One Nation’s Barnaby Joyce shouts at his dog. Pauline Hanson sits by a pool with a billionaire.
Is this really news?
Australian National University marketing lecturer Andrew Hughes says no.
Hughes argues Hanson and One Nation have developed a media strategy that more closely resembles a social media playbook: make noise, be different, attract attention and avoid difficult questions.
He says that in an attention-driven world, One Nation strategists have realised that being noisy and unusual captivates the media, generating much-needed exposure while sparing it from the level of scrutiny routinely applied to other political parties.
“One Nation is noise and clicks,” Hughes told us. “Sometimes the media can get played a bit.
