The Sydney Sweeney controversy has become a lightning rod for discussion, with many left-wing media outlets and online posters jumping on the bandwagon. But what’s behind this phenomenon? The answer lies in the way the media ecosystem functions, particularly when it comes to politics.
A fundamental asymmetry exists between the left’s and right’s information ecosystems. While the right has a well-established machine for spreading its message, Democrats struggle to compete. This is evident in how the Sydney Sweeney ad was picked up by right-wing media figures, who used it to criticize Democrats as being out-of-touch.
The right’s success can be attributed to their understanding of online virality and the power of metanarratives. They recognize that messaging needs to resonate with voters on a personal level, not just be seen as persuasive. This is why organic content from influencers and right-wing creators has become so effective in shaping public perception.
In contrast, Democrats tend to focus on testing messages for their persuasive impact rather than creating an emotional connection with voters. Paid media is used as the last mile, trying to fight against existing perceptions. However, this approach often falls short because it’s too late in the game.
To turn this around, Democrats need to invest in building a communications infrastructure that can create and share content that resonates with their target audience. This requires more than just running “influencer campaigns” – it demands funding, underwriting, and stability for media entities that can push progressive perspectives.
Moreover, Democrats must recognize that politics is not just about slicing and dicing issues but also about forming perceptions. They need to think like the right does, using social media as a testing ground for what has “heat” and working up the ladder to create content that feels native to their audience’s conversations.
There is hope on the horizon, with left-of-center outlets and creators gaining traction online. However, it will take time, investment, and a willingness to adapt to shift the cultural environment around Democrats. By recognizing the limitations of traditional approaches and embracing new strategies, Democrats can create a more effective digital culture war machine.
Source: https://www.politico.com/news/magazine/2025/08/08/sydney-sweeney-republicans-win-media-ecosystem-00497761