The Bro-Podcasters’ Backdoor: How Social Media Influencers Are Hijacking Politics

The recent California primary for governor has highlighted a worrying trend in American politics: social media influencers are increasingly swaying public opinion and influencing election outcomes. While some argue that these online personalities amplify existing voices, others see them as a new breed of campaign operatives operating outside traditional disclosure rules.

Shaka Smith, an LA-based influencer with over 700,000 followers, endorsed Tom Steyer for governor on Instagram weeks before the primary. His post was striking not only because he explicitly endorsed Steyer but also because he prefaced it with a disclaimer: “This is an ad, and honestly, I wish more political content said that first.” Smith’s caption made it clear that he had been paid by Steyer’s campaign, sparking heated discussions about transparency in online politics.

California, one of two states to have passed policies requiring content creators to disclose their paid endorsements, has seen the debate reach a fever pitch. Democratic Assemblymember Marc Berman is pushing for legislation that would penalize influencers and political committees if they fail to state whether or not they’ve been compensated – a move that could potentially fine them up to $5,000 per violation.

However, California’s law requiring disclosure, passed in 2023, has proven difficult to enforce. The state’s campaign watchdog can seek a court order compelling an influencer to disclose their paid endorsement, but this process can take months and is not guaranteed to yield compliance.

The Unregulated Wild West of Online Politics

The lack of federal disclosure rules governing online politics is a pressing concern. California Sen. Adam Schiff has introduced legislation aimed at changing this, but it remains stalled. Meanwhile, outside groups are urging the Federal Election Commission to pass its own rule, which would bring much-needed transparency to the world of online campaigning.

This absence of regulation raises questions about the impact on American democracy. When influencers like Smith can sway public opinion with paid endorsements, do we risk creating an environment where politics is bought and sold rather than being a genuine exchange between citizens? Smaller creators who are just trying to make a living may be unfairly burdened by proposed policy changes that could potentially bankrupt them.

A Pattern of Pay-for-Play Politics

Instances of influencers making content intended to change minds or votes without disclosing their paid endorsements have become increasingly common. In 2022, John Fetterman’s Senate campaign paid Nicole “Snooki” Polizzi to record a video teasing his GOP rival for leaving New Jersey before announcing his run in Pennsylvania – a move that was later criticized as an example of pay-for-play politics.

In another case, content creators were paid by an influencer marketing agency with conservative ties to defend Texas Attorney General Ken Paxton after he was impeached for alleged bribery and other accusations of misconduct. The payments weren’t clearly disclosed in either instance – a pattern that suggests online politics is becoming increasingly unregulated.

What’s at Stake

As we move into the midterms and beyond, it’s essential to ask: what does this mean for American democracy? When influencers like Smith can sway public opinion with paid endorsements, do we risk creating an environment where politics is bought and sold rather than being a genuine exchange between citizens?

The stakes are high – not just because of the potential for manipulation or corruption. As Adina Flores, a libertarian content creator in Northern California who votes for both parties, points out: “Some people may take money to post political content without doing a ‘deep dive into the candidate’s platform’.” This risk creates an environment where online politics becomes all about optics rather than substance – and that’s a recipe for disaster.

Ultimately, this debate is about more than just transparency or disclosure rules. It’s about the very fabric of American democracy – one that requires genuine engagement between citizens, not bought-and-sold endorsements from influencers. As we move forward into an era where online politics will only continue to grow in importance, it’s essential that we get this right – for the sake of our democracy and our future.