Setting the stage for election 2025: early media narratives & social media’s growing influence
As the campaign began, election coverage was dominated by cost-of-living pressures, leadership scrutiny, and policy promises, with both major parties positioning themselves as the answer to Australians’ economic concerns. Labor’s pledge to crack down on supermarket price gouging and the Coalition’s push for fuel excise cuts framed a debate over immediate financial relief versus long-term economic stability.
Meanwhile, discussion on social media took time to catch up with the news cycle, and reflected both frustration and polarisation, with content on tax policy, government spending, and leadership trustworthiness fuelling engagement. The campaign’s tone was further shaped by high-profile moments, including Senator Jacqui Lambie’s emotional exchange over public service cuts and Peter Dutton’s push to capitalise on voter discontent, reinforcing the election’s framing as a referendum on economic management.
Financial stability, such as supermarket pricing, fuel costs, and tax changes. Leadership trust and credibility are also key drivers of attention, with moments of high emotion or political confrontation.
On the heels of the federal budget announcement on March 24, which forecasts a decade of deficits, news coverage highlighted the Albanese government’s focus on energy bill relief and Medicare spending to appeal to voters. Treasurer Jim Chalmers linked the budget to rising global uncertainties, including the impact of US President Trump’s trade agenda.
Coverage framed the campaign as a contest over economic management, with viral headlines emphasising Labor’s energy bill relief and the Dutton’s fuel excise cuts. A widely shared ABC analysis dissected the competing tax plans, while a Reddit thread debating the impact of Dutton’s fuel excise proposal gained thousands of comments. Meanwhile, opposition leader Peter Dutton’s response positioned the Liberal Party as prioritising immediate cost-of-living relief, sparking mixed reactions online. Both major parties are also expected to prioritise domestic gas supplies, with the Liberals proposing a gas reservation scheme, a move likely to be mirrored by Labor—an issue that has driven heated debate on social platforms.
As cost-of-living issues dominate, media outlets underscore the increasingly fragmented political landscape, with minor parties gaining traction and complicating the path to a majority government.
Social media discussions on the 2025 Australian federal election are increasingly centred on energy and housing policies, particularly Peter Dutton’s plans. Housing affordability has emerged as a key concern, fueled by moments like Prime Minister Albanese being heckled over handling of the housing crisis. A far-right vlogger interrupted Albanese’s press conference in Brisbane, linking the housing issue to immigration—a narrative gaining traction online. On platforms like Reddit and Instagram, users question the credibility of Dutton’s energy price cut proposals, with his refusal to release modelling drawing criticism. Protests, like the one at Brisbane’s XXXX Brewery on March 29, further fuel debate over his stance on gas and nuclear energy. A popular quote from Jason Clare, shared by The Project TV, added fuel to the fire: “This is a distraction from his nuclear reactor policy which is about as popular now as a fart in an elevator.”
This combination of frustration, disbelief, and growing scrutiny highlights the importance of accessible, relatable political messaging, especially as voters increasingly turn to online platforms to engage with election issues.
Attention was heavily focused on Peter Dutton’s criticisms of Prime Minister Albanese, with his claims that Australia is “going backwards” and promises of “relief now” drawing backlash. Critics have pointed out Dutton’s apparent alignment with US President Donald Trump’s rhetoric and policies, leading to comparisons between the two leaders. On March 27, a widespread reaction emerged questioning why Albanese would invite Trump to Australia, suggesting it was a politically risky move. Meanwhile, the debate surrounding the federal budget heated up, with Albanese’s government unveiling new tax cuts for workers ahead of the election, only for the Shadow Treasurer to declare that they would repeal these cuts if the Liberals won.
Coming out of the Federal Budget, social media audiences shared mixed reactions, with many pushing for more progressive measures like taxing the fossil fuel industry to fund universal basic services and addressing wealth inequality with The Guardian’s explainer video drawing attention to the line “lots of little treats” promised for Australians. As the election approaches, a recurring theme in the commentary is the desire for systemic change.
Leading social media posts from March 24–30, 2025, highlight public frustration with key election issues: cost of living, Trump’s influence, tax cuts, and gas and energy policy.
A viral Reddit post warning of how a Liberal victory could cost around 40,000 public service jobs, sparked debate on outsourcing and economic fallout. Concerns over Trump-style politics intensified after journalist Quentin Dempster warned of ABC defunding under Dutton. Jim Chalmers’ 7.30 interview gained traction for exposing inconsistencies in Dutton’s tax stance. Meanwhile, a protest at Brisbane’s XXXX Brewery against Dutton’s gas and nuclear policies ignited further debate over energy costs.
