Over the last decade, it has become clear that there is an imbalance in the information and media war between the Democratic and Republican Parties. Right-wing media has dominated American political discourse, spreading misinformation, disinformation, and engaging a new generation of followers. While the left has increasingly utilized social media to energize the youth, it lacks a media infrastructure that matches that of American conservatives, limiting the effectiveness of our communication strategies.. The American left must create a progressive media ecosystem to fight for a place in political narratives and truth.

Conservative media giants reach millions of people each day through cable television. Perhaps the most quintessential example of one of these outlets, Fox News, has dominated its competition for decades—outperforming other major networks like ABC, NBC, and CNN, making it the highest-rated network across all of television with 2.5 million viewers during primetime hours in July 2025. Fox’s role as not only a news outlet but as a cultural force on the American right regularly delivers extreme partisan commentary that echoes conservative messaging, rather than giving viewers legitimate news. 

National news is not the only media area where conservative narratives are being pushed, with other large right-leaning media groups dominating local news. Local channels, even those affiliated with other broadcasting companies, including ABC, CBS, or CW, are often controlled by Sinclair Broadcast Group. It is one of the largest broadcasting companies in the United States and is known for its clear conservative bias. Sinclair owns and operates 185 local channels in 35 states and Washington, DC.¹ Local news anchors at these channels are required to read identical “must-run” segments where they often criticize other media outlets for “fake news” and discuss conservative talking points.² Sinclair Broadcast Group has also been specifically praised by Donald Trump. During his first term, when he continually slammed other media outlets for running stories he disliked, he defended the group several times.³ This is particularly alarming because although many Americans are losing trust in national news outlets, nearly 3 in 4 Americans have some level of trust in their local news channels.⁴ With a perspective that local news may be more honest or relevant to their daily lives, many viewers may not realize that these channels also have a partisan tilt that may be more difficult for them to see at first glance. 

Moreover, right-wing media personalities have taken advantage of the increasing popularity of political podcasts, talk shows, and social media content over the last decade. In a survey done by Pew Research Center, 21% of American adults regularly get their news from influencers, with some popular mentions being Ben Shapiro, Joe Rogan, and Tucker Carlson.⁵ While liberal influencers exist and could hypothetically push out a similar type of content, conservative influencers have mastered making emotionally charged, grievance-based, and sensationalist content. This style is more favorable for social media algorithms, which learns what viewers engage with and recommend similar content. In these echo chambers, false information often goes unchecked. This dynamic is particularly evident in online communities frequented by young men, making them a key demographic for right-wing narratives. By utilizing identity-focused narratives to make young men believe that they are being marginalized in a new “woke” social order. This makes conservative commentary not only a political issue but also a cultural and social one, which allows the right to draw audiences based on ideas that the left is radical or dangerous. Ultimately, these appeals land more persuasively than current progressive media approaches. 

Conservative influencers continually see high engagement with their content as media algorithms learn what content viewers engage with and recommend more of that content. Additionally, right-wing influencers have allowed propaganda and disinformation to spread faster than fact-checking allows, making platforms like Instagram, Facebook, TikTok, X, and YouTube particularly dangerous. This is especially concerning because some of the most used social media platforms have entirely removed their fact-checking programs. Upon Elon Musk's acquisition of X (previously known as Twitter), the app’s fact-checking feature was replaced with “community notes” to let users comment on misleading information.⁶ Soon after, Instagram and Facebook, both owned by Mark Zuckerberg’s technology company Meta, followed suit in January 2025 as Zuckerberg cited the 2024 elections as a “cultural tipping point towards prioritizing speech.”⁷ This places an unnecessary burden on social media users to not only consume true information but also to correct false information. Additionally, in an era where artificial intelligence is being used to create misleading information, such as videos and images, it is more important than ever to have safeguards in place.

