The Year the Democrats Lost the Internet

Perhaps in part because of this isolationist approach, the audience that Republicans reached was more engaged with content than Democratic viewers. A recent study from People First and Infegy found that podcasts based on figures like Rogan and Theo Von recently had a higher engagement rate from 25 to 33 percent compared to shows that Harris went on, such as. Call her daddy.

The aides who interviewed Trump this cycle were not politicians. Rogan and Von have grown their audience from their comedy (and, in Rogan’s case, sports) and from the entertainment industry. Their ideas are amorphous, attracting different political audiences. Both Von and Rogan interviewed Trump, but they also recorded interviews with progressive lawmakers like Sanders, which made it easier for each of them to avoid pigeonholing themselves with either party and build trust among their audiences.

“The floor is controlled by the Democratic Party on the Internet,” says Brock. “People who don’t care about politics don’t like us. People who care about politics don’t know how to represent us. We seem completely out of touch, and as more and more people turn to unconventional ways to get their news and media, we set ourselves up for a major failure to move forward without a change in approach. “

After the Democrats’ defeat last month, progressive opponents of the media have launched their own initiatives or are looking for new funding. Amelia Montooth, CEO of Mutuals Media, says Democrats need their social media shows online.

“On the right there’s a funnel that I believe starts with Barstool Sports that reaches a lot of people through pop culture,” says Montooth. “It’s going to take a lot of money not only from people like the progressive party, but also from people who care about the profession and journalism.”

It will also require risk-taking—something the Democrats, a party currently led by an 82-year-old man, are known to avoid.

“Sticking to the same five principles won’t make you go viral, and one minute of virality doesn’t matter if it doesn’t mean a whole lot going forward,” says Brock. “Because criticism and ridicule comes in dating, it comes in conversation, encouraging people to protect you and preach others to help you.”