Quantum PR's Blog

Is The Sun a leader or a follower?

Michael Taylor – Senior Account Executive

Rupert Murdoch’s recent pronouncement on the future of The Sun’s Page Three has set Twitter all a flutter. His comment: “page three so last century! You maybe (sic.) right, don’t know but considering”, suggests a re-think may be in the offing.

For several decades campaigners have pointed to page three as an unsavoury symbol of an outmoded sexist culture. They may feel that Murdoch’s comment, and the subsequent media scrutiny, has brought the conclusion of their cause ever closer. Using social media as a springboard for action has enabled activists to talk to the head of News Corp directly – an unprecedented development on previous generations’ communication channels and their prospects.

Yet Murdoch’s comment also poses the question, is The Sun a leader or a follower? The paper is revered in the UK for its power as “king maker” – its backing at elections is thought to make the difference between success and failure for a political party. Both Tony Blair and David Cameron are said to owe their respective victories to Murdoch’s patronage. Is it really “The Sun wot won it” or is Murdoch just a canny turncoat, poised to change tack to take best advantage as the new wind blows. Is The Sun really the leader that the country follows, or does Murdoch choose when to follow the next leader?

Whether Page Three stays within The Sun’s fold or is axed completely remains to be seen. Murdoch’s tweet may provide a kernel of insight, his proposed “halfway house of glamorous fashionistas.” That could mean almost anything, and maybe that ambiguity is exactly the point – he’s tied to nothing and he’s made no promises. Nevertheless, past experience would suggest that The Sun will become aligned with the majority opinion as a matter of timely expediency, whatever its role in forming that new consensus.