These discussions reflect mounting scepticism over political promises on affordability, fairness, and sustainability.
Media coverage has framed the election as a contest over economic management, focusing on tax cuts, Medicare, and cost-of-living relief. Meanwhile, social media tells a more polarised story, with viral posts amplifying concerns about public service cuts, leadership trust, and Trump-style politics. While traditional outlets highlight policy promises, online conversations centre on credibility and systemic change. As the campaign unfolds, will media narratives align with voter priorities, or will audience-driven discourse take the lead?
As the election campaign progresses, the question remains: Will political leaders adjust their approach to reflect public sentiment, or will the disconnect between media coverage and voter priorities continue to shape the debate?
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
In a world where social media amplifies every move, both parties face intense scrutiny. From policy pledges to personal attacks, how these leaders communicate shapes how Australians perceive them. But how is media coverage, and in turn, social reaction, driving the conversation with voters? Dive into the data that shows how social conversations reveal a stark disconnect between the political narratives and voters’ concerns.
Social and news discussions have converged since the election was called on March 28th, with both major parties ramping up their campaign strategies. However, Isentia’s tracking since January shows that media coverage and social discussion have been substantially focused on the Labor Party, where media and social volumes have been consistently elevated.
The past two weeks have also seen sharply contrasting approaches to communications between the two parties. Prime Minister Anthony Albanese pledged $150 million for the Flinders University healthcare hub on March 31, with the Coalition quickly matching the offer. While some praised the investment, others questioned the Liberals’ motives—reflecting a growing desire among voters for original policy ideas, as both parties compete for support on healthcare.
In the following days, social media discussions centred on two main issues for the Liberal Party: the controversy over a volunteer removing opposition posters, which sparked accusations of unfair tactics, and a candidate’s comments against women in combat roles, which drew further criticism against the party.
Social chatter then shifted to the AEC’s dismissal of complaints about Abbie Chatfield's interviews with Anthony Albanese and Greens leader Adam Bandt, finding no evidence of political bias. Despite significant announcements leading into the weekend, social discussion focused on the ABC's coverage of Peter Dutton inadvertently injuring a camera operator, in comparison to covering Anthony Albanese’s fall off a stage. Social media claimed the coverage focused on Dutton’s accident was a double standard in the ABC’s reporting on Labor.
The last fortnight has shown Labor adopting a policy-focused narrative, presenting itself as the party of economic responsibility and social equity. Labor is focused on offering modest tax relief and emphasising long-term reforms to Medicare and the health system. In contrast, the Liberal Party seems to be trying aggressive, headline-grabbing tactics, focusing on cultural issues and personal attacks to generate momentum.
Media and social coverage over the past month show that both Dutton and Albanese have focused their communications on positioning themselves against each other. Albanese frequently criticises Dutton’s policies as “lazy,” calling the former work-from-home policy “borrowed from the Trump administration” and accusing him of stoking division with his “shambolic” ideas.
In contrast, Dutton targets Albanese’s economic management, labelling him “weak and incompetent” for his handling of U.S. tariffs and national debt while criticising Labor’s energy policies and spending. Dutton has accused Labor of running “scare campaigns,” and Albanese seems to counter this by calling Dutton and the Liberals dishonest, even accusing them of trying to “rewrite history.” Peter Dutton's proposal to leverage Australia's defence alliance with the US, akin to NATO-style cooperation in trade negotiations over Trump's tariffs, also sparked controversy. Labor labelled it "reckless”, warning it could jeopardise national security.
While Labor looks to be trying a more measured tone, they’ve still faced backlash from the public, with voters dismissing the government's $5-a-week tax cut as symbolic rather than substantial. Post the Federal Budget, Albanese’s media appearances were also criticised across social channels as lacking empathy and authenticity.
Albanese’s terse response to a journalist's question was widely shared as an example of poor media engagement and the growing perception that Labor may be on the defensive. External narratives such as claims about foreign influence and immigration-based voter strategy complicate the party's messaging, creating doubt over integrity and intent.
When we look at the social posts from the parties over the past week, the Liberals’ top-performing posts feature personal stories, like Dutton’s son becoming a tradesman, highlighting values that resonate with construction and small business audiences. Posts that focus on cost-of-living frustrations under Labor also drive strong engagement.
By contrast, Labor’s content had the greatest engagement when commenting on the party's leadership on global issues. Albanese’s post on the government’s steady response to Trump’s tariffs had high engagement, with many rejecting Trump-style politics and supporting Albanese’s stance. Labor also looks to be gaining traction online after the Liberal Party backtracked on scrapping the public service’s work-from-home policy, with Labor framing themselves as defending flexible work.
