same day. His Press Start review and the sponsored video were nearly identical, with no disclosure of the sponsorship in the review. In the past year, 18 instances were found where Grixie wrote about products for Southern Cross Austere without disclosure, despite marking his social media posts about these products as ads. This practice undermines the trust Southern Cross Austere claims to have with its audience. Following inquiries from the media outlet, Southern Cross Austere's website began displaying disclosures for affiliate links, with a spokesperson stating they are strengthening their editorial and commercial processes. This comes after Southern Cross Austere's earlier decision to replace journalists with AI without informing their audience, raising further questions about the company's integrity. Grixie, who declined to answer questions, is free to profit from the gaming sector, but his readers' trust is now in question.

Gambling Advertising on Disney Plus and Regulatory Loopholes

The segment then moves to Oklahoma City to discuss live sports broadcasting and its association with gambling. ESPN broadcasts, including NBA games, are promoted by betting platforms like "Ned's Punters Toolbox." Disney Plus, a live streaming giant, also streams these games and features daytime advertisements for bookmakers and gambling platforms, a practice prohibited for free-to-air television stations in Australia.

Australian regulations prohibit gambling advertising from five minutes before the scheduled start of play until five minutes after, including during breaks, to protect children. However, Disney Plus, by streaming ESPN's feed, appears to be circumventing these rules. ESPN on Foxtel previously received a special exemption from the daytime ban due to its low audience share. Disney is now claiming that by "simulcasting" Foxtel's ESPN feed, it should also be exempted. Disney stated that advertising on ESPN channels on pay TV, including simulcast digital feeds on Disney Plus, is compliant with all applicable regulations and codes.

This loophole allows Disney to generate significant revenue, estimated by media strategist Steve Allen to be as much as an additional $200,000 a month. Advocate Tim Costello criticized Disney, the maker of children's movies, for exposing children to gambling advertisements, calling it a "disgrace" and a "joke." The Australian Communications and Media Authority (ACMA) is investigating Disney Plus's practices and seeking information on their compliance with community expectations. The Minister for Communications, Anakah Wells, has deferred the issue to the regulator. The report criticizes the Albanese government for avoiding the issue of gambling infiltration into sports viewing, arguing that this latest move by Disney is a betrayal of voters and serves corporate interests.

Legacy of "Cash for Comment"

Finally, the segment briefly touches upon the passing of Australian radio personality John Laws, aged 90. While lauded for his contributions to public debate, Laws was also famously exposed by Media Watch's "cash for comment" investigation. This scandal involved undisclosed payments for opinions and endorsements broadcast on commercial radio. The report illustrates the practice with an example of a bank making significant profits while closing branches and laying off staff, then subsequently receiving favorable coverage, implying a "cash for comment" scenario. This historical context serves as a reminder of past media ethics breaches.