Direct distribution through digital creators is faster, more effective, and more controllable. Journalists are increasingly viewed as an intermediary layer that can be bypassed.

Crucially, Mamdani’s campaign did not present politics through slogans or traditional advertisements, but as culture: through humor, pop references, personal stories, and existing digital formats. Policy was explained in videos that looked like ordinary content rather than campaign messaging.

When political power systematically turns to creators who do not claim a critical role — and are not held to one — the balance of power between government and the public shifts.