For years, the mainstream media has been the gatekeeper of information, with corporate media moguls like Rupert Murdoch wielding immense power and influence. But it seems that times are changing, and the mainstream media is losing its grip on the Australian electorate.
Key Takeaways:
•The mainstream media has lost another election, this time the Victorian election over the weekend.
• News Corp and other corporate media players barracked very hard against Daniel Andrews, the sitting Premier, and lost.
• There is a follow the money or changing Market factor with a rise of Social and Independent Media people under 40 who aren’t tuning in to mainstream news sources.
• The question is as Murdoch lost his Mojo is the mainstream media losing its influence and power? And the answer is yes – it’s an irreversible trend.
• 150 negative stories on the labor party by The Herald Sun couldn’t stop them from winning Victoria – showing just how little influence corporate media has now.
In the lead-up to the Victorian state election over the weekend, News Corp and other corporate media players devoted significant resources to attacking Daniel Andrews, the sitting Premier. And yet, despite 150 negative stories about the Labor Party in The Herald Sun, Andrews was re-elected in a landslide victory.
So what’s going on? It seems that there is a disconnect between the older generations who still consume traditional news sources and the younger Australians who are turning to social and independent media for their news. This change in media consumption habits is having a profound effect on the way that elections are fought and won.
As more and more Australians turn away from mainstream news sources, it’s becoming clear that the days of corporate media moguls holding sway over elections is coming to an end. The influence of Rupert Murdoch and his ilk is on the wane, and it’s only a matter of time until they are relegated to also-rans in the new media landscape.
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