It’s genuinely good to see the Sun attacking Labour and supporting the Tories, and to see Lord Mandelson today complaining about bias is risible. However, I don’t want to be churlish ... but ... some aspects of this relationship make me uneasy. I know that many of you are going to roll your eyeballs, but hear me out. Just because the Sun is bad for Labour, doesn’t mean it’s entirely good for us. Here’s why:
First, let’s be realistic. The strategy of the Murdoch media is to find a man on the up (Blair, Cameron, etc), build him up further and destroy his opponents, in order to ride the zeitgeist and maximise its relationship with those in power, for the benefit of Rupert Murdoch’s media empire. There’s nothing wrong or illegal in this, and I don’t share the Guardian readers’ views that Murdoch as the devil incarnate - in many ways he is an impressive man - but he extracts a price, and we don’t yet know what it is.
Second, the Sun’s change of heart changes nothing fundamental. It’s playing catch-up. The Sun’s position, unlike with Mrs T in the 1970s and 80s, is neither radical nor brave. They are following their readers, not leading them – which partly explains the OTT abuse of PM Brown. Third, there’s another reason for the OTT attacks; tabloid power is waining. The Sun needs to maximise its impact on the coming election for political and ad revenue purposes. If the Sun ain’t the story, it’ll hit its bottom line. Hence the reason to dump Brown the day after his speech – all’s fair in love and war (and advertising revenue). The same could yet happen to us. Both the above mean that the Sun has lost a lot of its clout. It’s not as important as it once was.
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