Trump’s 2024 Victory: From Joe Rogan to Elon Musk, How Digital Media Won the Race

 

By Karanja Jackson

As the world continues to send in congratulatory messages, former President Donald Trump returned to the White House, this time triumphing over Kamala Harris, a formidable opponent who enjoyed substantial backing from mainstream media.

What stands out about this election cycle is not only the candidates but the way it spotlighted a new wave of political campaigning that used digital platforms as central channels for engagement.

With social media platforms like X (formerly Twitter) and support from influential figures such as Elon Musk, Trump’s campaign showcased how unconventional methods can shape election outcomes, even when mainstream media backing is largely in favor of the opposition.

Mainstream Media vs. Social Media: A New Age of Political Campaigning

Kamala Harris’s campaign followed a conventional path, enjoying strong backing from major television networks, print publications, and online news sites. These platforms, rooted in journalistic tradition, have long been effective in building a candidate's image and delivering a steady flow of controlled messages to the public.

On the other hand, Trump and his campaign allies took a notably different approach. Rather than focusing on mainstream media’s predictable formats, they prioritized social media. The focus was direct engagement, unfiltered commentary, and the immediacy of social networks, where they could communicate directly with supporters without being filtered or fact-checked by traditional journalistic standards.

This strategy allowed Trump to sidestep traditional gatekeeping, especially on platforms like X and through influencers who have amassed significant followings.

The Power of Direct Communication

Social media platforms offered Trump’s team a direct line to voters, bypassing intermediaries and letting them shape their narrative in real-time. This was a pivotal shift.

In traditional media, journalists often frame stories, ask probing questions, and challenge narratives. However, social media places power in the hands of the poster, allowing Trump’s team to disseminate messages that resonate without waiting for a press release or official coverage.

Through platforms like X, Truth Social, and Facebook, Trump’s campaign broadcast unfiltered responses to criticisms, updates on the campaign trail, and snippets from rallies.

This approach resonated with supporters who distrust mainstream media, often viewing it as biased. By prioritizing platforms where people already spend much of their time, Trump managed to create a digital campaign that felt personal, immediate, and free from mainstream media's "agenda."

Elon Musk, the new star

Delivering his victory speech at Palm Beach County California, joined by running mate JD Vance and both of their families, Donald acknowledged the contribution of different people that had helped make him the 47^th President of the land of the free.

After thanking his family members, running mate JD Vance, and senior GOP operatives—Trump responded to an audience member calling out Musk’s name saying, “Let me tell you we have a new star…a star is born, Elon.”

Musk’s influence cannot be understated. As the owner of X, Musk’s support of Trump played a significant role in shaping how campaign messages reached users. Musk, a vocal advocate of free speech on digital platforms, allowed Trump and his supporters considerable freedom on X, where they voiced concerns, debated policies, and communicated with minimal censorship.

Musk’s open support bolstered Trump’s campaign, especially among younger, tech-savvy voters who admired Musk’s stance on issues like innovation, free speech, and skepticism of mainstream media narratives.

Musk’s participation also served as a counterpoint to Harris’s mainstream backing, challenging the traditional reach of media outlets and showing that individuals with massive online influence can redefine election norms.

Shifting Public Sentiment: From Fact-Checking to Self-Verification

This election also highlighted a significant shift in public sentiment. As social media gained prominence, the approach to fact-checking evolved. Instead of looking to mainstream media to verify claims, many voters began taking it upon themselves to discern truth, cross-referencing claims through multiple online sources, from independent blogs to digital influencers.

Trump’s team capitalized on this by encouraging supporters to “do their own research” and form their own conclusions.

This approach bypassed traditional fact-checking, creating a landscape where narratives were crowd-sourced and shaped by popular consensus rather than editorial oversight.

Trump’s supporters, empowered by this message, became digital activists, amplifying and defending campaign narratives across platforms.

The Rise of Podcasts: Influencing Voter Opinion Beyond Traditional Media

In addition to the impact of social media, Trump’s campaign capitalized on the rising influence of podcasts, an increasingly popular medium where in-depth conversations and uncensored opinions can thrive.

Podcasts provided a unique platform for Trump’s messages, especially for reaching voters who sought alternative perspectives outside the mainstream news narrative.

With their informal format and long-form discussions, podcasts allowed Trump’s supporters and surrogates to connect with listeners on a personal level, exploring nuanced takes on policy, culture, and governance.

Among these influential platforms were The Joe Rogan Experience and The Candace Owens Show, both of which have significant followings and attract listeners interested in unfiltered discourse.

Joe Rogan, a stand-up comedian and UFC commentator, has become a leading voice for independent and critical thinking through his podcast. Rogan’s discussions on politics, technology, and culture appeal to millions of Americans who appreciate his open-minded approach and willingness to entertain a wide range of viewpoints.

During the campaign, Rogan hosted a series of conversations touching on critical national issues, where Trump’s supporters and commentators dissected policy concerns, critiques of mainstream media, and the broader direction of the country.

This gave the campaign a substantial platform for voter engagement outside of traditional media filters.

Candace Owens, an outspoken conservative commentator, also used her podcast to boost Trump’s campaign themes and critique his opponent.

Known for her strong opinions on issues like government overreach, personal freedom, and cultural identity, Owens rallied support for Trump by articulating her views on policies central to his platform.

Her podcast became a space for conservatives and undecided voters to explore political issues with candor and assertiveness, resonating particularly with younger, conservative-minded audiences who felt alienated by traditional outlets.

These podcasts went beyond the usual sound bites, delving into topics like freedom of speech, the economy, and the role of government in individual lives.

This approach reinforced Trump’s appeal by allowing his viewpoints to reach audiences who prefer independent media over the often-polished presentations seen on TV and in mainstream publications.

Podcasts like Rogan’s and Owens’ exemplified how long-form content can shape public opinion and build rapport with listeners through meaningful conversations, rather than quick summaries or oversimplified narratives.

What This Means for Future Elections

Trump’s return to the White House underscores a changing paradigm in political campaigning. Social media is not merely a supplement to traditional channels but a central platform where elections can be won or lost.

With the growing reach of digital influencers and social media platforms that allow for rapid, unrestricted sharing of ideas, the way future campaigns are conducted is likely to continue evolving.

The 2024 election results prompt several questions for politicians and strategists alike.

Will mainstream media regain its influence, or will we continue to see a rise in decentralized, social media-driven campaigns?

How will candidates engage with tech leaders like Musk or social media influencers, whose platforms hold the potential to amplify certain voices over others?

And perhaps most importantly, how will social media companies navigate the delicate balance of free speech, public interest, and misinformation in future campaigns?

For now, one thing is clear: Trump’s victory demonstrates that winning an election no longer requires mainstream media’s backing as much as a strong, resonant digital strategy that speaks directly to the people.

As we look ahead to future elections, we can expect political campaigns to continue exploring how digital-first strategies can influence voters, shape narratives, and perhaps rewrite election history itself.