The 2024 presidential election was a defining moment for the role of the media in shaping voter behavior. As traditional outlets like cable news contend with declining relevance among younger demographics, new media platforms such as TikTok, Instagram, YouTube, and podcasts are stepping in to fill the void. These digital channels have proven especially effective at engaging younger voters, offering immediacy, relatability, and direct communication in ways that traditional media struggles to replicate. This trend, as discussed in a recent article from The Wall Street Journal, signals a shift in how campaigns engage the electorate.
How New Media is Reshaping Voter Engagement
In 2024, both major political parties recognized the power of new media, investing heavily in strategies that capitalize on these platforms. Traditional TV news, long a cornerstone of political coverage, still reaches an older audience, but its influence on younger voters is waning. According to The Wall Street Journal, candidates are increasingly bypassing TV news in favor of digital platforms that provide a direct line to their audience. This shift reflects broader changes in media consumption habits, particularly among Millennials and Gen Z.
Donald Trump has embraced podcasts, appearing on over 20 shows, including The Joe Rogan Experience and Theo Von’s Show. These appearances allow him to engage in lengthy, unfiltered discussions, resonating with listeners who value deeper, more personal connections.
Kamala Harris similarly utilized new media, appearing on Call Her Daddy, Alex Cooper’s popular podcast, to discuss issues important to younger women.
This approach highlights the effectiveness of meeting voters where they are, especially on platforms tailored to niche audiences. Social media influencers and TikTok campaigns have also played pivotal roles in mobilizing younger voters. These platforms allow for personalized messaging, rapid responses to trending issues, and active user engagement, all of which are critical in an era where immediacy and authenticity drive political interest.
Traditional Media: Still Relevant, But Diminishing
Despite the dominance of new media, traditional media retains its importance, particularly among older demographics. TV news, for instance, remains a go-to source for Baby Boomers and Gen X, groups that still vote in large numbers. However, its limitations are becoming more apparent. Viewership of cable news continues to age, with fewer younger viewers tuning in. The Wall Street Journal notes “The median age of an MSNBC viewer is 70, while Fox News’s is 69 and CNN is 68”. While traditional media still plays a critical role in off-year elections where older voters dominate turnout, its influence in high-turnout events like presidential races is waning. New media, by contrast, thrives in these moments, offering real-time engagement that is especially appealing to younger voters.
Media in Off-Year Elections
The voter turnout in New York’s local elections, particularly during off-year elections, highlights a notable dependence on traditional media such as broadcast tv, cable, radio, local newspapers and direct mail. This reliance is especially pronounced among older demographics who consistently show higher turnout rates in these elections. Older voters, who are more likely to be engaged in local issues and with traditional media formats, often receive their election information through these channels, reinforcing their significant role in off-year elections, especially odd-year elections when there often isn’t a high-profile race that attracts the interest of the public like a Presidential election does. For example, The 2022-2023 Voter Analysis Report from the New York City Campaign Finance Board reveals that in the 2022 general election, voter turnout was 1,809,732, representing 38.3% of registered voters in New York City. In 2023, during off-year local elections, the turnout was significantly lower at only 12.8% and only 7.2% in the primary elections.
What This Means for Future Elections
The rise of new media marks a tipping point in how elections are to be conducted. The 2024 election demonstrates that reaching younger voters requires a robust digital strategy that prioritizes platforms like TikTok, YouTube, and podcasts. However, campaigns must still balance this approach with traditional outreach methods, especially in off-year elections, to ensure that older demographics, who are most likely to vote, remain engaged. As campaigns increase their use of digital platforms and these platforms become the source for news and information for greater numbers of voters, the strategies that resonate most with younger voters are likely to become mainstays in political outreach. This shift will permanently alter the balance of power between traditional and new media, signaling a future where digital engagement often dictates election outcomes.
Ultimately, the tipping point year for new media has arrived. The enduring question will be how campaigns adapt to a landscape where traditional and digital strategies must coexist, and how this balance shapes the trajectory of American democracy.