Traditional Media’s Shrinking Audience in 2024
The 2024 election highlights a rapid decline in the influence of traditional media channels, especially television. Despite television’s historical dominance, its aging viewership, particularly on cable news, has reduced its reach among younger voters. The most-watched networks, such as Fox News and CNN, report median viewer ages in the late 60s, which is ineffective for influencing younger demographics. Highlighting this trend, Jeffrey Katzenberg, co-chair of Kamala Harris’s campaign, observed, “They’re not on cable and they’re not on broadcast. They’re not watching and not listening,” indicating the declining relevance of network television in political outreach.
Washington’s History of Narrative Control
For decades, Washington relied on mainstream media to construct and control public narratives around major political topics and policies. Known as “manufacturing consent,” this approach allowed the government to shape cohesive, carefully curated messages that typically went unchallenged by alternative views. Through television networks and national newspapers, the government maintained consistent messaging that reinforced its political perspectives, stifling dissent. The legacy of such media control has shaped public perception by consistently framing events through a single, uniform lens, ensuring a favorable narrative flow. This strategy exemplified Washington’s reliance on traditional media to control national discourse.
Niche Media Disrupts Centralized Messaging
Platforms like TikTok and podcasts offer younger audiences direct, unfiltered access to political figures, bypassing traditional media’s narratives. These niche platforms, from Joe Rogan’s podcast to social media outlets, attract younger listeners with diverse political interests, which have previously been underserved by major networks. Katzenberg captures this shift, saying, “You gotta fish where the fish are,” reflecting the necessity for political campaigns to reach audiences on non-traditional channels. Candidates who embrace these media outlets avoid traditional editorial filters and reach audiences previously influenced primarily by television news. This growing variety of media channels weakens Washington’s ability to dictate singular, uniform narratives.
Washington Faces a Fragmented Media Landscape
Washington now struggles with a decentralized media environment, which complicates efforts to maintain consistent public messaging. New media platforms allow audiences to consume multiple perspectives and bypass traditional government framing. For instance, former President Trump’s appearance on Joe Rogan’s podcast garnered over 33 million views, far exceeding any network interview reach. Ben LaBolt, White House communications director, admitted, “Americans 35 and under aren’t consuming news from traditional outlets at all,” highlighting the generational media shift.
Traditional Media Attempts to Maintain Relevance
Despite its declining influence, traditional media continues to set foundational narratives that reach fragmented platforms, hoping to remain relevant. Jeffrey Katzenberg likened legacy outlets to “the top of the waterfall,” providing initial context that subsequently filters through social media. Today, traditional news outlets rely heavily on soundbites and clips that can be shared on social platforms to gain attention. However, many public discussions now originate from podcasts or social influencers, reversing the historical flow of news. The fragmented media ecosystem presents a substantial challenge to Washington’s longstanding messaging approach.
An Era of Narrative Disruption
The 2024 presidential election showcases a seismic shift in media influence, driven by niche platforms that challenge traditional media’s role in shaping public narratives. Washington’s historical reliance on mainstream media faces unprecedented disruption as younger generations seek unfiltered perspectives on independent platforms. The fractured media landscape now limits Washington’s ability to create cohesive messaging, ultimately reshaping how the public engages with political narratives.
