The Sun case study

  • Owned by mogul Rupert Murdoch
    • Also owns WSJ, NY Post, HarperCollins,
  • The Sun has backed the winner at every general election since 1979

1992 General Election

  • Backs John Major (C)
  • Against popular opinion, C had been in power for many years (like Rishi Sunak)
  • On election day, Sun has frontpage headline:

It’s The Sun Wot Won It

  • Major struggles in power, with unpopular policy
    • Europe – Maastricht Treaty
    • Poor handling of economy
  • Puts off the Sun and the Mail

1995

  • Tony Blair becomes leader of Lab
  • Flies to Australia to meet Murdoch
  • Traditional C newspaper backs Lab

2024

  • Anti-Sunak

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