Callum Craig
Donald Trump’s surprise return to the presidency has unfolded within a media landscape largely unchanged since his defeat four years prior. Liberal-leaning outlets have maintained and, in some cases, escalated their focus on fact-checking and combating disinformation primarily from Trump’s campaign. A particularly controversial example was Trump’s false claim that Haitian refugees in Springfield, Ohio, were “eating the dogs, the cats.” This entirely false claim originated in right-wing social media circles on Facebook and X, was amplified by figures like Elon Musk, and quickly endorsed by Trump’s running mate J.D. Vance and other Republicans.¹ Fact-checkers were swift to debunk the claim, with live fact-checking during the ABC presidential debate leaving Trump rattled.² Despite lingering questions over the efficacy of fact-checking, this is largely in keeping with trends prior to the 2020 election and as is the ongoing partisan backlash to fact-checkers within conservative media and political spheres.³
While media dynamics have remained relatively stable since 2020—with the notable exception of Twitter’s transformation into X under Elon Musk—a significant shift has occurred among audiences. Record-low levels of trust in traditional media have led many voters to rely on social media and online influencers for news.⁴ A recent study found that 1 in 5 Americans, and 37% of those under 30, consume news through influencers, a space in which the right has significantly more influence.⁵ This coincides with signs of significant disengagement from liberal audiences, evidenced by declining ratings for major outlets like CNN and MSNBC in the aftermath of Trump’s victory.⁶ If this pattern continues, it would mark a stark contrast to the first highly profitable Trump administration, during which “Trump TV” sparked record highs in viewer engagement. This leaves liberal media with a difficult and unclear path forward in the face of an incoming, highly hostile administration.
Complicating matters for researchers is the rapid decline of transparency in social media data access despite its rising importance for informing citizens. Meta and X have curtailed their academic data-sharing programs, motivated by the dual pressures of avoiding damaging public scrutiny and better monetizing user data during the Generative Artificial Intelligence boom. This has drawn criticism from scholars and attention from EU regulators.⁷
Understanding the transforming audiences will require researchers to follow them to their new destinations despite the hurdles. Media producers will also need to understand this changing audience as they chart their course forward.
- The Guardian, Trump repeats lies about Haitian immigrants, Link.
- CNN, ABC moderators fact-check Trump, Link.
- Fox News, Why Trump is battling media hostility, Link.
- Gallup, Americans’ trust in media remains at trend low, Link.
- Pew Research, America’s News Influencers, Link.
- Newsweek, CNN election night TV ratings blow, Link; SAN News, Ratings down after election, Link.
- European Commission, Press release on transparency issues, Link, European Commission, Second press release on data transparency, Link.