The rise of podcasts has brought about a unique shift in political influence, and it's a story that's both intriguing and controversial.
After the 2024 US presidential election, an unexpected group emerged as a key player in Donald Trump's success - podcasters. From Joe Rogan to Andrew Schulz and Theo Von, these internet icons, hugely popular among young men, either hosted Mr. Trump or praised him leading up to the election.
But here's where it gets controversial... Research suggests Mr. Trump's podcast strategy gave him a significant boost of 1 to 2.6% in votes, with Rogan's platform accounting for more than half of that.
"It was the largest rightward swing in the last two decades, particularly among young men," said Raffaele Ciriello, a senior lecturer at the University of Sydney.
However, in a surprising turn of events, these podcasters have started criticizing Mr. Trump on various issues, including immigration, free speech, and the Jeffrey Epstein case.
The question now is, will their primarily young male audience follow suit?
Mid-year, the first signs of dissent emerged. In July, Rogan condemned the Trump administration's mass deportations as an "overcorrection" on immigration, hurting innocent people. He also questioned the government's handling of the Epstein files and the suspension of Jimmy Kimmel's show.
That same month, Theo Von spoke out against the Department of Homeland Security for using his content in what he called their "banger deportation videos."
Stand-up comedian and actor Andrew Schulz has also criticized the US president for his handling of the Epstein files and IVF mandates.
According to Dr. Ciriello, a subtle but significant recalibration is happening in the "manosphere" of alternative media that helped elect Mr. Trump.
"This matters because younger men are a critical audience... Their loyalty is conditional when the leader appears weak," he said.
Kathryn Robison, a lecturer in American studies, believes economic anxiety is a key factor driving young voters away from Mr. Trump.
Rodney Taveira, a senior lecturer at the United States Studies Centre, adds that voting for Mr. Trump was seen as an act of political defiance before the election.
"But now that he is the establishment, it's lost that cachet," he said.
The power of podcasts lies in the intimacy they create. Dr. Taveira explains, "When you listen to the same people for hours on end, their words carry more weight than traditional media."
According to the Pew Research Center, around a third of Americans now get news from podcasts. Australians, known as the world's most avid podcast listeners, also lean towards podcasts, with men aged 18 to 24 dominating audiences.
Dr. Ciriello warns against underestimating the influence of podcasts like Rogan's on Mr. Trump's waning popularity.
"These platforms increasingly shape political trust," he said.
Dr. Taveira believes politicians will need to embrace podcasts to secure votes, especially for male-focused and conservative politics.
Despite dwindling support from podcasters, Dr. Ciriello believes Mr. Trump will survive politically as long as he maintains dominance. He predicts podcasters may one day run for office themselves.
"It's all media power, it's all theatre... The stage is shifting towards podcasts," he concluded.
So, what do you think? Will young men follow the lead of these podcasters? And what does this mean for the future of political influence?
