The Year Democrats Lost the Internet

Perhaps in part because of this exclusion strategy, the audience that the Republicans reached were much more engaged with the content than the Democratic viewers. A recent study by People First and Infegy found that conservative-leaning podcasts hosted by figures such as Rogan and Theo Von recently had 25 to 33 percent higher engagement compared to shows that Harris went on, such as is Call her father.

The influencers who interviewed Trump this cycle were not political creatures. Rogan and Von have developed their audiences outside of their comedy (and, in Rogan’s case, sports) careers and from the entertainment industry. Their ideologies are amorphous, attracting a variety of viewers across the political spectrum. Von and Rogan interviewed Trump, but they also recorded conversations with progressive lawmakers like Sanders, which made it easier for each of them to avoid siding with one side or the other and, consequently, increased trust among his audience.

“The plan absolutely collapsed with the brand of the Democratic Party online,” says Brock. “People who don’t care about politics don’t like us. People who care and work in politics don’t know how to represent us. We are seen as completely out of touch, and as more people turn to methods unconventional to get their news and media, we are ready for a colossal failure going forward without a change in strategy.”

In the wake of the Democrats’ defeat last month, progressive critics of the mainstream media have launched startup media initiatives of their own or are seeking new funding. Amelia Montooth, the CEO of Mutuals Media, argues that Democrats need their own shows focused on online culture.

“The right has a funnel that I believe starts with Barstool Sports that reaches a mass audience via pop culture,” says Montooth. “It’s going to require some serious investment not only from people like the progressive party, but also from individual people who care about that work and journalism.”

It will also require taking risks – something the Democrats, a party currently led by an 82-year-old man, are known to avoid.

“Stick to the same five talking points won’t make you a true viral moment, and a viral moment doesn’t matter if it doesn’t translate into a larger movement forward,” says Brock. “Because with criticism and ridicule comes engagement, comes conversation, inspires people to stand up for you and evangelizes others to come to your aid.”