The Atlantic: The 'Mainstream Media' Has Already Lost

[Dennis Donovan]

The Atlantic - (archived: https://archive.ph/rD9sq ) The ‘Mainstream Media’ Has Already Lost

The newspapers and networks of the 20th century are ceding ground. And the people taking their place aren’t playing by the same rules.

By Helen Lewis
December 5, 2024, 7 AM ET

This October, in the closing days of the presidential election, the podcaster Joe Rogan said something extraordinary. He had just hosted Donald Trump for a three-hour conversation in his studio in Austin, Texas, and wanted to make clear that he had discussed a similar arrangement with Kamala Harris’s campaign. “They offered a date for Tuesday, but I would have had to travel to her and they only wanted to do an hour,” he posted on X. “I strongly feel the best way to do it is in the studio in Austin.” And so Rogan declined to interview the vice president.

What a diva, some people said. If you’re offered an interview with a presidential candidate, get off your ass and get on a plane! But Rogan could dictate his own terms. He is not competing in the snake pit of D.C. journalism, where sitting opposite a major candidate delivers an instant status bump. He is the most popular podcaster alive, with a dedicated audience of right-leaning men who enjoy mixed martial arts, stand-up comedy, and wild speculation about aliens (space, not illegal); they are not political obsessives. Rogan knew that Harris needed him more than he needed her.

Nothing symbolizes the changed media landscape of this past election more than Rogan’s casual brush-off. Within a week, his interview with Trump racked up more than 40 million views on YouTube alone, and millions more on other platforms. No single event, apart from the Harris-Trump debate, had a bigger audience this election cycle. By comparison, Harris’s contentious interview with Bret Baier on Fox News, the most popular of the cable networks, drew 8 million viewers to the live broadcast, and another 6.5 million on YouTube.

Those figures demonstrate the absurdity of talking about the “mainstream media” as many still do, especially those who disparage it. According to a 2021 Pew Research Center survey, Americans with a wide range of political views generally agree about which outlets fall within this definition: newspapers such as The New York Times and The Wall Street Journal and television networks such as CNN. Everyone else who’s disseminating information at scale is treated like a couple of hipsters running a craft brewery who are valiantly competing with Budweiser.

That’s simply not true. Rogan is the “mainstream media” now. Elon Musk, too. In the 2024 campaign, both presidential candidates largely skipped newspaper and television sit-downs—the tougher, more focused “accountability” interviews—in favor of talking directly with online personalities. (J. D. Vance, to his credit, made a point of taking reporters’ questions at his events and sat down with CNN and the Times, among others.) The result was that both Trump and Harris got away with reciting slogans rather than outlining policies. Trump has not outlined how his promised mass deportations might work in practice, nor did we ever find out if Harris still held firm to her previous stances, such as the abolition of the death penalty and the decriminalization of sex work. The vacuum was filled with vibes.

The concept of the mainstream media arose in the 20th century, when reaching a mass audience required infrastructure—a printing press, or a broadcast frequency, or a physical cable into people’s houses—and institutions. That reality made the media easy to vilify. “The press became ‘the media’ because the word had a manipulative, Madison Avenue, all-encompassing connotation, and the press hated it,” Richard Nixon’s speechwriter William Safire wrote in his 1975 memoir.

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