Setting the stage for election 2025: early media narratives

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The largest affect on public notion of the 2025 election marketing campaign was not coverage. It was id, tradition wars, and a rising concern of Australia ‘turning into America’. What started as a concentrate on easing the price of dwelling shortly widened right into a broader debate about nationwide id. Media protection and social media feeds revealed a tug of struggle. On one aspect was coverage messaging. On the opposite, gaining appreciable floor, had been tradition and id narratives fuelled by anxiousness over exterior affect.

At the beginning of the election cycle in early March, information protection centred on value of dwelling pressures and tax cuts. The Labor authorities’s price range announcement and the Liberal Social gathering’s response cemented the agenda, with matters like grocery store value gouging, gasoline excises, and nuclear power proposals placing a chord with voters. Early dialogue on social media confirmed a transparent concentrate on making life extra inexpensive for households. However within the background, frustration round Donald Trump’s proposed tariffs and considerations about Australia–U.S. relations started to floor. Peter Dutton’s early promise to chop 40,000 public service jobs and push for a return to workplace work additional fuelled comparisons between Dutton and Trump amongst Australian audiences.

Because the election cycle progressed, worldwide occasions and conflicts moved to the forefront. Trump’s presence in world headlines alongside Canada’s equally timed election, intensified comparisons between Australian and Canadian public attitudes towards American affect. Media narratives shifted from home cost-of-living considerations to broader conversations about defending the Australian lifestyle and defending nationwide pursuits notably in schooling, reshaping the battleground on which voters made their selections.

On March 28, protection and dialogue spiked as Anthony Albanese formally introduced the election date. Earlier, on March 10, a surge in dialog centred on new polling that recommended a possible hung parliament, sharpening media concentrate on Labor. Albanese’s look on At the moment, the place he responded to frustrations about delayed campaigning with, “We’re nearly serving to folks, as a result of that’s what folks count on,” bolstered his picture as a community-focused chief and contrasted with how previous prime ministers had been criticised throughout disasters. In the meantime, Peter Dutton’s social media consideration rose on April 12, as reviews surfaced of his opponent Ali France main in Dickson whereas a neighborhood tent encampment was demolished by Moreton Bay Council. Dutton, campaigning in Perth in the course of the demolition, attracted criticism. A couple of days later, a compilation of clips linking Dutton to Donald Trump circulated broadly. These moments highlighted the distinct management types that formed voter perceptions all through the marketing campaign.

Though Labor drew essentially the most consideration general, Dutton and the Liberals gained momentum throughout social media. The Liberal Social gathering’s early use of tendencies, AI instruments, and memes attracted dialog, however the involvement of influencers and podcasts proved polarising. Protection additionally highlighted a generational divide, with younger girls leaning left and younger males leaning proper. Influencers performed a key function in shaping these dynamics, from Albanese’s Completely happy Hour podcast look on March 26, the place his “delulu with no solulu” problem dominated information cycles, to Dutton’s interview on Sam Fricker’s podcast aimed toward younger male voters. Because the marketing campaign progressed, information more and more targeted on character assaults and gaffes on the expense of coverage debate. Points like housing, grocery store competitors, HECS reduction, and power payments remained core to get together platforms, however many audiences had been drawn into yarns protecting character clashes and tradition wars.

Essentially the most shared information objects from the start of the marketing campaign to not too long ago underline this shift of consideration to cultural battle. Posts in regards to the mobilisation of Muslim voters round Gaza, criticism of Liberal candidates campaigning in navy uniforms, warnings about public service job cuts, and debates over the political leanings of younger male voters all reveal how particular cultural flashpoints and area of interest group appeals dominated dialogue. As a substitute of broad coverage debates, election discourse was fragmented into controversies that infected identity-driven tensions, polarised audiences, and heightened mistrust.

Whether or not leaders spoke about getting Australia again on observe, constructing a greater Australia, and even making Australia nice once more, these slogans signalled clear messages to voters. As a rule, the general public expressed a need to distance Australia from the USA, notably in defending healthcare and schooling techniques that set Australia aside. Early within the marketing campaign, when a journalist recommended Anthony Albanese’s use of “construct again higher” echoed Joe Biden’s slogan, the remark was shortly dismissed. Although not formally endorsed, the slogan’s use by Jacinta Worth and Clive Palmer shortly eclipsed get together strains, fuelling memes and comparisons to US Republicans throughout social media. This did little to assist the Liberals distance their official slogan, ‘Get Australia again on observe,’ from US political parallels. As Trump’s affect grew to become a speaking level, glimpses of Trump-style messaging had been eagerly picked up by information retailers and social media alike, usually overshadowing Labor’s marketing campaign messaging and limiting its cut-through.

