Washington, United States — From influencer-only briefings to memes of Donald Trump as the pope and a Star Wars Jedi master, the White House is creating its own alternate media reality.

Since Trump's return to the US presidency in January, his team has given right-wing "new media" an increasingly prominent place as it steps up its war on the traditional press.

But now the White House is going a step further, effectively creating its own government-run media operation to stoke up Trump's loyal base.

Last week Press Secretary Karoline Leavitt held three alternative briefings reserved for a hand-picked group of partisan outlets.

These "new media" sessions exist in a parallel universe from the traditional White House briefings, and are held in a special auditorium across the road that reporters cannot access freely.

"I absolutely agree with the premise of your question -- which I usually don't when I take questions at a podium," Leavitt told right-wing activist Jack Posobiec at a briefing on 30 April.

Another question came from Dom Lucre, a proponent of the QAnon right-wing conspiracy theory.

"Is there any possibility for names such as Barack Hussein Obama or Hillary Rodham Clinton to ever just possibly get investigated?" Lucre asked Leavitt.

The White House did not respond to requests for comment on its strategy.

'Echo chamber'

Former reality TV star Trump and his team have had a strong social media game since his first presidency from 2017-2021. 

Then during his 2024 election campaign he reached out to podcasters and influencers, inspired partly by his 19-year-old son Barron.

But the new approach is taking that campaign strategy and putting it at the heart of the US government's communications operation.

News outlet Axios underscored the new strategy, saying that now "Trump's White House is the hottest right-wing media outlet."

That risked creating an "echo chamber," said Sonia Gipson Rankin, a law professor at the University of New Mexico.

Rankin said Trump's unique use of social media, AI images and "direct appeals through partisan influencers" had "created a space of alternate versions of events where governance is not tethered to reality."

"In a second term, the concern is that this echo chamber could become even more insulated," she told AFP.

Last week also saw the launch of the "White House Wire" -- a website designed to look like the low-tech "Drudge Report" but with links to favorable stories and the administration's social media.