[Video] RTV over social networks because politicians don't need them anymore

RTV Slovenia has launched a campaign targeting social media platforms, arguing that politicians no longer need traditional media channels. The initiative, which includes a video release, highlights the growing influence of social networks in political communication. According to reports, RTV claims that politicians can now directly reach the public through these platforms, bypassing the need for editors, journalists, or television programs altogether. This shift reflects a broader trend in how political messaging is distributed and consumed, with social media becoming a primary tool for direct engagement. The video, released by RTV Slovenia, showcases several examples of politicians using social media to communicate with their audiences. Among them are Zoran Stevanović, Anže Logar, and Jernej Vrtavec. Logar stated in one of the videos, “Skok will deal with this type of crime so that those who committed it will also answer,” while Vrtavec claimed, “I will try my best to resolve the current situation and quickly restore traffic on the motorway junction.” These statements were edited and combined with excerpts from interviews between politicians and RTV journalists, aiming to illustrate how “unpleasant questions” are posed during traditional media interactions. Despite these efforts, the video does not address the case of Robert Golob, a prominent politician who frequently uses social media to share his views and political messages. Unlike others, Golob’s approach has not been portrayed as problematic by RTV. He regularly engages with the public directly, posting his statements and responding to issues in real time, often avoiding the scrutiny of journalists. This contrast suggests that not all politicians are equally affected by the rise of social media, and some continue to leverage these platforms effectively without facing criticism. Traditional media, including RTV Slovenia, once played a central role in shaping public discourse. They acted as gatekeepers, deciding which information reached the audience and how it was presented. However, the emergence of social media has disrupted this model. Politicians can now bypass these intermediaries, reaching millions of viewers instantly. This change has led to a decline in the authority of traditional media, as they lose control over the narrative and the flow of information. The impact of this shift is evident in the statistics. According to data cited by RTV Slovenia, the TV Dnevnik, a popular news program, averaged around 10.5% viewer minutes per episode in the first quarter of 2026, with approximately 199,700 viewers. In contrast, individual political videos on Facebook and other platforms have amassed significantly higher numbers, with some accumulating over 150,000 views within days or weeks. This disparity underscores the changing landscape of political communication, where social media offers greater reach and immediacy than traditional broadcasting. Analysts suggest that the ability of politicians to engage directly with the public through social media has fundamentally altered the dynamics of political discourse. With the power to shape narratives independently, politicians are no longer reliant on traditional media to convey their messages. This evolution challenges the long-standing role of institutions like RTV Slovenia, which must now navigate a rapidly evolving media environment. As digital platforms continue to grow in influence, the relevance of traditional media will likely remain a topic of ongoing debate.