Pauline Hanson may be experiencing a sense of schadenfreude over the Coalition’s recent implosion. For decades, the Liberal and National parties have strived to marginalize the One Nation leader while simultaneously adopting her policies and rhetoric. This political dynamic is now shifting, with One Nation polling ahead of the Coalition on primary votes for the first time.
In 1996, Hanson, then an independent MP and former fish and chip shop owner from Ipswich, divided the nation with her maiden speech in parliament, claiming Australia was “in danger of being swamped by Asians.” The Coalition quickly harnessed her populist appeal among white, working-class voters disenchanted with multiculturalism, privatization, and Indigenous reforms, advancing its own agenda on race, immigration, and the culture wars.
John Howard, a former Prime Minister, won four federal elections by capitalizing on One Nation policies while publicly distancing himself from Hanson’s incendiary politics. Hanson first became a significant political force when One Nation secured 11 seats in the 1998 Queensland election. However, a group of conservative powerbrokers led by Liberal MP Tony Abbott later bankrolled a case that led to her imprisonment for electoral fraud in 2003. Her conviction was eventually overturned on appeal.
One Nation’s Rising Influence
Now, two decades later, the political landscape has shifted. The Liberals face an existential crisis, struggling to address modern voter concerns such as climate action and socioeconomic equity. Meanwhile, the Nationals’ identity as the “party of the bush” is fracturing under pressures to adopt Hanson’s hard-right policies. One Nation is filling the void left by the Coalition’s struggles, appealing to rural and regional voters unconvinced by the progressive values of urban-centric parties like the Greens.
Some political analysts predict that One Nation, buoyed by the charisma of its leaders, could emerge as a formidable opposition force by the 2028 election. Hanson’s political journey, marked by her exclusion from power between 1998 and 2016, is now seen as a testament to her resilience and adaptability.
The Role of Digital Media and AI
Hanson’s 2016 election campaign, which was largely ignored by major political parties and media, saw her return to the Senate. Her campaign coincided with Donald Trump’s rise in the United States, leading to comparisons between the two populist figures. Hanson has long been a pioneer in utilizing digital media, predating Trump’s use of social media as a political tool by decades. One Nation was the first Australian party to own a website, and Hanson frequently bypassed mainstream media through online platforms.
In recent elections, Hanson and her team have expanded their digital strategy, using animated videos and social media to engage with voters. This week, One Nation released its first feature film, “A Super Progressive Movie,” which satirizes contemporary social and political issues. The film’s release on Australia Day underscores the party’s commitment to using digital media to influence public opinion.
Right-wing AI “slopaganda” is already normalized in the 24/7 news cycle under Trump. The possibility that One Nation’s similarly pernicious persuasion tactics could win votes in 2028 is increasingly real.
Implications for Australian Politics
The rise of One Nation poses significant challenges for the Labor Party. With One Nation as a potential opponent, Labor may need to align more closely with the Greens and other progressive parties. Voters could face starkly opposing choices, reminiscent of the 1972 campaign led by Gough Whitlam. The political landscape may be defined by debates over climate policy, immigration, and social issues.
As democratic systems face pressure from the rapid advancement of AI and digital media, the potential for algorithmic interference in elections is a growing concern. New research suggests that the 2028 elections could be influenced by AI “bot swarms,” which generate personalized political messages to sway voters.
Hanson’s understanding of digital media positions her to exploit these technological developments. One Nation could deploy AI-driven campaigns to polarize voters and shift the political landscape to the right. This scenario raises questions about the future of Australian democracy and the role of technology in shaping political outcomes.
In conclusion, the political void left by the Coalition’s struggles presents an opportunity for a new kind of populist leader to emerge in Australia. As the nation grapples with the implications of digital media and AI, the coming years will be pivotal in determining the direction of Australian politics.
