Eric Wilson, who led digital strategy for Marco Rubio’s presidential campaign, said that Mastriano has likely calculated that a social media first strategy is a smarter use of his time, given the storylines the legacy media are pursuing in covering him.
“The framing of most political journalism is ‘We need to get the contrast, the yes-or-no type questions,’ frequently bringing up topics that aren’t what the candidate is dealing with from voters,” Wilson said. “There’s some frustration there. If this is all about trying to make me look bad, then why would I participate?”
Wilson pointed to the success of Glenn Youngkin, who won the governorship of Virginia last fall, even as he largely ignored major publications like The Washington Post, The Richmond Times-Dispatch and the state’s Associated Press bureau.
“If (candidates) can get the same reach and have control over the message and reduce (their) exposure, that’s a sound strategy,” Wilson said.