Part 10/14:
Older, more educated, and predominantly Democratic voters tend to consume traditional media such as newspapers and national TV.
Younger men and Republicans are more active online, including social media platforms, podcasts, and streaming services.
This media divide complicates campaign messaging, especially when trying to reach demographic groups less likely to follow mainstream news. Buchanan highlights that the targeted use of online advertising, text messaging, and direct mail is essential to reach voters who are disengaged from traditional media.
He underscores that "non-educated women" are a crucial voting bloc in Virginia—voters who are less exposed to scandal coverage online and therefore more susceptible to campaign messaging delivered via digital channels.