South Africa's first "Podcast Election" is 18 months away
The 2024 USA Presidential election has been dubbed the "podcast election" due to the significant role podcasts played in candidates' campaign strategies. Both Donald Trump and Kamala Harris made appearances on popular podcasts to reach voters, particularly younger demographics[1][2]. Trump appeared on several top-rated shows, including "The Joe Rogan Experience," which garnered over 46 million views on YouTube alone[1]. Harris, on the other hand, was interviewed on "Call Her Daddy," one of the most popular podcasts among women listeners[5].
This shift towards podcasting as a campaign tool is reminiscent of the pivotal moment in American political history when television first played a crucial role in shaping public perception during the 1960 Nixon vs. Kennedy debates. The first televised presidential debate on September 26, 1960, fundamentally altered the landscape of political campaigns and media influence[4].
During that historic debate, John F. Kennedy appeared calm, confident, and telegenic, while Richard Nixon, who was pale and underweight from a recent hospitalisation, appeared sickly and sweaty on camera[7]. This visual disparity had a significant impact on viewers' perceptions. Those who watched the debate on television overwhelmingly thought Kennedy had won, while radio listeners believed Nixon had performed better[7].
The power of visual media became evident in the aftermath of the debate. Kennedy, who had been a relatively unknown senator before the event, saw a surge in popularity. The following day, crowds at his campaign events in Ohio were notably larger, signalling a shift in public opinion[7]. Kennedy himself acknowledged the role of television in his victory, stating, "It was the TV more than anything else that turned the tide"[7].
This historical precedent underscores the potential impact of media on elections and public perception. As we look towards South Africa's next election cycle, it would be naive to think that podcast interviews won't play a significant role in shaping public opinion and influencing voters.
The question then arises:
Which podcasters will have the most influence in South Africa's next election cycle?
Will it be established names like Bruce Whitfield , Carol Ofori , Gareth Cliff , Podcast and Chill With Mac G ? Or could it be… you?
What is clear from the past few months is that the sway of influence is strongly away from traditional MSM (main stream media) and instead favouring "you are the media" outlets.
It's also clear that South African's are still lagging in bubbling "podcast influencers" to the surface. I expect this to change and soon.
The power of podcasts lies in their ability to provide long-form, intimate conversations that allow candidates to connect with listeners on a deeper level. As University of Sussex professor Martin Spinelli points out, "The voice of the other person is inside your body. It's a very, very intimate experience. That kind of intimacy is really, really good at triggering emotions"[1]. This emotional connection can be particularly effective in political messaging.
Moreover, podcasts offer candidates the opportunity to reach specific demographics. In the US election, Trump's appearances on podcasts popular among young men coincided with his improved performance with that demographic[1]. Similarly, Harris's appearance on "Call Her Daddy" was seen as an attempt to appeal to women voters[5].
In South Africa, where 42% of registered voters are under 40, the influence of social media and digital platforms on political engagement is already evident[3]. Influencers like Karabo 'Kay' Mahapa have used their platforms to encourage young people to vote and engage in political discussions. This trend is likely to extend to podcasts as well.
However, it's important to note that a political party's own podcast may not be the most effective tool. The power of podcasts in political campaigning often lies in the host's existing audience and the perception of a more neutral or independent platform.
By starting your own podcast focused on social, community, and political issues involving and interviews with candidates and community leaders, you could position yourself as a key influencer in South Africa's next election cycle. Your podcast could provide a platform for in-depth discussions on policy issues, allowing candidates to articulate their positions and connect with voters in a meaningful way.
The potential impact of such a podcast should not be underestimated. As we've seen in the US, podcast appearances can generate significant word-of-mouth and engagement from highly involved audiences[5]. Your podcast could become a go-to source for voters seeking to understand candidates' positions and personalities beyond scripted speeches and campaign ads.
Furthermore, by hosting political discussions and interviews, you would be contributing to the democratic process by fostering informed debate and increasing political engagement among your listeners. This aligns with the broader trend of podcasts becoming an important source of political information and discussion for many voters.
So what next?
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As South Africa approaches its next major election cycle in early 2026, the influence of podcasts on political discourse and voter engagement is likely to grow significantly. And you have the opportunity to become a key player in this emerging landscape - through launching your own podcast. Just think, you could play a crucial role in shaping the conversation and potentially influencing the outcome of the election.
The question is not just WHO will be the next political influencer in South African podcasting, but whether YOU will seize the opportunity to be at the forefront of this evolving medium. As the "podcast election" in the US has shown, the potential impact of audio content on political engagement and voter decision-making is substantial.
It's time to consider how you can use your skills to contribute to and potentially shape South Africa's political future through the power of podcasting.
And when you’re ready, reach out to us at Solid Gold Podcasts and Audiobooks and we’ll do all the behind-the-scenes work to help you #BeHeard
Which politician are you most looking forward to having a long-form conversation with someone who will help us really see, hear, and understand them?
You can reach me at [email protected]
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