Influencers in Australian Politics
When UFC President Dana White joined Donald Trump on stage during a victory speech, he praised well-known male figures like Nerk Boys, Theo Von, Adin Ross, and the “strong and powerful” Joe Rogan for their role in the Republican win.
Fast forward six months, and Anthony Albanese steered the Labour party to a massive win in Australia, taking down both the Union and Greens leaders along the way.
Albanese was keen on enlisting content creators. However, there was a key distinction—his influencers were predominantly women and mostly progressive.
Interestingly, for the first time, Millennials and Generation Z made up 47% of voters in the federal election, emerging as the largest voting bloc.
Experts note that this surge of support for Labour contrasts with trends in regions like parts of the West, Asia, and Africa, where young male voters are increasingly leaning right. The role of content creators seems to be significant in this shift.
A young co-host of Cheek Media Co and the Big Small Talk podcast, Hannah Ferguson, describes the Australian election as a “battle of influence,” particularly as the Murdoch media pushed for a coalition victory. She felt enclosed in a bubble where she had to validate her audience’s beliefs about being change makers.
Ferguson notes that people often ask her if all Australian influencers are progressive. She mentions that aside from Fox News, mainstream U.S. media is often seen as left-leaning, allowing influencers to challenge the “establishment.”
Though there remains a response to the “establishment,” Ferguson points out that it’s “heavily dominated by Murdoch.” She suggests that commentators who emerged during this election challenge the far-right media landscape in Australia.
In her perspective, Trump’s influence was more of a liability for the Union, further complicated by the belief that men vote on economic grounds while women base their votes on social issues—something that she says has been entrenched by U.S. politics.
In Australia, people of all genders expressed skepticism toward the establishment’s rhetoric and its divisive policies. While issues of division and hatred persist, this election demonstrated a clear rejection of cultural warfare.
Professor Philippa Collin at Western Sydney University emphasizes the crucial role social media plays, especially for younger voters. She highlights the rise of electoral content aimed at younger demographics, driven by progressive creators.
Yet, Collin warns against viewing all young males as entirely leftist, citing influential conservative figures like Avi Yemini and comedian Isaac Butterfield as examples of a more nuanced landscape.
She adds that less aggressive and more subtle content can resonate better with Australian audiences, suggesting a perceived shortage of suitable representation in media directed toward young people.
Bucking Global Trends
An analysis indicates that young Australian men, while generally less progressive than women, have not shifted as far to the right as their counterparts in other countries, such as the U.S. and U.K. Chowdhury remarks that these results might contradict assumptions regarding Australian youth’s political leanings.
Data hints that younger individuals tend to sway left, especially among first-time voters who are unlikely to swing toward conservative parties like the coalition. Chowdhury indicates that the trend in younger voters defies broader global patterns, where young men are increasingly drawn to right-wing ideologies.
This divergence was stark during the 2024 U.S. elections, where young men largely favored Trump, while women supported Kamala Harris more widely. A similar pattern unfolded in the U.K. and Germany, emphasizing the growing rightward shift among young males in various contexts.
However, younger Australians seem to have been distanced from Trump’s leadership style; a recent study found that only 23% of voters aged 18 to 44 believed that Australia would benefit from leaders resembling Trump, with 58% firmly disagreeing.
Concerns about social cohesion and the rise of the far-right were commonly noted by young voters who reached out during the campaign, underscoring a perception of Trump’s leadership as damaging.
Generational Differences
It’s important to acknowledge that gender differences do persist. Chowdhury’s analysis reveals that young Australian women are leaning left faster than their male counterparts, with 34% of Gen Z men voting for the Union in 2022, compared to 19.8% of women.
Polls from the past year indicate significant generational gaps in voting preferences, especially among the youngest voter groups, who largely opted for Labour.
Chowdhury notes that Australians often prioritize important issues when voting, highlighting younger generations’ frustrations with housing markets, safety nets, and job instability.
Conrad Benjamin, creator of Punter Politics, connects with a millennial male audience addressing similar economic issues but emphasizes a focus on advocating for structural accountability rather than targeting vulnerable groups.
He questions whether Australia can adequately interpret election results, suggesting charisma could sway voters. Benjamin also expresses concern that young men feeling marginalized may look to figures like Andrew Tate for guidance amid their economic challenges.
The Compulsory Voting Effect
Jill Shepherd from ANU points out that the “manosphere” does not wield the same electoral influence in Australia as in the U.S. due to mandatory voting. She believes that for every young man drawn in by reactionary figures, there are many more traditional voters leaning left.
Shepherd argues that while there are undoubtedly some young men radicalized online, mandatory voting mitigates the potential impact of these views, emphasizing that young conservative men shouldn’t be viewed as a significant problem.
In her view, current political parties are neither addressing this demographic nor motivated to do so, and the implications of compulsory voting are clear in shaping voter behavior.
