2024's Election Cycle Showcases the Power of Nontraditional Media

https://www.linkedin.com/pulse/2024s-election-cycle-showcases-power-nontraditional-thomas-shrm-pmq-vuypc/

The 2024 presidential election is over, and whether you’re celebrating or disappointed by the results, one undeniable takeaway is how much the media landscape has shifted.

Thought leaders, influencers, and culture creators have become some of the most powerful voices, rivaling—and in many cases surpassing—traditional media outlets. This shift marks a new era in how politicians connect with the public and how messages are spread and received.

As Time magazine pointed out, candidates like Kamala Harris and Donald Trump invested significant time and energy into reaching audiences through podcasts, YouTube shows, and social media-driven programs. These platforms offered them the chance to engage directly with people, bypassing the traditional filters of legacy media. Instead of being constrained by soundbites and curated TV interviews, candidates could speak at length in a more relaxed, conversational style—something that appeals deeply to today’s fragmented, yet hyper-engaged audiences.

Both campaigns knew they needed to adapt to this new reality. Here’s a snapshot of the shows they chose to prioritize:

Kamala Harris:

• Call Her Daddy
• All The Smoke
• The Breakfast Club

Donald Trump:

• The Joe Rogan Experience
• Impaulsive
• This Past Weekend w/ Theo Von
• Flagrant
• Six Feet Under with Mark Calaway
• Bussin’ with the Boys
• PBD Podcast

What Does This Mean?

The emphasis on nontraditional media channels represents a seismic shift in how we communicate. Today’s audiences crave authenticity and deeper engagement, and they’re finding it not in the polished segments of traditional news broadcasts but in the unfiltered, often raw conversations of podcasts, YouTube videos, and influencer content.

In their extensive coverage, outlets like CNN and Axios have emphasized that this new approach offers politicians the opportunity to humanize themselves and to reach people in more relatable ways. For example, when Donald Trump appeared on The Joe Rogan Experience, he had nearly three hours to dive into topics ranging from historical anecdotes to speculation about the future, without the constraints of a typical news interview. The relaxed, unscripted nature of these discussions resonates with audiences who are used to engaging with long-form content that feels personal and real.

https://www.youtube.com/watch?v=hBMoPUAeLnY

Similarly, Kamala Harris’s appearance on Call Her Daddy allowed her to speak candidly about women’s issues and reproductive rights, reaching a younger, female audience in a way that felt conversational rather than combative. Harris’s time on The Breakfast Club further emphasized her connection to the Black community, a demographic that has historically been key to Democratic campaigns. These platforms gave her room to explain her administration’s goals without interruption, providing clarity and depth that traditional media often doesn’t have time for.

https://www.youtube.com/watch?v=_KCRsjPCiCI

The Power of Direct Access and Authenticity

The ability to speak directly to voters in a format they already trust and consume is one of the greatest strengths of nontraditional media. As The Atlantic notes, the intimacy of these platforms—whether it’s a podcast host speaking directly into someone’s earbuds or a YouTuber looking straight into the camera—creates a powerful bond with the audience. People feel like they know these hosts and influencers, and as a result, they are more likely to trust the guests who appear on their shows.

For political campaigns, this direct access means they can bypass traditional media gatekeepers and engage audiences on their own terms. It allows them to explain policies in detail, share personal stories, and even show a sense of humor—all critical elements in an era where voters are looking for more than just polished rhetoric. According to research from the Pew Research, a growing number of Americans, particularly younger demographics, are turning to social media and digital-first platforms as their primary news sources. This trend highlights the need for political figures to be where their voters are, even if that means stepping outside their comfort zones.

At the heart of this shift is a craving for authenticity. In a world flooded with information and increasingly skeptical of traditional media narratives, people are drawn to content that feels real. Podcasts and YouTube interviews often lack the scripted feel of traditional news and instead feature genuine conversations. When Trump laughs with a comedian like Andrew Schulz on Flagrant or Harris discusses economic policy with former athletes on All The Smoke, it humanizes them and makes their messages feel more relatable.

The power of nontraditional media lies in this perceived authenticity. A report from Harvard Business Review highlighted that trust in institutions has declined over the past decade, but trust in “people like me”—whether that’s a YouTuber, podcast host, or social media influencer—has remained strong. This trust makes nontraditional media an ideal space for politicians and public figures to connect directly with voters.

The Road Ahead

The 2024 election cycle has shown that nontraditional media is not just a side strategy; it’s a crucial part of modern campaigning. The platforms we once considered niche are now central to how public figures communicate and connect. As our media consumption habits continue to evolve, the power of these channels will only grow.

For the rest of us—whether we’re in politics, business, or any other field that requires effective communication—the lesson is clear. To reach and engage people meaningfully, we have to embrace the new, prioritize authenticity, and be willing to speak directly to audiences in spaces where they already feel at home. The era of nontraditional media dominance has just begun, and those who adapt will be the ones who thrive.