As Democrats continue to sort through the wreckage of the November election, one idea that keeps circulating is to mint a “liberal Joe Rogan,” or better yet, create a parallel ecosystem of left-liberal podcasters to rival the network that has emerged on the right.
It’s not that they admire Mr. Rogan — his statements about transgender people and race so horrified liberals that many went ballistic when Senator Bernie Sanders accepted his surprise endorsement early in the 2020 presidential race. In 2024 Kamala Harris kept her distance, and Mr. Rogan gave his endorsement to Donald Trump. It’s Mr. Rogan’s influence that Democrats covet, an influence that has only increased in recent years with the popularity of a new crowd of male podcasters whom he has supported and who are now starting to rival his popularity. Amid a widespread — and widely mocked — effort by Democrats to reach young men, several elite liberal groups have sprung into action to counter the Rogan effect. One for-profit startup called AND Media (which stands for Achieve Narrative Dominance) hopes to raise $70 million to fund online influencers. Another similar undertaking has connections to the former Google chief executive Eric Schmidt.
These efforts are unlikely to succeed, because they’re based on a fundamental misunderstanding of what these podcasts are and why they are so popular.
Two decades ago, Andrew Breitbart articulated the theory that “politics is downstream from culture.” That’s no longer quite right. Culture now is politics, and these podcasters — or bro-casters — are a perfect example of why.
Like Mr. Rogan, the podcasters Andrew Schulz, Tim Dillon and Theo Von all came up through the comedy circuit. They have no coherent political agenda, no detailed policy analysis, no claim to expertise of any kind. In fact, it’s the opposite. Mr. Schulz and Mr. Von recently shared their amazement at discovering that 27 million Soviets died during World War II — “That’s unbelievable! You don’t ever hear about that,” Mr. Von marveled.
So trying to create an AstroTurfed lefty version of the bro-casters, trying to find equal and opposite spokesmen for the causes that Democrats care about, won’t work, because these guys aren’t spokesmen for anything.
