[Article] Media Moves: The Shifting Media Landscape in 2023
The year 2023 has seen a transformative shift in the media landscape, characterized by the eroding influence of traditional media giants, the rise of independent media platforms, and the increasing importance of social media in shaping the narrative. At BattlePACs we see this as a unique opportunity to reshape the social and political narrative through bottom-up media that empowers young independent content creators and thought leaders.
Shifting Foundations
The foundations of the media landscape in 2023 are being shaken up as new habits of youth audiences are making audiences increasingly Immersed and connected.
Younger generations are weaving TV, gaming, and User Generated Content (UGC) from social platforms into a tapestry of entertainment, community, and meaning.
Digital media offers more and more Americans a key source of meaningful connections and way to fulfill social and emotional needs. Around one-third of people surveyed in the US say they consider online experiences as meaningful replacements for in-person experiences, with half of Gen Zs and Millennials feeling this way.
In fact, younger generations, such as Gen Zs and Millennials, spend more time socializing in social media and video games than they do in the physical world. They seek immersive and social experiences that allow them to engage deeply and feel connected to the content.
Younger generations are now drawn to video games and UGC for entertainment, social connection, and immersion. This is a significant shift from Gen X and older generations who feel more immersed in TV shows and movies.
Another major shift in the latest Digital Native generations is the increasing importance of social media creators and influencers in fostering engagement, building trust, growing communities, and driving awareness for brands, products, and content. Young consumers trust these creators' recommendations and reviews, and user-generated videos help them discover new products or services.
This even extends to news and politics, as younger audiences are increasingly likely to trust political or social news they hear from their favorite influencers or their peers than a news anchor or pundit on mainstream TV or online news media.
Why This Shift Matters
The Decline of Traditional Media Giants
Alongside these tectonic shifts we are seeing a weakening of the dominance of the traditional media giants signaling a changing landscape where audience preferences are shifting away from traditional TV based news outlets and increasingly finding news via social media and content creators. For example CNN and Fox, the long-standing pillars of mainstream media, both lost their biggest news anchors this year.
New Challenges
Simultaneously, independent media platforms have gained increased prominence in the political conversation. Since Elon Musk’s purchase of Twitter, the platform has emerged as a popular news distribution platform for independent media, particularly featuring news from outside the narrow confines discussed in traditional media. Musk has adopted a more tolerant approach to censorship than that of the former Twitter management did, who as revealed by the Twitter files were acting in close collusion with intelligence agencies to censor certain information.
Musk has also hosted many Twitter spaces conversations with key figures including Tucker Carlson which receive huge audience numbers. Carlson now has his own regular show on Twitter which regularly gets higher audience views and significantly more engagement than his Fox show received at its peak. In addition, Republican presidential candidate Ron De Santis hosted his campaign launch event on Twitter spaces which received significantly more attendance than a traditional campaign launch event would have.
Contrary to the portrayal of Twitter under Musk by mainstream media, this has not only benefited right-wing figures such as Carlson or De Santis. Many left-wing figures such as Democratic Presidential candidate Robert F. Kennedy Jr, comedian and news commentator Jimmy Dore, and many leftist independent journalists like Matt Taibi who broke the Twitter files, and Glenn Greenwald who broke the Edward Snowden story for the Guardian and was a founder of left-wing journalism platform, The Intercept. Whether on the left or right, all of these figures share a common desire to escape the increasingly restrictive and censored traditional news and social media giant controlled ecosystems have also found a home on Twitter.
Decentralized Media
Many left-leaning influencers (among others) have also moved onto emerging decentralized social media platform Mastodon for greater control over their content. This shift signifies the growing power and influence of social media platforms in the news media and politics landscape. Launched in 2016 this free and open-source software allows users to run their own self-hosted communities or join existing ones. It has microblogging features similar to Twitter, but it is a network of thousands of independent nodes that can interact with each other. Users can choose a node that suits their preferences and policies, and have more control over their data and anti-abuse tools.
New Challengers To YouTube
YouTube, a dominant force in the online video-sharing space, now faces new competition from decentralized platforms like Rumble. This fast emerging and well-funded competitor provides alternatives for content creators seeking more freedom of expression and autonomy, and its associated engagement platform Nextdoor appeals to the desire of younger generations for more genuine community and engagement with their favorite influencers. The emergence of Rumble indicates a changing preference among content creators and viewers for better monetization options, cheaper subscriptions and more community focus and is challenging the traditional dominance of YouTube.
The Opportunity - Let’s Reshape the Narrative through Bottom-Up Media
This shift to increased decentralization and more key news and politics figures using social media platforms effectively will no doubt continue to be a major trend towards the 2024 election. It also means that communities that are decentralized and adaptive and create real community and foster user generated content will be well placed to influence the political conversation.
With the 2024 elections on the horizon, there is a tremendous opportunity for the BattlePACs community to play a pivotal role in reshaping the narrative through bottom-up media. By opening up to our community to produce UGC around key issues, BattlePACs enables aspiring content creators and influencers to grow while also receiving support from our scholarship funding pool. This approach empowers you to participate in the political discourse and become an active contributor to this exciting new media landscape.
By sharing a series of curated conversation starter prompts we have opened it up to you - our community to create thought-provoking content in response. BattlePACs aims to spark dialogue and encourage the community to collectively tackle the complex social and political issues we face. These prompts aim to foster an inclusive and intellectually stimulating environment where diverse viewpoints are valued. Whoever you are Your Voice Matters! See the list of prompts below and find out how you can win scholarship funding to produce content.
The Voices of America Scholarship Program
As part of its commitment to fostering political discourse, BattlePACs has established the Voices of America scholarship program in partnership with the American Student Fund. This program offers generous scholarship funding to outspoken students who have meaningfully contributed to this political discourse facilitated by BattlePACs. By recognizing and supporting these individuals, BattlePACs aims to nurture a new generation of independent thinkers and leaders.
Another vital aspect of BattlePACs' mission is the organization of live debates. These structured discussions bring together young people from different backgrounds to engage in meaningful conversations on key issues. By providing a platform for participants to share their perspectives, challenge assumptions, and find common ground, BattlePACs fosters productive dialogue and bridges divides. You can take part in one of our next engagement session debates now, register here to participate.
Conclusion
In 2023, the political and social news and media landscape is rapidly evolving, with traditional media giants losing their hold and independent platforms gaining traction. There is a growing emphasis on community and engagement. BattlePACs recognizes this transformative shift and embraces bottom-up media to reshape the narrative.
Join Us and Have Your Say!
Simply answer three question prompts to share your views on how to build a better future and secure a VOA scholarship. Find out more about how to win here:
Prompt Response Requirements
(Remember to quote the question at the start so people know the context by saying, "this is my BattlePACs submission for the prompt of …")
Social Platforms Accepted: Instagram or TikTok
Hashtags: #BattlePACs #BattlePACsScholarship
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Whatever your opinion, your voice matters!