Translated by Martina Marino
Have you noticed that political leaders are spending less and less time on television talk shows and more time in front of a podcast microphone? This is no coincidence; it is a clear sign of a deep crisis in contemporary political communication. We have entered the era of disintermediation: politicians aim to bypass the filter of journalists to speak directly to citizens, reaching into their daily spaces, informal moments, and headphones.
For decades, television has been the battlefield of politics. Talk shows were the place for often heated debates between leaders and commentators. Today, that model appears increasingly worn out: tight schedules, constant interruptions, and confrontational dynamics that prioritize conflict over in-depth discussion. In this context, podcasts emerge as a legitimate alternative, more intimate and more controllable.
Disintermediation has become a full-fledged political strategy. By reducing the role of traditional media, politicians avoid uncomfortable questions and build a direct relationship with voters, who perceive a sense of authenticity and closeness. However, this dynamic raises questions from a democratic perspective: what happens to media pluralism when politicians also become producers of their own message?
A striking example of this new trend is Giorgia Meloni’s appearance on Pulp Podcast, hosted by Fedez and Davide Marra. The choice of a Prime Minister to participate in such an informal setting is not accidental. The communication strategy here is twofold. On one hand, there is a clear process of humanization: the political leader presents herself as a “normal” person, able to joke, share personal stories, and appear outside rigid institutional frameworks, thus reaching a younger audience often distant from traditional politics.
On the other hand, there is a subtle but significant depersonalization of the institutional role. By stepping away from formal institutional decorum, Giorgia Meloni ceases to be perceived solely as Head of Government and becomes simply Giorgia. Political messages become more intimate and less distant, turning political criticism into personal attacks, creating an empathetic shield with the voter.
Looking across the Atlantic, we see an even more radical version of this strategy. Donald Trump used formats like Joe Rogan’s not so much to soften his image as to mobilize and consolidate his electoral base. Trump can speak for hours uninterrupted, reinforcing his narrative and addressing his core supporters directly, without the risk of uncomfortable questions from traditional media.
Podcasts thus become a tool for identity reinforcement: communication turns into a continuous narrative in which the leader builds and consolidates their political story.
But why are podcasts so powerful? There are at least three main reasons.
The first is time. Unlike television, podcasts do not impose strict limits: conversations can last an hour, two hours, or more. This allows for in-depth discussion impossible in traditional formats and gives politicians the chance to explain, argue, and tell their story.
The second is intimacy. The voice creates a relationship with the listener. The politician no longer appears as a distant figure but as someone who “speaks directly to me.” This perception of closeness strengthens the effectiveness of the message.
The third is control. Today, a politician can become their own publisher, choosing timing, content, interlocutors, and communication methods. This drastically reduces the risk of surprises and allows for strategic management of public image.
However, this evolution carries several risks. The first concerns the spectacularization of politics: the line between information and entertainment becomes increasingly thin. Public support may rely more on charm and storytelling ability than on competence.
A second risk is the weakening of journalism. Journalists are not just intermediaries; they play a crucial role in ensuring the quality of public debate. If politicians communicate directly with the public without mediation, a fundamental democratic function is undermined: oversight, verification, and the adversarial process. Politics thus becomes storytelling: winning elections no longer depends solely on a good program, but on a compelling, coherent story that can emotionally engage voters.
Certainly, the shift from talk shows to podcasts represents much more than a simple change in format. It signals a profound transformation in the relationship between politics, media, and citizens. On one hand, it offers new opportunities for engagement and participation; on the other, it raises crucial questions about the quality of democracy and public debate.
At this point, the question is inevitable: are we still informed citizens, or are we becoming mere spectators of a carefully constructed narrative?
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