Matthew Sheffield, a former right-wing media insider, believes that Democrats have been making a massive mistake when it comes to waging information wars.
Writing on X, formerly Twitter, Sheffield explains that the Democrats have flat-out failed to create a media ecosystem that functions in the same way that right-wing media does by creating what he describes as a "partisan ecosystem" whose sole goal is to constantly reinforce negative partisanship among voters.
"Partisan ecosystems make a party's job so much easier in several significant ways," he writes. "They can 24/7 attack the opposition without the candidates sullying themselves. They provide a jobs base that makes it easy for new party members to earn a living."
Sheffield also argues that such ecosystems can "educate reluctant and loyal party members and maintain negative partisanship, meaning that people who dislike the leaders will still vote for the party," which he says was key to former President Donald Trump's 2024 election victory, as there was a significant chunk of voters who voted for him despite personally disliking him.
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Sheffield believes that Democrats have failed to engage with low-information voters who often lack college degrees, which has left them wide open to hear right-wing messages on social media platforms.
"The people who lost the election are the Democratic leaders who have steadfastly refused to invest in advocacy media," Sheffield charged. "The average American is surrounded by partisan brainwashing media. There are now 7 right wing infotainment channels and 1 MSNBC. This is why Harris lost."
Sheffield also thinks that the biggest mistake Democrats are making is relying on political websites and legacy media, while leaving low-information voters at the mercies of social media algorithms.
"Most Americans don't watch TV news or read politics websites," he argued Tuesday. "They turn on YouTube and see what's there. Overwhelmingly what they see is a torrent of right wing sewage. The same exact thing is true in podcasting."