So, as the federal election looms near, this is where social media, pop culture, and politics intersect. This exciting and sometimes disconcerting crossroads is continuing to influence how Australians vote and how voters participate. Holly Rankin, known professionally as Jack River, has emerged as a vocal advocate for young voters and content creators who aim to influence political discourse. Rankin is adamant that young voters hold the most power, particularly in terms of changing a government in marginal seats. He highlights the importance of this group for them to be able to choose wisely.
Rankin’s evolution as a singer-songwriter and recording artist runway parallel to her dedication to activism. She’s been attuned to the ways that pop culture intersects with policy for a long time. She recently stated that artists and influencers are crucial in raising the public’s awareness to political issues. Her fierce commitment to political campaigns through artistic activism speaks to her interest in using her platform to affect social change.
Younger voters hold the key to determining many of these elections, Rankin said. He illustrated the key impact that the youth vote is going to have on the future, including today’s decisions. She added, “We are the most powerful voting bloc in Australia in the lead up to the federal election.”
Dr. Susan Grantham, a leading scholar in political communication, highlights the increasing importance of social media in political campaigns. A new 2024 report shows that 46% of Australians aged 18-24 use social media as their primary news source. What’s more, 31% of these youngsters said that celebrities and influencers play a key role in shaping how they consume news. Grantham emphasizes that while this shift is encouraging, it requires a discerning eye from young voters.
“Younger people need to be taught how to question what they see and to think critically about social media and political commentary,” Grantham remarked. She asserts that while social media has become “absolutely essential” in politics, there is a risk of misinformation spreading unchecked.
The youth enrolment rate has shot up to an astounding 92%. This shows that young Australians are more aware than ever about the value of being civically engaged. Hannah Ferguson, founder and CEO of Cheek Media, points to a positive trend. Political parties are beginning to recognize that social media and podcasts are highly effective tools for creating change.
“Our ability to communicate directly with our audiences about the issues that matter to them is far more engaged and far more relevant than large parts of legacy media,” Ferguson stated. This is where influencers like Rankin come in. Most importantly, they can do what politicians and old-school news media won’t do—connect people with relevant, timely information.
Rankin elaborated on the necessity of providing quality information to young voters: “So it’s really important that they get good information and that they engage and just learn about civics and politics.” And she knew that young people deserved access to trustworthy information. If they’re not able to receive that information from politicians or reliable news organizations, they will most certainly look to influencers to influence their persuasions on political matters.
Yet, that brings us to the ethics of influencer-driven political commentary, which is what Grantham cautions against. “What we do see is influencers taking on a similar role, and some of them are doing that very, very well, but they don’t have to work to the same ethical codes or media law that go along with this sort of public commentary,” she explained.
As young voters make their way through this poisoned environment, it becomes all the more important for them to be informed and wary consumers of new information. Influencers in the same vein as Rankin can further galvanize young voters and raise levels of political consciousness. They have an obligation to truth and to the same ethical standards of communication.
