Government Invites Influencers to Budget Lock-Up

The Australian government is bringing social media influencers into the budget lock-up for the first time, aiming to engage younger audiences but raising concerns about partisanship. This move reflects a shift towards new media communication, though some question the potential impact on trust in political reporting.

Traditionally, the budget lock-up has been exclusive to journalists, allowing them early access to key financial documents under strict confidentiality. Now, with nearly half of Australians consuming news mainly through social media and podcasts, the government is expanding access to digital content creators to broaden its reach.

Influencers with strong political perspectives are among those invited, including content creators involved in progressive advocacy. Some of these influencers actively promote partisan messages online, criticising opposition policies and supporting independent and left-leaning candidates. Their involvement raises questions about balance in political communication.

Other political parties have also been increasing their engagement with social media figures. Government leaders and opposition figures have both featured in interviews with online personalities, following a trend seen internationally, particularly in the US. This shift suggests a growing influence of digital media in shaping public political discourse.

While this approach aims to connect with younger demographics, some experts warn that relying on partisan influencers could blur the lines between news and advocacy, potentially affecting public trust in institutions. As social media plays a bigger role in political communication, the consequences of this strategy remain uncertain.

Source: The Australian, Australian Financial Review