Political Content and Social Media in Canberra
Everything in Canberra has become content, ranging from performative questions to calculated outbursts and even comments about Kylie Minogue.
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Prime Minister’s Involvement in a Controversial Game
Anthony Albanese likely did not anticipate that his participation in a seemingly lighthearted moment would ignite the most significant controversy of the week.
The prime minister, appearing alongside a stuffed copy of Toto, became embroiled in an avoidable and regrettable controversy when he engaged in a "shag, marry, date" game.
This incident highlights the double-edged nature of the modern media environment, as the political establishment strives to connect with voters who have disengaged from politics.
The Appeal and Risks of New Media Engagement
It is understandable why politicians agree to appear on such shows. Leveraging the popularity and built-in audience of a social media creator, FM radio host, or TikTok feed can help politicians connect with viewers who might otherwise ignore them, allowing them to reveal different facets of their personality. At a time when trust in politicians is low and frustration is high, some people may place value on such appearances.
Nikki Osborne, host of the Bush Deep podcast, has nearly half a million followers on Instagram.
While Osborne, a comedian known for her Steve Irwin-inspired “bushie” outfit, can be risqué, cheeky, and uncouth, Australians tend to be less forgiving of their leaders.
Details of the Controversial Exchange
Albanese should have refrained from participating in the game. Ironically, his initial response was appropriate when he told Osborne,
“I’ve just got married, I’m only six months in”
when asked to rank Kylie Minogue, Nicole Kidman, and Rhonda Burchmore in the 'shag, marry, date' game (which was the less offensive version of a game that often includes more disrespectful categories).
However, after mild encouragement from Osborne—
“but if [marriage] goes tits up, let’s just pretend”
—the prime minister answered "Minogue" for all three categories.
This moment of weakness, a slip in judgment, or a regrettable lapse was not unprecedented in federal politics.
Historical Context and Public Reaction
One is reminded of former Labor Prime Minister Kevin Rudd’s memorable response on Rove McManus’ late-night TV show in 2007, when asked,
“Who would you turn gay for?”
Rudd replied,
“My wife, Therese,”
an answer mocked at the time but one that avoided controversy with both his spouse and the public.
The Betoota Advocate, often a reliable indicator of public sentiment, commented:
“Albo Now Bunking With Toto After Finally Offering Honest Answer To A Question”
accompanied by a photoshopped image of Albanese in the literal doghouse.
When even Barnaby Joyce is publicly expressing disappointment about decorum in office, it signals a precarious situation.
Political Criticism and Advice
One Nation MP Barnaby Joyce advised Albanese that he
“has to be a bit cleverer”
and claimed the prime minister
“fell into a trap [that] a prime minister shouldn’t fall into”.
Joyce stated on Monday,
“We just can’t answer questions like that.”
This is not the first time Albanese has faced criticism for a flippant answer that caused backlash. In February, during a lighthearted lightning round, when asked to describe Grace Tame in one word, Albanese’s response was controversial. He later clarified that he meant she had a difficult life.
Embracing New Media Strategies
Engaging with the new media environment, where a podcast interview about football may attract more fans than a traditional TV interview about policy, is a strategy increasingly employed by Labor and other parties.
This explains why MPs endure awkward moments such as dancing, gritting their teeth through unusual questions, and attending press conferences where digital camera operators outnumber traditional TV cameras.
Everything in Canberra has become content, from performative questions to calculated outbursts.
Host’s Perspective and PM’s Apology
Illustrating this point, Osborne wrote on social media that Albanese is not the only MP to appear on her podcast, stating,
“Wait until you see the next politician … Gotta keep it balanced right?!”
She also praised the prime minister, calling the interview
“bloody hilarious”
despite acknowledging it was
“a massive risk for him”.
Osborne added on Instagram,
“They didn’t ask for approval of the edit. They just let me in, do the craziest political interview ever, then leave with comedy gold.”
Although the interaction was lighthearted, Albanese’s apology is an acknowledgment that he erred. While engaging with new media outlets is both clever marketing and sound politics, the associated risks accompany the potential rewards.
Closing Remarks from the Interview
Early in the interview, Osborne asked Albanese,
“Do you ever roll over in your bed, look at Toto, and go, ‘Bloody hell, we’re not in Kansas now’?”
Albanese responded,
“Absolutely.”