As Dutton and Albanese outline their campaign points on social media, audiences are reacting strongly. Dutton’s focus on trade skills and home-ownership, aimed at younger Australians, resonates with some, but is met with widespread frustration and cynicism from others.
Nationals Senator Bridget McKenzie was featured in news coverage and shared on feeds after she hinted on ABC’s 7.30 that there would be federal education department budget cuts under a coalition-led government—again, a policy adopted in the US. Meanwhile, reactions to Shadow Treasurer Angus Taylor’s comments on inflation and wage rises were broadly disparaging, with social media users ridiculing his data and questioning his competence.
Healthcare is a key focus for Labor, especially mental health support and health infrastructure. Social media users, particularly Gen Z and millennials, are demanding free mental health services, yet skepticism about government promises remains widespread.
After examining how the parties are positioning their campaign pledges and analysing how political leaders are framing each other, it’s clear no amount of rhetoric or spin will reduce the levels of skepticism from audiences, especially among young voters.
Data from the Pulsar platform shows that audiences from Australian Instagram and Facebook are reflecting trends seen amongst American voters in 2024. Interestingly, younger people aged 25-44 seem to be leaning more towards right-wing politics in the content across these platforms.
Reaction to top-performing election content online reveals a potentially bleak outlook for the major parties and growing disillusionment. With security, sustainability, energy, and local politics being key concerns for online audiences, will the parties look to address these core concerns in the next three weeks?
Meanwhile, social media reactions to the government's handling of inflation highlight significant frustration, particularly with the RBA's interest rate decisions. Social media commentary accused Albanese of misleading the public by linking government spending to rate hikes. However, many expressed disbelief over claims that government actions were directly tied to inflation, dismissing them as "lies" or “political spin.”
While the Labor and the Liberal campaigns sharpen their communication strategies to sway voters, social media responses suggest a mixed reception. Labor’s policy-driven approach often comes across as cautious, while the Liberals' more combative tactics spark division. Despite their efforts, neither party has fully managed to align their messaging with voter expectations, leaving room for continued debate and shifting sentiments.
How labor and the liberal party are campaigning and communicating differently
In a world where social media amplifies every move, both parties face intense scrutiny. From policy pledges to personal attacks, how these leaders communicate shapes how Australians perceive them. But how is media coverage, and in turn, social reaction, driving the conversation with voters? Dive into the data that shows how social conversations reveal a stark disconnect […]
While renewables like wind and solar are often framed as the future of energy, the renewables market faces many challenges in seeing that journey through, especially regarding Australia’s Paris climate agreements. The path to a clean energy future in Australia is fraught with disruptions and distractions, as media reports, and exploring the factors shaping media coverage of energy alternatives and clean energy reveal a shifting understanding of renewable energy sources.
Peak media coverage of renewables centres on government actions seen as hindering clean energy progress. Stories like keeping Eraring operational, nuclear energy debates, and delays in environmental law reforms highlight a perception of indecision on ecological issues. While traditional media spikes around policy updates, social media discussions are steadily growing, reflecting increasing public engagement with Australia’s renewable energy transition. Analysing these trends reveals how media narratives shape and respond to audience perceptions in this evolving debate.
Renewable energy is widely hailed as a cleaner, cheaper, and more stable alternative to fossil fuels, but media and social discussions paint a more complex picture. Concerns about affordability and feasibility are growing, driven by economic shifts, supply chain issues, and the lingering effects of the 2022 energy crisis, which media attribute to cold snaps and the Russia-Ukraine conflict, all while Australia remains heavily reliant on coal and gas exports.
Topics like grid overload, the need for better battery subsidies, and the failure of taxpayer-funded rebates to support solar businesses dominate conversations. Meanwhile, wind farms face local opposition due to environmental and land use impacts, and debates over nuclear energy disrupt investment in solar and wind, further complicating Australia’s clean energy strategy.
Nuclear energy’s potential introduction into Australia’s future energy mix has further unsettled renewables investors, with media highlighting concerns over its impact on wind and solar investments. For more context listen to our podcast interview with Pablos Holman, General Partner at Deep Future. Wind energy faces criticism for using taxpayer funds to benefit private companies, while hydrogen’s future is uncertain following high-profile project withdrawals by Fortescue and Origin. The media’s portrayal of these issues underscores ongoing public and industry doubts about Australia’s renewable transition and the role of nuclear in the energy debate.
Watch below the shifts in coverage of significant policies and strategies over time to understand why some strategies stay in the headlines while others peter out.
