As Wednesday dawned across America, the surprising momentum behind Donald Trump’s comeback was hard to ignore. By the time he addressed supporters in West Palm Beach, many were still grasping the magnitude of his win, while others pondered the evolving dynamics that drove his campaign. Flanked by allies, Trump also had his youngest son, Barron, beside him – a figure who played a quiet but significant role in helping his father navigate a new media landscape.
At just 18, Barron has reportedly influenced Trump’s approach to reaching younger, digitally-savvy audiences. His advice drew Trump into podcast culture, a world steeped in irreverent humor, sports debates, gaming, and often brash conversations. This realm, once outside the scope of most political outreach, has a magnetic pull on younger male audiences, especially those aged 18 to 34, a group many Republicans hope to win over.
Susie Wiles, co-chair of Trump’s campaign, was quick to notice the potential. She tapped Alex Bruesewitz, a young Republican strategist, to craft a media plan targeting this “bro culture” demographic, enlisting Barron’s advice on promising personalities to interview. Among the first picks was Adin Ross, a high-energy, sometimes controversial figure whose millions of followers watch his gaming streams and celebrity interviews. Ross, who has had his share of bans from the platform Twitch, took up Trump’s offer to record a podcast at Mar-a-Lago – a session that quickly drew millions of views.
This unconventional strategy marked a departure from Trump’s usual media choices. Instead of typical news outlets, he turned to popular figures in online spaces, holding extended, unfiltered discussions with the likes of Logan Paul, Joe Rogan, and the Nelk Boys. These platforms offered Trump a new way to connect with viewers, often in hour-long conversations that felt far more relaxed and personal than traditional interviews. In these settings, he appeared at ease, even adopting a lighter tone, in line with the informal, sometimes provocative style of these online personalities.
A guiding figure in this move was UFC President Dana White, a long-time friend of Trump and a recognized figure in mixed martial arts. Known for cultivating a similar hyper-masculine audience, White was vocal in his support, sharing stages with Trump and crediting him for early support of the UFC. White’s endorsement resonated with followers of figures like Rogan, who is also a UFC commentator, adding a layer of authenticity that traditional media appearances couldn’t match.
These podcast conversations sometimes took unexpected turns. In one segment, Trump played along with a rapid-fire game, describing various celebrities in a single word, from calling himself a “patriot” to joking about Canadian Prime Minister Justin Trudeau as a rumored son of Fidel Castro. Such moments fit seamlessly into the genre, where humor and irreverence rule, adding to the audience’s appeal.
This tactic also highlights the divergence between Trump’s strategy and the Democrats’ reliance on Hollywood endorsements, a difference that could become significant as younger voters continue shifting politically. The “manosphere,” as some call it, gravitates to personalities known for pushing boundaries – figures who seem more in tune with the lives of young men disillusioned by conventional politics. The Harris campaign, by contrast, leaned on traditional celebrity endorsements, leaving the GOP to seize an opportunity in the podcasting world, where some voters feel a deeper connection to their everyday lives.
The numbers reveal this trend: young men, historically inclined toward Democrats, are showing signs of a rightward shift. While the GOP’s success with this audience is by no means guaranteed, Trump’s move into this alternative media space has set a precedent for how campaigns might tap into younger voters going forward.
