Never Mind the News Media: Politicians Test Direct-to-Voter Messaging

From Washington to Texas to California, politicians are road-testing their political messaging strategies, searching for the best way to reach voters in ways that often bypass the traditional media gatekeepers. These media methods have obvious appeal: Politicians can appear accessible but remain insulated from the press. They are also not altogether new. President Donald Trump eschewed traditional television advertising during the 2016 campaign and can now overshadow even his own party’s message at the drop of a tweet. And many politicians have long made a practice of ducking reporters.

Yet several factors have converged to elevate the practice: Fake news and false information about politics have proliferated; the public’s trust in the mainstream media is low; and social media platforms make unfiltered messaging easier than ever. As a result, there is a new urgency among politicians to deliver talking points directly. Many politicians blame the news media for the shift, claiming dishonest coverage has left them no other choice. “For those of you who want to truly see what is happening, follow along through social media,” Gov Matt Bevin (R-KY), a prolific purveyor of Facebook videos, told voters during his state of the commonwealth address in 2017. “With all due respect to what now passes for traditional media, it’s dying for a reason.”