Because the marketing campaign unfolded, it grew to become more durable to separate coverage from character or guarantees from the cultural narratives surrounding them. Media and social media consideration did greater than mirror public curiosity. They helped form it, steering the election dialog towards id, values, and questions on Australia’s place in a altering world. Whether or not that affect outweighed coverage in swaying voters remains to be up for debate, but it surely clearly modified how the marketing campaign was seen, shared, and remembered.

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With social media platforms turning into central to political engagement, figures like Abbie Chatfield, Friendlyjordies, and The Juice Media are amplifying progressive causes and difficult conventional political narratives. However how vital is their influence? Are they genuinely influencing the election dialog, or is their affect extra about their capacity to seize consideration and drive engagement? This evolving pattern raises necessary questions in regards to the function of influencers in fashionable elections and the way they’re reshaping the best way political messages are communicated to youthful, digital-savvy voters.

Because the 2025 Australian federal election nears, influencer involvement has gained consideration, with social media main the cost whereas information protection initially lagged. Prime Minister Anthony Albanese and Opposition Chief Peter Dutton are tapping influencers to attach with youthful voters—Albanese engages with Abbie Chatfield’s viewers by values-driven storytelling, whereas Dutton targets younger males with Sam Fricker’s relatable podcasts. This displays a broader shift from conventional media to platforms like TikTok and Instagram. Journalists are more and more protecting these influencer-driven moments, usually specializing in the viral unfold and political fallout. As an illustration, a viral February 13 video from an Israeli influencer accusing two NSW nurses of hateful feedback dominated Australia’s information cycle, prompting swift political reactions. Protection typically focuses on political responses, not the influencers themselves. This pattern was additionally seen with Greens Chief Adam Bandt’s DJ occasion in Melbourne, the place media famous his try to interact youthful voters. The Australian Electoral Fee cleared Chatfield’s posts that includes Albanese and Bandt, highlighting the rising regulation of influencer political content material. This focus in the direction of viral moments over coverage discussions raises questions in regards to the influence on undecided voters and the evolving function of journalists in political engagement.

Influencers like Abbie Chatfield, The Juice Media, and Friendlyjordies have gotten central to the election rhetoric forward of the 2025 Australian federal election. Chatfield, who confronted scrutiny from the AEC, used her platform to rally assist for the Greens, positioning herself towards what she described as a Liberal media technique to discredit influencers. Her posts, notably defending her political involvement, have garnered sturdy assist, with hashtags like #abbieisinnocent and #freeabbie dominating her remark sections. In distinction, some critics dismiss her political function, questioning her credibility. The Juice Media, identified for its sarcastic takes on authorities coverage, continues to problem political narratives with irreverent content material, resonating with youthful, disillusioned voters. Nevertheless, their method additionally faces backlash from those that see it as too cynical or divisive. Equally, Friendlyjordies critiques each main events, notably Labor’s stance on progressive points, whereas encouraging followers to unite towards company greed. His platform sparks heated debates, igniting each assist and criticism. 

Total, these influencers have gotten polarising figures, amplifying political engagement whereas intensifying the ideological divide on social media, finally shaping the rising affect of social media figures within the election discourse.

Chatfield, a vocal supporter of progressive causes like Palestinian liberation and girls’s rights, has gained a powerful following however faces criticism for oversimplifying political points and for her perceived naivety, particularly relating to preferential voting. Ferguson, who critiques colonialism and helps Palestinian liberation, is praised by supporters however criticised for missing depth in her activism, with some accusing her of ignoring intersectionality. Friendlyjordies, identified for satirical commentary, is admired for calling out political corruption, however his critics accuse him of bias in the direction of Labor and oversimplifying complicated points. The Juice Media, utilizing sarcasm to critique authorities insurance policies, resonates with disillusioned younger voters however alienates others who discover their method too cynical. These influencers contribute to a rising divide in Australian politics, mobilising progressive actions whereas deepening ideological rifts, as their content material each challenges conventional politics and fuels polarisation.

Key points like defence, the price of dwelling, and schooling are dominating political discourse and social media conversations. International occasions, together with Trump’s affect on worldwide relations and commerce, have sparked sturdy reactions, with Albanese dealing with backlash over Australia’s stance on Gaza and its defence ties with Israel. In the meantime, Dutton’s feedback on Ambassador Kevin Rudd and allegations of election interference have stirred tensions. On social media, debates over defence—highlighted by Indonesia’s denial of Russia’s navy presence close to Darwin—and price of dwelling considerations are intensifying. Training stays a key level of distinction, with Albanese’s Free TAFE coverage gaining assist whereas Dutton faces criticism for prioritising fossil gasoline subsidies. Influencers are driving a lot of this engagement, however their function in amplifying already polarised narratives raises questions on whether or not they’re actually reflecting voters’ considerations or deepening divides because the election approaches.

