Voting a thousand miles away: Navigating trust and influence in the 2024 U.S. Election

We are one week away from the 2024 U.S. Presidential election and I still haven’t cast my vote.

Describing voting as a “hot button issue” feels like an understatement. It has brought friends and family to tears when discussing their futures. And this feeling isn’t limited to America; living on a small Pacific island makes U.S. politics feel more like a distant TV show than a reality with serious consequences. Yet, the decisions made in this election will have far-reaching consequences that will affect a lot of people.

As a Democrat, my choice is clear yet complicated. No, I won’t be voting for the 34-time convicted felon, sexual predator, demagogue, and open racist. However, in this age of social media, algorithms, and paid news content, it’s difficult to trust what I see. Everything is filtered through a screen, and as a New Zealander, I can’t attend rallies, canvas fellow voters, or witness firsthand the impact a leader can have.

This uncertainty is really concerning. While Kamala Harris enjoys an Electoral College advantage, models show Trump winning in 51 out of 100 simulations. The stakes are high; the outcome could hinge on a few thousand votes in pivotal counties. Tensions are escalating, fueled by fears that Trump may again refuse to acknowledge defeat as he did in 2020.

In such a razor-thin margin, absentee ballots from Americans abroad could be decisive. So why, with my vote so crucial, do I have to deal with such archaic methods as mailing in my ballot?? I’ll make the effort, but I know many fellow expats won’t.

From a public relations standpoint, this election is a case study in how narratives shape perceptions. Kamala is a leading Democrat in her own right: a woman of colour with a likeable personality; but she’s still painted in Democratic circles as the saviour stepping in to shield us from Biden’s elderly ineptitude. As such it feels like we’re being asked to choose between the lesser of two evils.

Sometimes, I wish America’s voting system mirrored New Zealand’s; I might not be crazy about either candidate, but it feels like a vote for anyone other than Trump or Kamala would be a total waste. 

From a media perspective, this election has been fascinating, especially when it comes to podcasts. Back in 2015, when President Barack Obama appeared on Marc Maron’s WTF podcast, it was a big deal—an independent podcaster, with no journalism experience, sitting down with the President of the United States was a rare thing. This election cycle, though, it feels like podcast hosts are getting more face time with candidates than major news outlets. 

Which I guess makes sense, given the plummeting trust in mainstream media. The creator economy has given rise to all kinds of influencers, and these new formats capture the attention of audiences disillusioned with traditional media. Audiences are now prioritising personality over journalistic integrity. Just look at Theo Von’s interview with Trump—it racked up millions of views and gave his campaign a boost, even though Von lacked the capacity to challenge Trump on his most damaging views.

Trump came across as friendly, and even charming, but it wasn’t a real interview. Von and his crew lacked the editorial oversight necessary for any solid critique or fact-checking. But audiences didn’t care because the content aligned with their ideology. The interview received 14.2 million views. More than ever, people see only what they want to see.

As PR professionals, we know that messaging is crucial, and this trend of influencers turned political interviewers is undermining democracy at the worst possible time. We expect our leaders to navigate complex challenges and deliver clear solutions, yet the Jack Tames and Anderson Coopers of the world are being increasingly replaced by the likes of Joe Rogan or Theo Von, who don’t even come close to their level of tact or expertise. The result is a chaotic landscape, that leaves swing voters fumbling in the shadows.

Despite all this—despite feeling completely misinformed, disoriented, and out of my depth —I’m still going to vote. In fact, I’m doing it today. I’ll do my part, even if living thousands of miles away makes it almost impossible to fully believe what I’m seeing and reading.