Influencers v journalists: same same but different this budget lock up
5/8/202618 min
This week, Jan Fran examines the Albanese government’s attempt to sell its federal budget like a brand campaign — inviting influencers to pitch for access to the budget lock-up alongside journalists. It’s also an exploration of the line between “newsfluencers” and journalists, and what that means for political media in Australia.
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Transcript preview
First 90 secondsJan Fran· Host0:01
One time I got a random email about an influencer opportunity. It was from a camping brand. Hmm. I did think it was a bit weird that it ended up in my inbox, to be honest. Not just because I don't do camping, but because I don't do influencing. When I got this email, I had never done a paid collab with anyone. In the email, there were specific deliverables, and the payment was a comp stay at a non-specified destination, plus whatever my rate was. Anyway, I did not inquire any further because I happened across this little tidbit: "Please review the details and apply below if you are interested and available to participate." I'm sorry? I thought, "I have to apply for this?" I was minding my own business, and now I have to create [laughs] a concept and submit an application? I have to do paperwork for the privilege of selling this particular brand to my audience, and after all that, they might say no? I mean, you gotta admire the moxie, right? They are a brand. They are looking to sell curated messages to particular audiences via certain social media influencers so the public can buy what they're selling and they can presumably make money. That's how it works, right? They're not pretending otherwise. And so it is a bit weird that the Albanese government appears