These conversations play out towards a panorama through which social and information media have totally different – however overlapping – priorities. They’re driving debates on every part from schooling and nuclear power to Trump-style politics and renewable power. With the 2025 federal election on the horizon, tales sparked by creators — whether or not by critique, leaks, or commentary — have gotten a part of the political media combine. It’s a shift that’s unfolding in actual time, and one which’s reshaping how narratives break, unfold, and achieve momentum. However as these voices develop louder, one factor is evident: Are they really amplifying the considerations of on a regular basis Australians, or are they pushing additional divides in a panorama already ripe with fragmentation?

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In Singapore, the rise of podcasting has shifted from leisure and way of life into a brand new area – public discourse and politics. Because the 2025 Normal Election attracts close to, podcasters are making waves throughout on-line information and social media. To kick issues off, we used Narrative AI, the primary search engine for public opinion, to determine how giant the worldwide narrative on podcasts and their affect on audiences is within the final 6 months, utilizing information from X.

We subsequently narrowed the main target of this world pattern to Singapore and analysed on Pulsar TRAC greater than 7k mentions throughout platforms like YouTube, Fb, Reddit, TikTok, podcasts, On-line Information, blogs and boards to grasp the place the discourse is coming from, which channels are capturing the podcasters’ content material and the way audiences are responding to this content material. 

Mentions of podcasts in information and social media are rising

Social media is the place the bigger chunk of podcast dialog is going down, particularly these episodes that function a political determine, journalist or people who embrace healthcare-related discussions. The audiences that have interaction with these movies, majority being on YouTube, seek for political credibility that resonates with them. Younger Singaporeans watching these podcasts count on to see leaders who don’t simply uphold the picture of being a politician, but in addition somebody who’s grounded and reliable.

Youth and politicians’ lives dominate podcast narratives

The audiences that eat these podcasts essentially the most are younger Singaporeans trying to take part within the dialog as a lot as they’ll. These audiences are being extra proactive than ever.

With youthful voters consuming media in a different way, these appearances are efforts by political candidates to attach with the general public. Lawrence Wong, Josephine Teo, Indranee Rajah, and Desmond Tan, have used podcasts to speak straight with the general public – sidestepping conventional media filters.

Prime podcasters on election-related content material

After we concentrate on who essentially the most talked about podcasters round election content material are, the Straits Occasions’ podcasts, the Day by day Ketchup and Yah Lah BUT emerge on high. These podcasts have figured that essentially the most discourse occurs round content material that’s both academic or controversial round elections. The general public is actively responding to political content material shared through podcasts, notably these by The Straits Occasions and unbiased exhibits like Yah Lah BUT. 

How are podcasts doing on Tiktok?

Satire and irony are key methods to make politics palatable, particularly for youthful, digital-native audiences. The Day by day Ketchup and Yah Lah BUT are mixing critical matters just like the GE2025, get together agendas, healthcare, and opposition voices with humour that make them nearly meme-worthy. Posts akin to “PAP actually stated: ‘Belief me, bro’” TikTok clips present that these are genuinely made for content material to go viral whereas retaining critical undertones too. 

What’s attention-grabbing to notice is that The Frequent Of us, with content material in Malay and Indonesian, is tapping right into a cross-border Southeast Asian viewers and has a few of the highest engagement on its content material. Native slang, cultural jokes, and informal festive content material like Raya greetings and songkok jokes have generated 1000’s of views, at occasions outperforming English-language political pods. This means a big, under-acknowledged urge for food for vernacular podcast content material that has a mix of humour and relatability. 

Podcasts are now not simply background noise – they’re turning into one of the related methods Singaporeans have interaction with politics. With excessive engagement on platforms like TikTok and YouTube, a large unfold of matters from youth points to get together politics, and rising presence in each mainstream and social media, podcasters are carving out a key function in shaping the GE 2025 dialog. 

Curious about studying extra? Electronic mail us at information@isentia.com

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Because the federal election marketing campaign reaches its midpoint, patterns in media protection and public consideration are starting to shift. Early social engagement was pushed by cost-of-living pressures, power coverage, and political point-scoring, however has waned following the primary leaders debate, regardless of this discussion board offering leaders the chance to set the agenda and techniques of the foremost events. So how has protection focus developed for the reason that first debate and are audiences nonetheless partaking with the marketing campaign or switching off?

Social media engagement forward of the federal election has been sharp and private. It targeted much less on coverage and extra on id and illustration. From debates on matters akin to  immigration to housing stress and tradition, social media has pushed a values-first narrative. However whereas early consideration  was sturdy, each media protection and social engagement have began to wane within the weeks for the reason that marketing campaign launched. The primary leaders debate briefly reignited consideration—belief, id, and media—however protection patterns counsel a shift away from every day blow-by-blow reporting in the direction of broader social and cultural tensions.

