Information is constantly at our fingertips, and the media continues to wield immense power. Although the rise of digital platforms, podcasts, and independent voices like Joe Rogan has diversified the landscape, mainstream media remains a cornerstone in shaping public discourse and opinion. Few understand this dynamic, and neither does Damien Costas, a media professional who has dug into the industry for years.
In an era where traditional media outlets are experiencing record-low audience numbers by conventional measures, their role in society remains pivotal. "Even though these 'legacy mediums' like television, radio, and print are seeing declines in viewership, they still hold the reins in setting the agenda," says Costas. "Their reach and credibility give them a unique position of influence that newer platforms often lack."
Costas emphasises that mainstream media's true power lies in its ability to decide what is newsworthy. "Many people think that popular podcasters have more influence over public opinion than mainstream outlets, and in some cases, that's true," he explains. "But what often goes unnoticed is that these podcasters frequently rely on the news agenda set by traditional media. They're providing opinions on stories that have already been put into circulation by these established outlets."
This agenda-setting power........