Former President Donald Trump’s newly appointed press secretary, 27-year-old Karoline Leavitt, made her podium debut, signaling a shift in media engagement strategies. Leavitt embraced digital platforms to announce that she would allow the White House briefing room to be opened up to TikTok influencers so she could directly share her message with younger audiences.
Leavitt is a stalwart Trump supporter and political strategist who brings fresh, youthful face to the communications team of the administration. This appointment speaks of Trump’s eagerness to reach out to the Gen Z voter ahead of the 2024 election, by bypassing the traditional news channels through social media.
The move to invite TikTokers into the briefing room has elicited mixed reactions. Supporters view this as a modern approach to openness, while critics put forward the risks of possible misinformation and security concerns related to the Chinese-owned platform.
As Leavitt steps in, her job will be very central to crafting the media narrative around Trump and also his digital profile. The pace at which media is evolving leaves room for Leavitt’s strategy to reimagine political messaging to a much younger audience who are living an increasingly online lifestyle.
