Trump's Cabinet goes full creator
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RFK Jr. speaks with Andrew Gruel, a chef and local California politician. Screenshot: The Real Food Show on YouTube
Health and Human Services Secretary Robert F. Kennedy Jr. and Transportation Secretary Sean Duffy have both launched YouTube shows in recent weeks, the latest examples of how the Trump administration is redefining how government communicates with the American public.
Why it matters: The White House has bypassed traditional press relations while assuming an unorthodox approach to media that puts itself in the role of content creator.
Zoom in: In "The Real Food Show," Kennedy acts like a celebrity food program host, appearing alongside guests wearing an apron while making healthy meals.
- Duffy's new show, "The Great American Road Trip," features segments that resemble a reality TV program.
- It includes behind-the-scenes footage of Duffy's family talking about personal decisions, like college choices, featured alongside "couch confessional"-type reflections of those interactions.
Between the lines: Other sitting officials have started experimenting with podcasts, which has become more common among elected politicians.
- NIH Director Jay Bhattacharya hosts "The Director's Desk," which mostly features conversations with science professionals about medical progress.
- In addition to his cooking series, Kennedy also hosts the interview show, "The Secretary Kennedy Podcast."
- Former FDA commissioner Marty Makary launched The "FDA Direct" podcast, which he hosted for roughly a year before resigning.
Reality check: Although President Trump — the original reality TV star-turned-politician — successfully built his career off of "The Apprentice" and other media ventures, his Cabinet officials have seen mixed results as content creators.
- Kennedy's Real Food Show is averaging over 175,000 views across three episodes — a healthy number, if not Mr. Beast-like.
- On the other hand, Duffy — a former reality TV star himself — is getting about 7,500 views per video since the six episodes of The Great American Road Trip were released last week.
Zoom out: While previous administrations officials have done one-off influencer collaborations or Reddit AMA conversations, few have ventured into the territory of highly produced video series starring themselves.
- That may be because those projects can be time-consuming and often, expensive to produce.
- The Wall Street Journal notes that several of the sponsors for the non-profit that's funding "The Great American Road Trip" include companies the Transportation Department regulates, including Boeing and Toyota, which have both reportedly donated $1 million to help fund the program.
- A government watchdog group has filed an ethics complaint over possible federal gift, travel, and product promotion rule violations.
- Duffy's wife, Rachel Campos-Duffy, has defended the show's funding, posting on X, "No one in my family - including my husband - were paid to do this." Duffy himself defended the show to senators in a May hearing.
The big picture: For Trump administration officials, personal vlogs and podcasts can serve as an opportunity to use a more casual tone that resembles the president's communication style, with the hope that it will resonate with everyday Americans.
- The White House itself has leaned heavily into creator-style content on its social media accounts, using memes and internet humor used to trumpet mass immigration arrests and the Iran War.
- Podcasters like Kennedy and Makary embraced the role of conversationalists, more often picking the brains of guests than delivering their own curated message.
The bottom line: By putting themselves at the center of their own creative messaging, administration officials are able to sidestep traditional media gatekeepers while appealing to their bosses' messaging style.
Go deeper: Potential 2028 candidates build creator-style media brands
