Observers have described the CDU’s reaction to the video made by YouTuber Rezo shortly before the European elections as a perfect example of a communications disaster. It is a lesson in what happens if one neglects social media as an important space for public debate – and where inexpert handling of the newly-politicized influencers can lead.
UNICEPTA’s analysis goes one step further: The Rezo video could come to represent a true turning point in media communications. The results show that traditional media found themselves sidelined in the public debate, to the point of nigh-on irrelevance. At this point, Germany was discussing politics (almost) exclusively on social media.
Coverage at times carried clear undertones of astonishment at influencers simply interfering in politics in such a manner. But the new reality is this: climate policy is now also, in part, the affair of gamers with enormous reach. For many of them, the climate crisis is no longer a “media topic”, but perceived to be a close and present danger.
So what lessons can companies learn from the Rezo video? The climate crisis may become a crucial touchstone. Our latest Impulse highlights why they have to be familiar with their own role within political realms, observe developments, and understand the dynamics of communications.