Key Takeaways:
– The 2024 presidential election results were influenced considerably by far-right social media.
– New York Times reporter Stuart A. Thompson recently immersed himself on Rumble, the preferred video platform for extreme right content.
– Throughout one week, Thompson exclusively consumed content from popular far-right Rumble creators.
– He found the platform to widely disseminate views on a variety of controversial topics, fueling polarization among viewers.
– There has been a shift in news-consuming habits, with a significant proportion of younger Americans choosing social media influencers over traditional news outlets.
The Online Playing Field of the 2024 Election
The outcome of the 2024 presidential elections has largely been attributed to far-right social media’s influence, reaching more voters than traditional media. It has reshaped political discussions, notably influencing key battleground states. To analyze this shift, New York Times reporter, Stuart A. Thompson, a specialist in right-wing media coverage, decided to immerse himself in the digital world of these voters for one week.
What is Rumble?
Rumble is an alternative to YouTube that has gained popularity with far-right content creators, especially after the January 6, 2021, U.S. Capitol siege precedents. Post-YouTube’s multiple bans defending the insurrectionists, these creators and their audience moved their focus to Rumble.
For a week, Thompson rid himself of all his traditional news apps, emails from news outlets, newsletters, and completely immersed himself in Rumble. He spent around 47 hours watching content from influencers like Dan Bongino, Roseanne Barr, Candace Owens, Russell Brand, and many more.
The Narrative on Rumble
Far-right personalities such as Alex Jones, ex-New York City Mayor Rudy Giuliani, and Andrew Tate — notorious for his misogynist views, also have significant followings on Rumble. Another prominent name is Stew Peters, a former bounty hunter with about 556,000 followers, known for praising Adolf Hitler and endorsing violence towards nonprofit workers that aid undocumented immigrants.
Entering the World of the Extreme Right
Thompson relays that right from the start, his exposure to the far-right narratives on Rumble felt like entering a separate reality. Majority of content on Rumble was suffused with outrage on various topics, ranging from the culture wars to issues regarding transgender Americans and speculations of World War III. Thompson’s wife, after hearing about his Rumble experiences, agreed that such an environment would naturally make anyone feel uncomfortable.
Unveiling the Clause
Surprisingly, Thompson received public backlash even before his article got published. Jake Pentland, Roseanne Barr’s son who co-hosts her podcast, posted Thompson’s email inquiry and triggered a wave of hate from Rumble viewers towards him. Even Rumble’s CEO and Elon Musk (via retweets) played a role in the increase of viewership of the posted email which contained Thompson’s phone number.
Intertwining of Social Media and News
Data shows a significant shift in young Americans’ news consumption habits. While approximately 37% of Americans under 30, and around 20% of all American adults, now get their news from social media influencers rather than traditional media outlets. Furthermore, 63% of these influencers are men, and 77% have no relation to any news organization. In addition, a staggering 85% of them have a conservative leaning. It’s notable that audiences report an even mix of agreement and disagreement with the opinions they come across (61%), yet more say they mostly agree with what they see (30%) than mostly disagree (2%).
Thompson’s report presents an engaging insight into the influence of far-right media and how it could have decided the results of the 2024 presidential election. His experience also shows the power of platforms like Rumble and its role in reinforcing polarized narratives among viewers. It serves as a reminder of the importance of considering and understanding diverse content sources and their impact on the populace’s thinking and voting patterns.
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