Election 2019 may well prove a watershed event in more ways than one. This will likely be the first time in the country’s electoral history that more voters are following the campaign online than via conventional media – television, newspapers and radio.
In other words, the ability of media behemoths like News Corp, Nine, the ABC and Seven to dominate an election narrative is less than it was. This sway over the political agenda is far from extinguished, of course. It is simply that traditional media, including their social media arms, are operating in a more competitive marketplace.
Perhaps the most significant number to emerge in the opening stages of this campaign are the up to 1 million additions to the electoral rolls since the 2016 poll. A significant proportion of these new arrivals will be younger, technology-savvy, social-media-using voters.
Accessing these millennials is not least of challenges facing the major parties.
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