Labor gathered intelligence from Keir Starmer’s UK Labour and senior US Democrats on the political power of podcasts as it sought an edge on rivals in the emerging campaign battlefront.The party head office used the overseas lessons to help design a “new media” strategy for the Australian election, which included hiring the firm behind satirical newspaper theBetoota Advocateto provide advice on which podcasts the prime minister, Anthony Albanese, should appear.Podcasts have become a feature of political campaigns globally, with campaigners viewing the format as a vehicle to reach younger voters who are not consuming traditional media.4:48The housing crisis isn't sparing Peter Dutton's son, and Albanese won't spare a hug – videoThe latestGuardian-Essential pollshowed 42% of 18- to 34-year-olds receive their news via podcasts and social media – compared to just 6% for over-55s.Guardian Australia can reveal the AustralianLabor partydispatched operatives to the UK to learn how Starmer’s team tapped into podcasts and digital creators as part of Labour’s successful 2024 general election campaign.The officials were run through how UK Labour engaged a third-party firm to map out the online environment, identify leads and build relationships with digital creators.Gen Z social media creators say ‘not here to replace journalists’ after criticism Labor invited them to budget lockupRead moreOfficials also received briefings from senior Democrats after the 2024 US presidential campaign, where podcasts played a prominent role.Donald Trump’s three-hour interview with Joe Rogan – which has attracted more than 57m views onYouTube– was considered pivotal to his success in appealing to young male voters.Democrat strategists briefed their Australian counterparts on their version of events of theKamala Harris-Joe Rogan interviewthat controversially never eventuated.Sign up for the Afternoon Update: Election 2025 email newsletterArmed with insights from overseas, Labor’s team – led by the national secretary, Paul Erickson – devised its own so-called “new media” strategy to reach disengaged voters.That included hiring Diamantina Media, the company behind the popular digital media brand the Betoota Advocate.Labor confirmed Diamantina’s role was limited to providing advice on which podcasts Albanese should consider appearing on.The prime minister has conducted 12 podcast interviews this year, including nine with non-traditional media brands or journalists.These includedAbbie Chatfield’s It’s a Lot, Ozzy Man, The Grade Cricketer’s new podcast The Circus, Big Small Talk, The Squiz, Mamamia with Kate Langbroek, Straight Talk with Mark Bouris and the Daily Aus.Two of the podcasts are part of the Diamantina network: The Circus and Betoota Talks.skip past newsletter promotionSign up toAfternoon Update: Election 2025Free daily newsletterOur Australian afternoon update breaks down the key election campaign stories of the day, telling you what’s happening and why it mattersEnter your email addressSign upPrivacy Notice:Newsletters may contain info about charities, online ads, and content funded by outside parties. For more information see ourPrivacy Policy. We use Google reCaptcha to protect our website and the GooglePrivacy PolicyandTerms of Serviceapply.after newsletter promotionThe Betoota Talks interview was conducted prior to when Labor started working with Diamantina, the party confirmed.The Liberal frontbenchers Jane Hume, Angus Taylor and Sussan Ley have appeared on recent episodes of Betoota Talks, as has the outspoken backbencher Bridget Archer, teal candidate Nicolette Boele and Greens housing spokesperson Max Chandler-Mather.The opposition leader, Peter Dutton, has also turned to podcasts, appearing on Straight Talk with Mark Bouris andDiving Deep with Sam Frickeramong others.Labor’s wider new media strategy has involved working with social media influencers to amplify coverage of major announcements.About adozen content creatorswere last month invited to Canberra to join the federal budget lockup with press gallery journalists and interview Albanese and senior ministers Jim Chalmers, Katy Gallagher and Tanya Plibersek.The select influencers – many of which have more than 100,000 followers – posted clips of the interviews and other budget-day content, offering a different perspective on the annual political event.The Labor party organisation covered flights, hotels and other travel expenses for some of the creators, several told Guardian Australia at the time.However, the ALP did not pay for the content or opinion. A no-paid content rule has been applied across the party’s new media strategy, reflecting UK Labour’s approach.The teal independent Allegra Spender attracted criticism from the Coalition afteradmitting to payingan agency to commission social content with influencers.The mental health-focused content creator Milly Rose Bannister has posted several videos “made in collaboration” with Spender, including one in which she shadowed the Wentworth MP for a day in parliament.
