Back in the day, being a NASCAR fan took real effort. You had to chase drivers – not on X, but literally. Fans would wait by the haulers, flip through Racing Illustrated, or tune in to Sunday broadcasts just to catch a glimpse of their heroes like Dale Earnhardt, Jeff Gordon, or Rusty Wallace. News traveled slowly, and so did opinions. When a driver wrecked out or pulled off a win, the story unfolded through word of mouth, post-race interviews, and Monday morning headlines.

But fast-forward to today, and every moment, mistake, or message from a driver is instantly online for millions to dissect. The sport hasn’t just gone digital. It’s gone viral! And that shift has made life behind the wheel a whole new kind of pressure cooker. Recently, Bubba Wallace’s protégé opened up about what it’s like navigating NASCAR’s online noise, echoing Dale Earnhardt Jr.’s own discomfort.

Dale Jr. and Rajah Caruth raise concerns over NASCAR’s digital era

When Dale Earnhardt Jr. reflects on his final years in NASCAR, he remembers a simpler social media landscape.  He said on the Dale Jr. Download podcast, “When I was finishing my racing career, social media was still very, I would say, generally fun and new,” he recalled. “We were all still taking pictures of our lunch and posting our favorite songs and just talking about all that stuff.”

During the mid and late 2010s, X (formerly Twitter) and Instagram were just beginning to shape NASCAR fandom. Drivers like Dale Jr., Jimmie Johnson, and others used these tools to casually connect with fans, often posting race-day snapshots or behind-the-scenes glimpses of their lives.

But for young racers like Rajah Caruth, that world no longer exists. The 23-year-old NASCAR Truck Series driver, mentored by Bubba Wallace, represents the first generation of drivers to come of age entirely in the social media spotlight. “That’s a good point, especially for a driver like myself that has grown up with this age technology, but also trying to build a brand, build a name for yourself.” Caruth said, echoing Dale Jr.’s thoughts.

Unlike previous generations, Caruth’s every move, on and off the track, plays out under public scrutiny. He’s faced online criticism throughout his rise, often from those questioning his place in NASCAR or attributing his success to diversity programs rather than pure ability. Dale Jr. sympathized with that reality, admitting that social media has become a place for constant critique.

“Now it feels like it’s kind of developed into this place where it’s news and criticism… very loud and very noisy,” Junior said. Platforms that once offered lighthearted fan interactions have evolved into real-time news feeds and debate forums where every race, radio comment, or interview can ignite viral controversy. From Denny Hamlin’s radio rants to Kyle Busch’s fiery exchanges, digital reactions now shape public perception instantly.

Caruth, however, also sees social media’s upside. “You’re up for scrutiny, you’re up for criticism, but also for the good side of things,” he said. It’s both a branding opportunity and a mental challenge essential for building a career in a sport where visibility attracts sponsorship and fan loyalty.

Today, NASCAR drivers use social media to showcase their personalities beyond the track. Dale Jr. connects through his podcast and relatable posts; Bubba Wallace and Kyle Larson share vlogs and causes close to their hearts; Denny Hamlin gives fans glimpses of life off the grid. These digital platforms have made racers cultural figures, but social media has also blurred the line between connection and criticism.

Still, Caruth insists on keeping things in perspective, saying, “It’s a matter of just keeping pushing and not being okay with instant gratification.” It’s a philosophy fitting for a generation of racers learning to navigate both the racetrack and the online noise at full speed.

Rajah Caruth joins Dale Earnhardt Jr. for 2026

Rajah Caruth is set to take a significant step in his NASCAR career by joining JR Motorsports for a part-time schedule in the 2026 NASCAR O’Reilly Auto Parts Series. Caruth will pilot the No. 88 Chevy, backed by HendrickCars.com, which has been a primary sponsor on his Spire entries. While the exact number of races and the full schedule have not yet been revealed, this move marks Caruth’s transition to the highly competitive Xfinity division.

Currently second in the NASCAR Craftsman Truck Series standings for 2025, Caruth has built a solid resume with two wins, nine top-five finishes, and 28 top-10s over his Truck career. He clinched victory at Nashville Superspeedway this year and has shown consistency with 12 top-10 finishes so far this season.

His previous Xfinity Series experience, with 22 starts across various teams including Hendrick Motorsports and Alpha Prime Racing, has prepared him well for this advancement, where he has posted respectable finishes, including two 12th-place results at Martinsville.

JR Motorsports is preparing for a strong 2026 season with a roster already featuring Justin Allgaier, Sammy Smith, Connor Zilisch, and Carson Kvapil. Caruth’s addition to the No. 88 car complements the team’s strategy of combining veteran talent and emerging stars in hopes of championship success. This partnership with JR Motorsports and HendrickCars.com provides Caruth with a solid platform to showcase his abilities and build his racing brand further.

This opportunity comes at a pivotal moment as Caruth continues to mature as a driver, and his performance in the Xfinity Series could accelerate his trajectory towards a full-time Cup Series ride. NASCAR fans will be keen to track his progress in the part-time schedule and watch how he leverages this chance to make a significant impact in NASCAR’s second-tier series.