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The Conversation
The Conversation
Edward Hurcombe, Senior Lecturer in Media and Communication, RMIT University

In the age of the influencer, does the political backing of News Corp matter anymore?

News Corp Coalition Australia Rupert Murdoch Instagram Abbie Chatfield Sam Fricker the Labor Party Sky News TikTok

This year’s federal election demonstrated that Australia’s media landscape has changed. Big players are no longer “kingmakers” in politics.

Influencers on TikTok and Instagram have seemingly become journalists. Politicians are going on podcasts, and campaign advertising has become memes.

Australia’s news media has historically been concentrated in the hands of a few large companies. Now there are fresh new voices.

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