Labor sent team to UK to learn from Keir Starmer’s successful election campaign
TruthLens AI Suggested Headline:
"Australian Labor Party Adopts New Media Strategy Inspired by UK Labour's Campaign Success"
The Guardian
6.9
TruthLens AI Summary
The Australian Labor Party is actively seeking innovative approaches to enhance its election campaign strategy by learning from the successful tactics employed by Keir Starmer and the UK Labour Party. A recent initiative involved sending a team to the UK to study how Starmer's campaign effectively utilized podcasts and engaged with digital creators to connect with younger voters. Recognizing that traditional media consumption is declining among younger demographics, the Labor Party is focusing on a 'new media' strategy that incorporates insights from both UK Labour and senior US Democrats. This strategy includes collaboration with Diamantina Media, the company behind the satirical Betoota Advocate, to identify suitable podcasts for Prime Minister Anthony Albanese to participate in, thereby broadening his outreach to younger audiences who increasingly rely on podcasts for news. Recent polls indicate that 42% of individuals aged 18-34 consume news through podcasts and social media, contrasting sharply with just 6% of those over 55 years old, highlighting the necessity of adapting to changing media consumption habits.
Incorporating lessons from the recent US presidential campaign, where podcasts played a significant role, Labor's team has crafted a strategy aimed at engaging disengaged voters. The insights gained from discussions with Democrat strategists, including the impact of high-profile podcast interviews, have informed their approach. Albanese has already participated in twelve podcast interviews this year, with a notable portion featuring non-traditional media platforms. This engagement not only serves to amplify his message but also aligns with a broader trend where political figures are increasingly leveraging social media influencers to extend their reach. The Labor Party's new media strategy also involves inviting content creators to significant political events, such as the federal budget lockup, to provide diverse perspectives and generate buzz around major announcements. Importantly, the ALP has implemented a strict no-paid content rule, mirroring the approach taken by UK Labour, to maintain authenticity in its engagement with influencers and the media landscape.
TruthLens AI Analysis
The article highlights the Australian Labor Party's strategic move to enhance its election campaign by drawing lessons from Keir Starmer's successful use of podcasts in the UK. This approach reflects a broader trend where political campaigns are increasingly leveraging new media platforms to connect with younger voters, who are less engaged with traditional news outlets.
Strategic Intentions Behind the Article
The intent behind this article seems to be to showcase the Labor Party's proactive approach to modern campaigning, positioning itself as innovative and adaptable. By learning from successful campaigns abroad, the Labor Party aims to foster a perception of being forward-thinking, especially in the realm of media engagement.
Public Perception and Implications
This news piece is likely designed to instill a sense of confidence among supporters that the Labor Party is taking essential steps to connect with the electorate effectively. It also subtly emphasizes the importance of digital platforms in contemporary politics, potentially shifting public sentiment towards favoring candidates who embrace these tools.
Potential Omissions
While the article focuses on the strategies being adopted, it may obscure underlying issues the Labor Party faces, such as internal divisions or criticisms regarding its overall political platform. By not addressing these concerns, the article might create an overly optimistic view of the party's prospects.
Manipulative Aspects
There is a moderate level of manipulation present in the article. The framing of Labor's actions as innovative and necessary may overlook criticisms or challenges that the party faces. The language used tends to elevate the party's image without presenting a balanced view of the electoral landscape.
Trustworthiness of the Information
The reliability of the article appears solid, given that it references specific data, such as polling statistics about podcast consumption among different age groups. However, it is essential to consider the potential bias in portraying the Labor Party solely in a positive light. The absence of dissenting opinions or challenges undermines a comprehensive understanding of the situation.
Connections to Other News
In the broader context of political reporting, this article aligns with a growing trend of political entities utilizing digital platforms to engage with voters. Previous reports on the significance of social media in elections might further enhance the narrative presented in this piece.
Impacts on Society and Politics
The article suggests that the Labor Party's new media strategy may influence voter turnout, particularly among younger demographics. If successful, this could reshape the political landscape in Australia, encouraging other parties to adopt similar approaches.
Target Audience
The article is likely to resonate more with younger, tech-savvy individuals who consume news through digital platforms. By focusing on podcasts and social media, it aims to engage a demographic that values modern communication methods.
Market Implications
While the article primarily focuses on political strategy, any shift in voter engagement could have implications for related sectors, such as media and advertising. Companies involved in digital marketing or content creation may benefit from increased demand for services that enhance political outreach.
Global Context
The relevance of the article extends beyond Australia, reflecting a global trend where political campaigns increasingly rely on digital strategies. The insights drawn from the US and UK could indicate broader shifts in how politics is conducted worldwide, particularly in democratic societies.
AI Influence
There is a possibility that AI tools were used in crafting this article, particularly in analyzing data trends or generating insights into audience behavior. However, the narrative appears to be shaped more by human editorial decisions, with AI potentially assisting in data collection rather than influencing the tone or direction of the article.
Conclusion on Manipulation
The article does exhibit elements of manipulation, primarily through its selective focus on positive strategies without addressing potential criticisms or failures. The language employed tends to elevate the Labor Party's image, potentially influencing public perception in a favorable direction.