TRUMP just won the 2024 US elections. Before it happened, it was a daunting thought. Yet, that’s precisely what unfolded in the recent U.S. presidential election. I don’t favour the notion, but I comprehend it. His ascension isn’t solely about his message; it’s equally about the role the media has played. Trump’s allure hinges as much on the unspoken as the spoken. Let’s delve into the media first. Mainstream channels have openly showcased their disdain for Trump. Their criticisms have been unyielding.
Every misstep, every provocative tweet, is amplified. To them, Trump embodies a villain — a volatile figure with perilous ideas. It brings to mind how the Malaysian media treated Tun Dr Mahathir Mohamad during his 2018 campaign to reclaim office. The press bombarded him with criticisms — questioning his age, reputation, and the legacy of his prior term. These criticisms oddly evoked sympathy and rallied people to his side. I discern a parallel in Trump’s case — who, to be fair, has supplied the media with abundant materials.
However, the relentless negativity has a repercussion. It nurtures the belief that the media stands with the “elite” establishment, working against ordinary Americans.
For many, Trump’s harsh portrayal in the press validates their view: that the system is biased. They perceive him as a victim of a media plot bent on discrediting him. The more the media attacks, the more his supporters unite.
It’s a classic tale of ‘us versus them,’ and it plays into Trump’s hands. He’s the outsider battling the corrupt establishment, with the media cast as the antagonist. But here’s the twist — while mainstream media targets Trump, social media emerges as his campaign’s stronghold. Platforms like Twitter, Facebook, and X have become his primary communication channels.
Traditional media may dismiss him, but on social media, Trump’s words reach millions directly, circumventing the mainstream narrative. There has been a notable shift in how people receive news and how their opinions are shaped. Traditional media’s influence as an opinion leader has eroded, paving the way for social media’s dominance. The algorithms incentivize sensationalism, favouring anger, outrage, and divisiveness — areas where Trump excels. Each provocative tweet or incendiary post garners more shares, likes, and attention.
Whether a contentious statement or a political attack, Trump understands how to manipulate the system. Social media, with its emphasis on virality, gives him an edge. In contrast, mainstream media often focuses on fact-checking, scrutinising every word Trump utters. They bolster the narrative that he’s erratic, dangerous, or unqualified. While some of these hold, they only reinforce the belief that the system is rigged against him. This isn’t to claim that Trump is a media savant. Far from it. His behaviour often paints him more as a provocateur than a statesman. But therein lies the crux — he plays by different rules. In the campaign’s waning days, Trump dominated visibility and social media presence.
He appeared on podcasts like the Joe Rogan Experience (JRE) and even on a personal favourite of mine: “Six Feet Under” with Mark Calaway, the renowned wrestler Undertaker. His episode on Rogan’s show amassed 47 million views on YouTube and likely tilted the scales in his favour. Trump’s rival, Kamala Harris, undoubtedly had a team of experts endorsing her on national TV and likely enjoyed support from numerous newspapers.
Yet, it wasn’t adequate to counterbalance Trump’s social media influence. In a context where mainstream media is often seen as elitist and biased, social media functions as a neutral platform. Mainstream channels are viewed as disconnected, a notion with which I somewhat agree. But let’s not deceive ourselves.
Trump isn’t merely a creation of the media. His triumph stems from genuine discontent. Many feel forsaken by the political system, and overlooked by the administration and the media. Trump capitalises on this sentiment. He embodies their voice — not because he holds all the solutions, but because he communicates in a manner that resonates authentically with them. While I may not approve, I comprehend. The media birthed the beast — and being the political operative he is, Trump knows precisely how to wield it.
The views expressed here are those of the writer and do not necessarily represent the views of the Sarawak Tribune.
