The 2017 UK General Election heralded the power of ‘new media’ in this country. Newly created hyper-partisan, often pro-Corbyn sites succeeded in reaching more voters than traditional written media. This signalled the end of the dominance of traditional written media and was a pivotal factor in Corbyn outperforming expectations.
Jeremy Corbyn and the Labour team had decided they didn’t need to deal with The Sun, despite it being the country’s biggest-selling paper. Journalists from The Sun were simply excluded from most Labour campaign visits. In return, The Sun relentlessly targeted Corbyn culminating in an eve-of- poll front page showing an image of the Labour leader poking his head out of a load of rubbish under the headline “Don’t chuck Britain in the Cor-bin”.
Ultimately it was Labour leader Jeremy Corbyn who had the last laugh as General Elections results came in, indicating that The Sun did not have the power that it once did.
Why Mike chose this moment...
The 2017 General Election campaign saw hyper-partisan coverage by sites like The Canary outperform traditional media, with articles shared by millions across social media. The most shared article for the campaign was a pro-Corbyn post on a site called Films for Action which was shared 177,000 times and read by 4 million people. The Sun and Daily Mail continued to sell millions of copies daily but their decades-long claim to dominating public opinion had come to an end.