Hughesy, Karl and co: what happens when celebrities turn political?

Many Australians have observed or heard celebrities like Dave Hughes, Karl Stefanovic, and Kyle Sandilands becoming more active in Australia's political discourse recently. While it is not uncommon for celebrities to voice their opinions, the way they engage in public debate has evolved due to social media. These personalities can shape public opinion even if they don't officially support a political party or attend campaign rallies.

What sets these individuals apart is their unique approach to politics. They often use humor, criticism, and relatable commentary to channel the frustrations of ordinary Australians towards issues such as cost-of-living pressures, housing affordability, and declining trust in political institutions. By positioning themselves as speaking for regular Australians rather than political elites, they tap into the growing trend of non-traditional media consumption.

A study by the University of Canberra's 2026 digital news report reveals that 43% of Australian consumers access news from creators and influencers, with younger demographics being particularly drawn to this form of news. Influencers such as Luke McGregor, who has a degree in economics, have made a name for themselves by focusing on policy discussions rather than partisan politics.

This demonstrates that political influence does not necessarily require an explicit political allegiance. The changing landscape of media consumption, coupled with the increasing reliance on influencers for news, has given rise to the notion that traditional media's credibility may not be sufficient to shape public opinion effectively.

While these celebrities may not change individual votes, their influence lies in shaping the conversations that precede them. By accessing the cultural relationships and credibility they have established with their followers, they can make politicians more relevant to younger audiences and influence the issues that dominate attention.