The Labor government’s flagship Future Made in Australia Bill is central to its energy vision and, in November, was passed to support a net-zero transition. The May budget highlighted turning Australia into a renewable energy superpower with dedicated funds for solar, battery, and hydrogen projects. However, the opposition has framed hydrogen and critical minerals tax breaks as "corporate welfare". Over time, it looks like Labor’s Future Made in Australia Bill is at a tug of war for media attention against the opposition’s nuclear strategy. Australia’s energy future, however, is not wholly detached from fossil fuels. Labor's Future Gas Strategy positions gas as a necessary transition fuel while being central to Australia’s energy and export sectors.
Climate activists criticise the Future Gas Strategy for extending Australia's reliance on fossil fuels. Media critics call it another "broken promise" by the Albanese government, highlighting mismanagement that has negatively affected energy supply and costs. Though the "Future Made in Australia" narrative around energy security resonates with many, the government’s conflicting strategies raise questions about long-term benefits and who truly gains from its policies.
Australia's shift to clean energy faces complex debates and conflicting government signals, from promoting renewables to considering nuclear power. Despite loud voices in the media advocating for taxpayers and businesses, deeper media analysis reveals multiple layers and motives behind their arguments.
Insights into media and public perceptions towards Australia’s clean energy future
While renewables like wind and solar are often framed as the future of energy, the renewables market faces many challenges in seeing that journey through, especially regarding Australia’s Paris climate agreements. The path to a clean energy future in Australia is fraught with disruptions and distractions, as media reports, and exploring the factors shaping media […]
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising from $5 million in 2017 to over $100 million in 2024. So how do podcasts fit into the Australian news cycle? As audiences direct attention to independent and international productions, audience targeting, partnerships and media monitoring trends indicate a shift and a need to adapt engagement metrics and messaging strategy.
To highlight the impact of podcasts on audience engagement, we tracked coverage of key news themes in Australian podcasting from January 2020 to November 2024.
Podcasts surged into the mainstream during the pandemic, and they’re now evolving by integrating with platforms like video and audiobooks to meet new audience expectations.
While general podcast news discussion remains steady, discussion on news podcasts indicates listener engagement peaks around high-impact stories, suggesting that the topic and information itself is what truly resonates with audiences. Outlets like The Australian Financial Review and ABC have expanded into the format, yet even major programs like ABC’s Background Briefing face fluctuating engagement compared to discussion about news content being consumed through podcasts. The data suggests there’s a gap being left by main outlets in the podcasting space. While traditional media adapts, independent producers are gaining traction with stories that deeply resonate on identity and community issues, such as the 2021 Christian Porter case and The Briefing’s 2024 episode on pianist Jayson Gillham’s lawsuit against the Melbourne Symphony Orchestra. Understanding audience preferences and monitoring content trends helps communicators craft strategies that leverage podcasting’s unique appeal.
Podcasts offer creators the freedom to pursue stories with fewer constraints of advertisers, investors, or other stakeholders, leading to content deeply shaped by personal passion and a strong connection to the subject. This independence empowers impactful storytelling, as illustrated by The Teacher’s Pet, where Hedley Thomas’s rigorous reporting on the case of Lynette Dawson uncovered new, critical details and underscored the journalistic integrity driving audience engagement in a shared pursuit of truth. Similarly, New Politics, co-created by Eddy Jokovich, leverages its Patreon-funded model to explore perspectives outside mainstream narratives, showcasing the power of independent journalism through podcasting.
Sports and entertainment tend to generate high visibility and engagement, suggesting they benefit from a faster publishing cadence and broad appeal. However issues like global conflicts draw significant attention, especially among communities directly impacted. The Briefing podcast, for example, addressed the October 2024 conflict in Gaza in a recent episode where Lebanese-Australian journalist Liz Deep-Jones offered a personal perspective. This type of coverage shows how podcasts can provide both journalistic depth and emotional resonance, connecting listeners to complex stories in a more relatable way.
Even if a major broadcaster or outlet owns a podcast production, the unique style and tone set by the hosts and production team often place podcasts outside the conventional PR and communications scope. Unlike the carefully curated talking points found in a typical puff piece or advertorial, podcasts allow for candid, in-depth discussions that explore complex topics with a degree of freedom seldom found in traditional news media channels. This authenticity is driven by the podcast format itself, which favours nuanced discussion offering audiences a more transparent and less scripted narrative style.
