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Dogs, disinformation and deepfakes: Inside Dutton's meme machine
Dec 9, 2024
Jason Koutsoukis, a special correspondent for The Saturday Paper, dives into the disruptive tactics of political campaign strategies in Australia. He reveals how low-quality memes and innovative digital marketing helped Scott Morrison's government win in 2019. The conversation examines the rise of Topham Guerin, who are now advising Peter Dutton, and the ethical dilemmas posed by deepfakes in politics. Koutsoukis also highlights the challenges faced by the Labor party in their digital battle and the implications for public trust in political discourse.
16:47
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Quick takeaways
- Topham Guerin's strategic use of low-quality memes and deepfakes has revolutionized political campaigning, raising ethical concerns about disinformation in modern politics.
- Their aggressive digital tactics, including emotionally charged content tailored for older voters, highlight the evolving landscape of campaign strategies that opposing parties must now emulate.
Deep dives
The Rise of Topham Gearan
Topham Gearan, a digital creative agency founded by Sean Topham and Ben Gearan in 2016, has emerged as a significant player in political campaigning, particularly for conservative parties. They gained prominence after helping the New Zealand Nationals in the 2017 elections, which led to their hiring by the Liberal Party for Scott Morrison's 2019 re-election campaign. Their strategy revolves around producing high volumes of emotionally charged content quickly, utilizing low-quality memes specifically crafted to resonate with older Australians, a tactic they refer to as the 'boomer memes strategy.' This method proved effective, contributing to Morrison's unexpected victory, which he famously termed a 'miracle.'
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