Because the federal election marketing campaign nears its midway mark, final week’s media highlights present a contest nonetheless struggling to chop by. Key moments included the primary chief’s debate, the Treasurers Debate, the power showdown on the Nationwide Press Membership, and Senator Jacinta Worth’s Perth look with Peter Dutton, which drew consideration for its MAGA-style rhetoric.  The primary leaders debate was billed as an opportunity to reset the race—however for a lot of viewers, it bolstered current divides. Media consideration across the debate momentarily lifted visibility for all main events—however the spike was short-lived. The one get together that has seen continued will increase in social media engagement is the Liberal Social gathering. The Liberal Social gathering’s sustained rise in social media engagement could also be linked to its digital-first technique, together with an AI-generated marketing campaign advert spruiking a gasoline excise lower and a meme-style diss observe concentrating on Anthony Albanese—ways designed to seize on-line consideration and drive shareability.

The Liberals additionally pitched a $1200 tax lower, Labor attacked their WFH backflip, and the Greens pushed housing and tax reform. In the meantime, Dutton warned of a Labor-Greens-Teal alliance. Protection suggests public engagement is pushed extra by polarising moments and political theatre than detailed coverage.

When the election marketing campaign formally kicked off, cost-of-living pressures dominated the information agenda. Recent off the again of the federal price range, it’s no shock that inexpensive healthcare, decrease gasoline and power costs, and tax cuts had been the important thing messages get together leaders wished to land with voters. However protection shortly pivoted. Prior to now week, international diplomacy—notably how every chief would handle Donald Trump—has surged in prominence. Whereas Trump’s function in tariff threats has made headlines, his affect on the broader election narrative goes past commerce. Media reporting has more and more centred on Albanese and Dutton’s capability to navigate a possible Trump presidency, with ideological alignment, nationwide safety, and financial fallout all in play. The primary leaders’ debate was anticipated to refocus the marketing campaign on home points. Nevertheless, it briefly touched on worldwide considerations, with Prime Minister Anthony Albanese addressing the potential financial influence of Trump’s proposed tariffs. Albanese described these tariffs as an “act of financial self-harm” that may dampen world progress, highlighting the intertwining of international coverage with home financial considerations. This means that sustained consideration is extra seemingly when home points are reframed by the lens of international diplomacy, and nationwide id.

Within the social media panorama, Trump was a flashpoint in election-related dialog. His affect—actual or perceived—was shortly linked to the Liberal Social gathering, with MAGA-style rhetoric and Trumpian coverage cues gaining traction on-line. These narratives are inclined to escalate on platforms the place ideological alignment and cultural grievance amplify engagement. However it wasn’t all imported tradition wars—the federal price range, and the Liberal Social gathering’s gasoline excise rebuttal, additionally drove vital social chatter. In current weeks, comparisons between main get together messaging and Trump-era coverage—from worldwide scholar caps and nuclear power to debates about faculty curricula—have continued to dominate dialogue.

The primary leaders’ debate briefly touched on international coverage, with Albanese warning Trump’s tariffs might damage world progress, whereas Dutton framed it as a take a look at of sturdy management. Domestically, Dutton’s renewed push for nuclear energy reignited social media debate—drawing comparisons to Trump-era insurance policies and fuelling dialogue about Australia’s power future. On the similar time on social media, guarantees like HECS cuts, free TAFE, and extra funding for public faculties sparked real engagement, particularly amongst youthful voters and schooling employees, displaying that sensible, future-focused insurance policies can nonetheless lower by. In comparison with the beginning of the marketing campaign, the place cost-of-living dominated as a top-line concern, the dialog has expanded: audiences are actually weighing each hip-pocket points and the nationwide values shaping Australia’s future.

Whereas the controversy itself tended to be overshadowed by frustrations about entry and media management, just a few political undercurrents nonetheless surfaced. Anthony Albanese drew some optimistic mentions, however reactions had been removed from policy-focused. The Liberal Social gathering’s early declare of victory grew to become a degree of humour, with a number of customers likening it to Trump-style misinformation ways. Disillusionment with the foremost events ran deep, with repeated calls to “break the donor-fuelled duopoly” and shift assist towards independents or smaller events. Nonetheless, these reactions appear extra like a symptom of broader voter cynicism than an indication of energised political engagement, reflecting broader themes across the declining belief.

The leaders’ debate didn’t reset the race—it refracted it, spotlighting how media protection is now formed much less by coverage element and extra by polarising symbols and cultural cues. As election day nears, the competition for consideration is revealing simply as a lot about media technique and voter fatigue as it’s about get together platforms.

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