Members of right-wing media have leveraged misinformation and disinformation to create long-running narratives until they become ingrained in their audiences’ worldview. This has been very visible during election seasons. For example, popular conservative media influencers and officials pushed false allegations of widespread voter fraud in the 2020 election, which have been disproven by bipartisan groups of election officials numerous times. However, by repeatedly promoting this information online, conservatives have caused many Americans to distrust the U.S. election system and the country’s democratic institutions more broadly. A vivid example of the effects of this behavior includes the January 6th attack on the Capitol building, as this rhetoric laid the groundwork for this event. Even after Donald Trump’s 2024 electoral victory, conservatives used his win to reinforce the idea that the results of the 2020 presidential election were rigged.⁸ Right-wing media also vilifies vulnerable groups by portraying minorities as violent, immigrants as criminals, members of the LGBTQ+ community as predatory, and so on. This tactic is intentionally used to direct public anger towards marginalized groups to justify policy that is not only harmful but also regressive, reversing decades of progressive policy and social understanding. Furthermore, conservatives in recent years have relied on portraying liberals as morally corrupt. False stories and doctored images of political opponents have circulated on social media, even coming from elected officials. From deepfake videos of Kamala Harris to AI videos of Barack Obama being arrested, fake content has exploded on the internet. This uniquely turns the process of governance and politics into a personal game in which the perpetrators face no consequence. The result of these issues is an uneven information war where conservative narratives and falsehoods spread faster than truthful reporting on progressive policies that benefit the American people.

While the left does not have a media ecosystem that matches that of the right, it would be incorrect to say it has no media presence at all. Democrats utilized social media more extensively than ever before during the 2020 and 2024 presidential elections. With the help of often younger campaign teams, they made use of platforms such as Instagram and TikTok, and have even partnered with big-time influencers. Through these key communications strategies, the left was able to make successful appeals to young voters. Even since Kamala Harris’ 2024 loss to Donald Trump, the official social media accounts of the Democratic Party have remained active. Much of the Party’s media content has been used to fact-check and call out their Republican colleagues’ disinformation and harmful policies, while also creating “meme” content on conservative officials to gain the attention of Gen Z.  These tactics display that the left is not absent from the media battle. However, current efforts are not sufficient and leave major gaps in media presence that may cause them to lose influence.  The content is primarily geared towards highly engaged and left-leaning young voters. This strategy risks neglecting a large portion of the electorate, as this content does not resonate for those who are not politically engaged or ideologically moderate, or right-leaning.

To have a feasible path forward, the American left must create a progressive media ecosystem that not only matches but surpasses that of the right. Fact-checking and making audiences aware that much of Republican led legislation is harming Americans is important, but that is not the only media content that the left must be making. In a time of extreme polarization where many Americans feel that both parties are simply pointing fingers at each other, it is critical that the left not only use media to reprimand the right but also connect with Americans. This media content must shift from being reactive to being proactive, with a focus on communicating plans to constituents and voters. For unengaged or misinformed voters, it may be easy to fall into the simplicity of right-wing media talking points. Therefore, there must be a balance of countering lies with improved social media, such as engaging explainer videos, which allow viewers to better understand progressive policy. Americans are craving authentic answers on how progressive agendas can benefit their lives, and fact-checks and memes are not giving clear responses on this issue. The left can continue to collaborate with social media influencers to do so, matching the right’s domination of podcast and news influencers, which more individuals are turning to. This could be done by diversifying content formats to include more podcasts and talk shows, which connect to Americans more casually. Investing in creators who can use their platforms to showcase progressive policy outside of the context of traditional news can build a unique and informed audience.

The left must also fill the messaging gap left due to decreased viewership and trust in national legacy news outlets. While the right often claims that many of these outlets have liberal bias, the left should be wary of over-relying on them. As previously mentioned, viewership of many center-to-left outlets has decreased compared to Fox News. Data also shows that post-election news fatigue has had devastating impacts, as  70% of  Democrats stated that they are “stepping away from political news.”⁹ In this current moment, new solutions must be developed because it is more important than ever for the American left to be informed. Utilizing current cable news is not enough. Similarly to the right, the left should invest in local messaging hubs to display progressive storytelling about local issues. Pro-democracy news networks committed to facts and values, like the Courier Newsroom, present a great opportunity for this. Although it is a digital media platform, it currently has 11 state newsrooms. An expansion on this type of reporting outside of the digital world would be crucial in allowing Americans to understand complex issues that impact them not only on a national level but also on a local level. Further investment is needed to rebuild trust by building on community-centered reporters. Community-focused journalism and engaging local voices to shape narratives through actual experience can build trust in media through proximity and reinforce civic connection. This would ultimately aid in addressing issues that directly impact constituents rather than abstract issues that feel distant from immediate concerns. 

