Poised for the presidency: how Trump’s win highlights alternative media’s impact

Donald Trump’s victory in last year’s US election demonstrated the pivotal role played by the media in shaping voter opinion and influencing outcomes, particularly alternative media and social platforms. Platforms on both sides of the political spectrum in the US amplified targeted messages, seeking to sway undecided voters in the final stretch.

The digital age has given rise to a vast array of alternative media outlets that operate alongside traditional mainstream media. Platforms such as Facebook, TikTok, X and YouTube are thriving, boasting an ability to reach users directly and efficiently at a fraction of the cost of traditional media. Many of these alternative media sources contribute to healthy media pluralism, community representation and critical thinking. However, others have played an active role in spreading disinformation and false narratives; an impact that was especially visible during the 2024 US elections.

Examining alternative media’s effect on democratic conditions

The adoption and use of social and alternative media in Europe and the US is the subject of Unconventional Voices: Alternative Media Trends in Europe and the US, a ⁠report I authored together with colleagues at 18 European universities. Carried out under an EU-funded project, the research examines how current changes in the political information environment affect the conditions for a healthy democracy. Specifically, it looks at alternative media usage across 18 countries in 2022 and the communication strategies employed by selected alternative media outlets on Facebook and X in 2021 and 2023. A total of 26,000 people across these 18 countries were surveyed, including the UK and US, as the following case studies detail.

Shifting trends: UK case study

In the UK, 25 per cent of our surveyed sample reported using alternative media sources, with an average age of 36.6. In 2021, alternative media channels primarily focused on government and party politics, with particular attention to elections, advocacy and climate change, especially around the COP26 summit in Glasgow. Although the pandemic was covered, it received a relatively small amount of attention. Law and order topics, mainly related to policing and crime, also featured significantly.

By 2023, however, the landscape had shifted. While party politics remained a key theme, coverage of climate change had noticeably decreased. In its place, discussions around work, pay and strikes saw a considerable increase, reflecting a shift in public concerns. Additionally, topics related to journalism and the press began to emerge as a significant area of interest. Notably, there was minimal focus on the term "war," with few references to the geopolitical situation involving Ukraine and Russia.

In 2023, the most popular alternative media sources in our study on both Facebook and X were Novara Media, Byline Times and Guido Fawkes.

Narratives with a wide reach: US case study

In the US, we saw that a sizeable proportion of the US population was using alternative media sources: 41 per cent of our surveyed sample, with an average age of 38.7. In 2021, discussions within US alternative media largely focused on two primary topics: national politics and the Covid-19 pandemic. Other subjects, such as the courts and abortion, were also mentioned, although the Dobbs decision on abortion rights did not emerge until 2022. Lifestyle and dietary topics, including terms like "vegan," "cheese" and "dairy-free," were also prominent.  

By 2023, however, the narrative had shifted considerably, with much of the attention directed towards Joe Biden, Donald Trump and the Republican Party. Public figures like Ron DeSantis and Tucker Carlson also provoked significant discussion, likely due to DeSantis’ presidential bid and Carlson’s departure from Fox News. Another marked difference from 2021 was the rise of crime and immigration as major topics in 2023, with keywords such as "police," "shoot," "arrest," "charge," "law," "border" and "migrant" frequently appearing in discussions.

In 2023, the most popular alternative media sources in the study on both Facebook and X included Occupy Democrats, Breitbart News and The Daily Caller.

Alternative media’s influential role: the need for vigilance

Alternative media played a significant role in amplifying Donald Trump’s messaging ahead of his election victory last year. This includes the spread of certain disinformation that may have helped sway the overall outcome in his favour.

Of course, other factors must also be considered, such as Kamala Harris’ relatively short campaign (with Joe Biden remaining in the race until just 10 weeks before the election), as well as the candidates’ charisma, public appeal and performance. Celebrity and business endorsements, such as Elon Musk's backing of Trump, may also have contributed to the outcome. Musk, owner of X, contributed $75 million from his $242 billion fortune to Trump’s America PAC (political action committee) over the summer, before pledging to give away $1 million a day to supporters signing a PAC petition he created, ostensibly in support of the US Constitution.

Furthermore, the fact that many traditional media outlets supported the Democrat candidate points to the role played by the alternative media in garnering support for a Republican victory.

Looking ahead, our research can serve as a reference tool to help address the spread and impact of distorted information, particularly during critical times such as elections. Democracies must remain vigilant about the influence of alternative media, as these outlets often lacks rigorous fact-checking processes and verification mechanisms, yet hold immense sway over public opinion, particularly in politically charged contexts.

Freedom of expression is paramount, but it is essential to find a careful balance. Effective measures must be implemented to counter the spread of disinformation, ensuring that democratic processes remain robust and protected from the potential for misinformation-fuelled discord.