Joe Rogan and other unconventional entertainers have captured Australians' attention as they grow disillusioned with mainstream media, but the head of the ABC warns these personalities add to society's ills.
Chair of the Australian Broadcasting Corporation Kim Williams admitted he was not one of the US podcaster's billion viewers but lashed Mr Rogan's class of content creators over the ways they mine views.
"People like Mr Rogan prey on people's vulnerabilities: they prey on fear, they prey on anxiety, they prey on all of the elements that contribute to uncertainty in society," he told the National Press Club on Wednesday.
"They entrepreneur fantasy outcomes and conspiracy outcomes as being a normal part of social narrative - I personally find it deeply repulsive.
"To think that someone has such remarkable power in the United States is something that I look at in disbelief. I'm also absolutely in dismay that this can be a source of public entertainment, when it's really treating the public as plunder for purposes that are really quite malevolent."
A growing number of Australians are turning against media institutions because they feel their needs, stories and perspectives are not being heard, Mr Williams acknowledged.
And as sources of misinformation and disinformation grow thanks to bot farms, AI tools and controversial influencers like Andrew Tate, Australia's media landscape must evolve.
"(Australians) are hurting, their dissatisfaction needs to be taken more seriously - anger can't be allowed to build up until it explodes," he said.
The ABC head called on Australia to invest in the broadcaster and the home-grown media industry so it can provide viewers with the truth.
Investment in the ABC has continued to decline, even though it has produced a growing number of programs and services.
With more money, the broadcaster will be able to do more and gain the trust of more Australians.
"The continuing existence of the ABC as a trusted source of the truth will help save our democracy from the populist damage going on elsewhere," Mr Williams said.
Traditional media outlets across the world have been forced to confront their own weaknesses after alternative entertainment sources like Mr Rogan and controversial Youtuber and boxer Jake Paul were believed to have swayed key voting demographics during the US election.
During his campaign, president-elect Donald Trump appeared on the Joe Rogan Experience, embraced Youtuber Logan Paul, and was gifted a Tesla Cybertruck and Rolex watch on-stream by internet personality Adin Ross.
Democratic rival Kamala Harris also agreed to some non-traditional interviews, appearing on the Call Her Daddy podcast, which has raised questions about mainstream media's diminishing role in public opinion.
But Mr Williams insists institutional news outlets still have an integral part to play.
"We need to challenge Australians to think widely about the world and respond with delight and wonder," he said.