Finally, prioritizing media literacy campaigns can equip Americans with the tools needed to navigate today’s complex media and information landscape. Misinformation and disinformation spread easily when audiences are unaware of how to critically evaluate the information they encounter. These campaigns should not just be tailored to young audiences who come in contact with digital media, but also to older audiences who may rely on traditional news sources. 

These programs could be implemented in various ways to make an impact with a variety of constituent demographics. Local partnerships with grassroots organizations could allow community members to come together to learn about evaluating information from credible versus non-credible sources. This would likely attract older media consumers and ensure a broader reach to underserved groups. Additionally, educational partnerships with schools and colleges would also support younger individuals in understanding media consumption in an age-appropriate manner. This would be ideal for teaching young people critical skills early on. Media literacy campaigns would allow for additional insight into how everyday people use media, evaluate it, and where exactly they may be getting false information from. The goal of this particular strategy is not to be overtly partisan but to empower consumers of media to adopt a healthy level of skepticism that allows them to recognize the manipulative tactics some use to mislead audiences and keep them trapped inside echo chambers of false information.

The right has spent years building a media machine that has shaped how Americans view U.S. political discourse and institutions. From cable news to influencers and social media, conservatives have mastered how to shape public perception and created an alternate political reality for many. To become a part of this battle for truth and democracy, the left’s media strategy should be a year-round coordination effort that does not simply end after election season or rely on methods that have worked in the past. It must build a media ecosystem that meets Americans where they are and create space for truthful discourse. Stories are already being written, and it is time that the left join in shaping the narrative.

Works Cited:

1.  “TV Stations at Sinclair Broadcast Group.” Sinclair, Inc, sbgi.net/tv-stations/. Accessed 31 July 2025.

2.  Fortin, Jacey, and Jonah Engel Bromwich. “Sinclair Made Dozens of Local News Anchors Recite the Same Script.” The New York Times, 2 Apr. 2018, www.nytimes.com/2018/04/02/business/media/sinclair-news-anchors-script.html. Accessed 31 July 2025.

3.  News, PBS. “Trump Defends Sinclair Again, Blasts News Media as “Fakers.”” PBS News, 3 Apr. 2018, www.pbs.org/newshour/politics/trump-defends-sinclair-again-blasts-news-media-as-fakers. Accessed 31 July 2025.

4.  Hoewe, Jennifer. “Americans Still Have Faith in Local News — but Few Are Willing to Pay for It.” Nieman Lab, 12 June 2025, www.niemanlab.org/2025/06/americans-still-have-faith-in-local-news-but-few-are-willing-to-pay-for-it/. Accessed 31 July 2025.

5.  Tomasik, Emily, et al. “No Consensus on Who Comes to Mind When Americans Are Asked to Name a News Influencer.” Pew Research Center, 19 Feb. 2025, www.pewresearch.org/short-reads/2025/02/19/no-consensus-on-who-comes-to-mind-when-americans-are-asked-to-name-a-news-influencer/. Accessed 31 July 2025.

6.  Thorbecke, Catherine. “X Has Ditched a Political Misinformation Reporting Feature, Researchers Say.” CNN, 27 Sept. 2023, www.cnn.com/2023/09/27/tech/x-twitter-misinformation-reporting-feature-scrapped. Accessed 31 July 2025.

7.  News, PBS. “Meta Says It Will Follow X, Replace Fact-Checking with Community Notes.” PBS News, 7 Jan. 2025, www.pbs.org/newshour/nation/meta-says-it-will-follow-x-replace-fact-checking-with-community-notes. Accessed 31 July 2025.

8.  “Fact Check: Trump’s 2024 Win Doesn’t Prove Claims That the 2020 Election Was Stolen.” PBS News, 7 Nov. 2024,www.pbs.org/newshour/politics/fact-check-trumps-2024-win-doesnt-prove-claims-that-the-2020-election-was-stolen. Accessed 11 Aug. 2025.

9.  News, PBS. “Americans Are Exhausted by Political News, AP-NORC Poll Reports. TV Ratings Show They’re Tuning Out.” PBS News, 26 Dec. 2024, www.pbs.org/newshour/politics/americans-are-exhausted-by-political-news-ap-norc-poll-reports-tv-ratings-show-theyre-tuning-out. Accessed 31 July 2025.