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Many of the leading news podcasts, like The Quicky by Mamamia, follow a daily release that taps into the rhythm of the 24-hour news cycle, providing timely responses to breaking news. This format appeals to listeners by delivering news in a quick, digestible style, ideal for staying informed on the go and catering to audiences prioritising both convenience and relevance. It’s no surprise, then, that top news highlight podcasts often incorporate ads at multiple points—before, during, and after episodes—capitalising on the high listener engagement these accessible, on-the-go updates create.
Sports and entertainment podcasts tend to attract higher engagement with frequent, easily digestible episodes, often in the preferred 20-30 minute range, which sustain a steady listener base. Personalities like Hamish and Andy, and John Graham exemplify how audience visibility can be driven more by engaging personalities than by traditional news analysis. In contrast, outlets like The Australian Financial Review maintain a more analytical focus with podcasts such as The Fin and Chanticleer, known for their conservative, business-centric tone. Meanwhile, digital-first brands like Mamamia take a more hybrid, accessible approach across varied topics, leveraging podcasting to reach broader audiences and foster engagement with impactful news stories. This range of formats illustrates how different brands tailor their podcast strategies to meet audience preferences, from rapid updates in entertainment to in-depth discussions on current events.
While legacy media outlets leverage their reputations to enhance their podcast presence, credibility alone doesn’t ensure engagement. Instead, PR and communications teams can boost audience connection by aligning content with listeners’ interests and authenticity, helping refine podcasting strategies to capture attention and drive meaningful engagement.
How Australian podcasts fit into the news cycle & ignite cultural moments
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising […]
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world.
Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, accountability, and underrepresented voices. This shift is compounded by the decline of traditional outlets, as highlighted in recent articles discussing the closure of regional papers due to rising costs, Meta's withdrawal of funding, and shrinking government ad budgets. These pressures reinforce the need for meaningful engagement with local journalism, as audiences demand authenticity and transparency in coverage of issues like housing, civil rights, and activism. By examining these independent outlets, we gain insights into how independent journalism continues to shape public discourse and meet the expectations of news consumers today.
Over time, the ANZ media has itself been writing increasingly about local journalism. Some of this laments its decline; elsewhere, it’s cited in national stories as a story source. But over time, we also see some of that attention focusing on publications such as The Westender and Cityside.
The Westender’s content and engagement reveals that local journalism consumption in Brisbane is significantly influenced by timely and relevant political topics, and pressing community issues such as the housing crisis.
Engagement patterns suggest that timely advocacy and local relevance are key draws for the publication, highlighting a community eager for information that resonates with their values and interests.
Over in Sydney, meanwhile, CityHub amplifies underrepresented voices and promotes accountability by covering issues such as military bases ("We Need to Talk About Pine Gap"), NSW’s anti-protest laws, and housing policies. It offers alternative perspectives that challenge mainstream narratives, fostering civic engagement and activism. With audiences engaging on platforms like X and Reddit, local outlets build credibility through community-driven stories and partnerships with organisations like Australians For War Powers Reform.
This pattern suggests that certain topics resonate more deeply with the audience than others. Stories that receive particular attention advocate for diversity and anti-racism, and frequently call out local councils for failing to act on commitments, such as anti-racism strategies. CityHub highlights the views of prominent local figures and groups, like Greens councillor Dylan Griffiths, who pushed for Inner West Council's ceasefire call in Gaza, and the Arab Council for Australia, whose frustration led to the mass resignation of the Multicultural Advisory Committee. This type of reporting offers a platform for communities seeking to impact policy—something often underrepresented in mainstream media coverage unless it’s taking place on national scale.
The active sharing of CityHub content on platforms like X and Reddit highlights community engagement around social issues.
CityHub’s audience is most likely to engage with political themes, followed by culture and crime, often focusing on issues that directly impact their lives, values, and beliefs.
Clearly, CityHub and publications like it are fulfilling a need that has been unfulfilled amongst the community - but what influential figures help disseminate these stories amongst willing audiences?
It’s no surprise that advocacy groups are actively sharing and disseminating calls to action. Content creators, particularly those writing for CityHub, effectively communicate the stories they cover, resulting in increased engagement for the local outlet. The reach and influence of these reporters often surpass that of CityHub itself. Additionally, credible community figures, such as university lecturers, further enhance the publication’s coverage.
CityHub and The Westender illustrate the critical role of independent local journalism in shaping public dialogue and accountability. This active participation reflects a community eager for accountability and willing to challenge local authorities on issues like systemic inequalities and inadequate policies. The preference for independent sources indicates growing scepticism towards mainstream media and a trust in alternative narratives that align with their beliefs.
How a new type of local journalism is engaging ANZ audiences
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world. Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, […]
