The Sun is probably smarter than you think


On the day that The Sun’s highest paid journalist is sentenced to a jail term for perverting the course of justice the paper decides to attack one of Britain’s National Treasures – Gary Lineker.

What heinous offence did Gary commit that trumps the reporting of one of its own journalists being sentenced to a jail term for perverting the course of justice?

All that Gary did was express an opinion on his private Twitter account. He wanted to show some compassion for the refugees fleeing the war in Syria. To most people, this would be considered normal and decent and in keeping with someone being considered as a National Treasure.

The Sun however had a different agenda and needed to hide the fact that its highest paid journalist had been found guilty of perverting the course of justice. To any rival newspaper, this would be sensational front-page news requiring the journalists to dig out a copy of the Thesaurus to fully express the evil of the perpetrator and his employer.

The Sun needed a metaphorical dead cat to throw onto the table during the conversation and what better pet of the British public to murder and toss casually onto the polished wood than the cuddly Gary Lineker. The move would provoke outrage on the part of decent folk everywhere but also strengthen the relationship between the prejudiced sector of the population and the newspaper.

This is where it gets clever though.

The Sun’s power emanates from its wealth. Its wealth derives from its circulation which is enormous. Advertisers are attracted to the huge circulation and pay big money to access it. The company always sees any furore that attracts eyeballs to The Sun’s content as welcome traffic as it simply convinces advertisers to spend their advertising budget there.

The Sun is currently sponsoring a poll to discover who is the favourite presenter on TV. It invites the public to vote. I’ve seen tweets that encourage people to go to the site and vote for Lineker.

If Lineker wins, this may seem like one in the eye for the media company but the upshot is this; The Sun gets more coverage from this apparent backlash and also acquires legitimacy for the poll it is sponsoring. It wouldn’t even surprise me if it were The Sun itself that came up with the idea of getting people to vote for Lineker.

Liverpool has demonstrated that it can hurt The Sun. It has done this by effectively banning the sale of it in the city. This equates to millions of pounds of lost revenue for the company.

Don’t buy the Sun but don’t acknowledge it either. The thing it hates the most is being ignored*.

*I realise I’m writing about The Sun but I only do so to remind people that its highest paid journalist has recently been sentenced to a jail term for perverting the course of justice and that not engaging with it in any form ultimately destroys it.

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