Karl Stefanovic has abandoned the traditional newsdesk for the podcast studio, a move that political commentator Ed Coper argues reflects a fundamental shift in the media landscape. In an opinion piece for Guardian Australia, Coper writes that Stefanovic 'saw the road ahead and headed for a world controlled not by editors and advertisers but by algorithms and engagement.'
The Creator Economy Boom
Coper notes that while the business of disseminating information is booming, it is increasingly difficult for quality journalism to thrive. 'Day after day, people are forging lucrative careers just by picking up a microphone and camera and calling it news,' he writes. However, traditional journalists face layoffs, replacement by AI, or even danger in the field. The creator economy, where content is made directly for platforms like Instagram and YouTube, offers an escape from the constraints of traditional newsrooms.
Two Karls, Two Worlds
Coper contrasts the two versions of Stefanovic: 'TV Karl' and 'Podcast Karl.' On the Today show, Stefanovic espoused mainstream opinions within socially acceptable bounds. On his podcast, The Karl Stefanovic Show, he has hosted far-right figures, including a notorious UK extremist, exclaiming 'God I love ya.' This shift, Coper argues, is driven by the need to win the algorithm. 'On social media, you need to be extreme to be heard. The more contrarian, the more visible. The more outrageous, the more interesting,' he writes.
The Rogan Template
Stefanovic is following a well-trodden path. Megyn Kelly, once a Fox News star, now has over 4 million YouTube subscribers on her podcast. Candace Owens, a conspiracy theorist, often attracts larger audiences on YouTube than major cable news networks combined. Joe Rogan, whose 2024 Spotify deal was reportedly worth about $250 million, platforms fringe ideas under the guise of 'just asking questions.' Coper argues that the rise of creator media has been a boon for those who peddle misinformation, as bias and outrage are core features of what wins attention on social media.
What Can Be Done?
Coper calls for urgent restoration of quality information systems. 'Quality news has never been more important but it is struggling to compete in the doomscroll apocalypse,' he writes. He suggests supporting outlets that produce quality journalism and using regulations to make platforms more suitable as public squares. 'Perhaps if they had rewards for consensus, facts and balance, we would be instead discussing Karl, Australia’s latest sage-baiter,' he concludes.
