Amid the sea of conservative talk radio, I’ve been working as a progressive in independent media for nearly two decades hosting a popular political talk program, “The David Pakman Show.” During this time, I’ve observed a shifting media landscape that has left many politically progressive content creators — and our audiences — frustrated, confused and sometimes defeated and despondent. But I’ve also witnessed firsthand that there is a path forward, even in this age of mass misinformation, echo chambers and reactionary politics.
As misinformation and media illiteracy have plagued the already fractured American political system, much of the left would like to think this phenomenon is confined to right-wing bubbles. But progressives must grapple with the new reality: The right’s echo machine has been thriving among all online audiences and is spreading. In a study of popular online shows active in 2024, the results showed that nine of the 10 most popular shows were right-leaning, accounting for at least 197 million total followers and subscribers. Of these right-leaning shows, only four are categorized as “News and Politics” on Apple Podcasts. Additionally, 72% of 111 supposedly nonpolitical shows were found to have an ideological bent to the right.
There is a path forward, even in this age of mass misinformation, echo chambers and reactionary politics.
According to Pew Research survey from August 2024, ahead of the election, about 1 in 5 Americans said they regularly get their news from social media. President Donald Trump and his allies effectively leveraged nontraditional platforms — podcasts, TikTok and influencer-driven content — to reach an audience feeling economically insecure and culturally alienated. This was especially prevalent among young male voters ages 18-29 who gravitated toward figures that emerged through gaming, fitness, financial advice and lifestyle platforms that seamlessly wove together political messages into content young men already enjoy, often offering an entry point to conservative ideology. Progressive voices, by contrast, too often relied on late-stage symbolic gestures or vague messaging that failed to resonate. In the recent election, even the too little came too late, with efforts to create a left-of-center media ecosystem equivalent to that of the right starting far too late to make an impact.
While progressive media doesn’t need to mimic right-wing tactics directly, as the most recent podcast conversation between California Gov. Gavin Newsom and right-wing activist Charlie Kirk would suggest — indeed, that would be a mistake — we can’t ignore the ecosystem entirely. What we must do is understand, engage and address why these online and independent platforms are so effective.
One of the key lessons I’ve learned is simple, yet critical: Progressive media succeeds most powerfully and meaningfully when it clearly connects politics to people’s real lives.
This is not about celebrity endorsements chasing viral moments — tactics that corporate media increasingly leans into but often end up ringing hollow. Instead, it means clearly articulating how issues like health care, climate change and economic policy tangibly affect the day-to-day lives of our respective audiences.
A driving reason audiences are drawn to independent media is authenticity — or at least the perception of it.
Right-wing media figures often project a relatable image, speaking directly to their audiences. They’re unafraid to go off script and debate anyone who shows up to the fight. Regardless of if you agree with their messaging, their methods are instructive.
The Trump campaign effectively created an environment of casual hanging out and parasocial relationships, where Trump and JD Vance themselves would appear in long-form unstructured conversations on a variety of programs, including Joe Rogan’s podcast, the Nelk Boys’ channel and Lex Fridman’s podcast.
Progressive media succeeds most powerfully and meaningfully when it clearly connects politics to people’s real lives.
The contrasting approach from Democratic candidates — with the exception of a select few like Sen. Bernie Sanders, I-Vt. — left much to be desired. Whereas Trump appeared on less overtly political shows with more of a lifestyle and pop culture bent, Democrats’ were less frequent guests in these arenas and almost always had a feeling of stiffness and micromanagement.
For progressive media, authenticity means acknowledging people’s genuine concerns about the economy, health care, misinformation and education, and providing real answers while grappling with disagreements, mistakes or unintentional policy outcomes, as opposed to spewing patronizing talking points.
My audience has gravitated toward nuanced analyses of how policy decisions — from health care to tax cuts — directly impact their finances, health or personal freedoms. When the corporate media landscape increasingly feels overwhelming, overly sensational, or gives a feeling of talking at rather than to audiences, authenticity breaks down and audiences disengage or find new sources of news.
There was a short video that went viral just prior to the election where I explained to a young Trump-supporting podcast host that, despite his confidence that China was cutting checks to the United States for tariffs placed on its products, it was actually American companies that paid the tariffs. This video ultimately accrued more than 20 million views, in part due to its simplicity, salience and authentic dialogue. Those 60 seconds from a 90-minute conversation corrected just one piece of misinformation, and did so in a way that connected directly to anyone who buys or produces goods — essentially everyone in our economy — and made them realize that Americans pay the tariffs, not China.
If we truly want progressive ideas to break through, I believe we must focus less on competing through spectacle and more on respecting and addressing the very real concerns that brought our audiences to seek us out in the first place.
In fact, despite the overwhelming noise of the mainstream media, independent progressive media has shown robust growth precisely because it offers what many mainstream outlets often don’t: substance, respect for intelligence, and a genuine dialogue. Platforms like mine that attract moderate, left and right-leaning voters demonstrate daily that audiences aren’t merely looking for confirmation of their existing beliefs; they’re hungry for clarity and honesty.
Politics isn’t consumed in isolation — it’s absorbed within the broader fabric of culture. Rather than ignoring this, progressive voices can thoughtfully engage these areas without co-opting them cynically. Viewers and listeners aren’t looking for a left-wing version of right-wing media tactics; they’re looking for content that treats them as thoughtful individuals. By offering relatable, well-reasoned perspectives that resonate on a human level, progressives can effectively reach audiences that are currently underserved or misled.
Despite widespread cynicism about the media and politics, I’m optimistic. We don’t have to accept misinformation as inevitable. Part of the solution lies in fostering critical thinking and media literacy — but another essential part is delivering media that’s meaningful, practical and directly connected to people’s daily lives. The path to a more informed, less polarized America lies in precisely this kind of engagement.