In his remarkable ascent to the pinnacle of American politics, President-elect Donald J. Trump has consistently demonstrated an ability to adapt to the prevailing media landscape. From his early days as a business mogul, he became a ubiquitous presence in the New York City tabloids, leveraging sensational headlines to build his brand. As the world turned towards reality television, Trump seized the opportunity to become a household name as the charismatic host of NBC’s “The Apprentice.”
Understanding the influence of social media, he embraced Twitter well before it became a staple for politicians, using it as a direct line to the public during his 2016 campaign. His strategic use of countless cable news interviews further amplified his message and ultimately propelled him to electoral victory.
On Tuesday, Mr. Trump achieved a significant milestone by defeating Vice President Kamala Harris, in part by once again recalibrating his approach to mass communication. He eschewed traditional media gatekeepers like “60 Minutes” on CBS, opting instead to engage with online personalities and podcasts that have surged in popularity, particularly among younger male audiences.
The influencers who garnered Mr. Trump’s attention, such as Adin Ross, Theo Von, and the Nelk Boys, might remain relatively unknown to many Americans who primarily consume mainstream news through established networks and prominent figures like Anderson Cooper. However, these digital celebrities played a crucial role in shaping the narrative of his campaign.
Each of these influencers was acknowledged during the televised Trump victory festivities early Wednesday morning. In a moment of camaraderie, the president-elect took the stage to highlight a close friend: Bryson DeChambeau, a two-time U.S. Open champion and YouTube sensation. Their collaborative 56-minute video, where they enthusiastically referred to each other as “partner” while sharing golf tips, has garnered an impressive nearly 13 million views.
The Nelk Boys were among the online influencers celebrated by Mr. Trump during his victory event on Wednesday.
Credit: Michelle Groskopf for The New York Times
The golfer Bryson DeChambeau, center, made a notable appearance alongside Mr. Trump in a video that achieved remarkable popularity.
Credit: Doug Mills/The New York Times
