Former UK Prime Minister Liz Truss, known for her brief tenure in office, has launched a new YouTube show aimed at engaging with the conservative media landscape. In her inaugural episode, she committed to exposing what she termed “the evil-doers” undermining democracy in Britain, the United States, and Europe. During her opening monologue, Truss expressed her intent to connect with the MAGA movement, stating, “We’re going to look at the Trump revolution and see how this can be achieved in Britain.”
Truss’s show has already garnered interest, with 10,000 subscribers in its first week and her debut episode attracting 67,000 views. This marks a significant entry into a conservative media ecosystem that is already robust in the UK and beyond. Her partnership with John Solomon, a veteran US journalist and founder of the controversial media platform Just the News, positions her within a network that amplifies MAGA talking points. Solomon has been a prominent figure in right-wing media, having previously faced scrutiny for promoting unverified claims during the Trump administration.
The show’s production quality is basic yet competent, reflecting a straightforward approach to media engagement. Truss’s association with Solomon, who has been criticized for disseminating false narratives regarding the Biden administration and Ukraine, raises questions about the reliability of the information presented on her platform. His reporting has been central to significant political events, including the impeachment proceedings against Trump, which stemmed from his requests for Ukraine to investigate the Bidens.
In her efforts to gain traction in the conservative media sphere, Truss has aligned herself with figures like Steve Bannon, known for his influential role within the MAGA movement. Truss has already interviewed Bannon on her podcast, indicating her commitment to cultivating connections within this network. Her strategy appears to be a calculated attempt to leverage the existing conservative media framework to revive her political brand.
The conservative media ecosystem in the UK has been gaining momentum. Alan Finlayson, a professor at the University of East Anglia, noted that this digital landscape knows no borders, allowing ideas and narratives to flow freely between the UK and the US. Other observers, including Rob Flaherty, a deputy campaign manager for Kamala Harris, have remarked on the potential for this ecosystem to influence political discourse internationally, citing parallels between the UK’s current political climate and that of the US.
Truss’s attempt to appeal to an American audience is evident in her references during her show, such as her remark, “We’re now poorer than Mississippi,” a comparison that might resonate more with US viewers than with her British constituents. Her collaboration with Solomon and Just the News is viewed by some as a “media marriage of convenience,” offering both parties an opportunity to expand their reach and influence.
Solomon has been a proponent of building an alternative media network, having played a role in the establishment of the Informing America Foundation (IAF), which funds conservative media initiatives across the US. Despite not having a formal role within IAF, Solomon has claimed that the organization reaches over 120 million Americans monthly.
As Truss continues to navigate her new role within this ecosystem, her effectiveness as a communicator remains under scrutiny. Critics like Craig Oliver, former communications chief for David Cameron, question her ability to capture attention and engage audiences. Nonetheless, Flaherty warns against underestimating Truss’s potential for reinvention within the MAGA universe, highlighting the alternative media’s capacity for fostering comebacks.
Truss’s foray into conservative media reflects a broader trend of political figures leveraging digital platforms to construct and disseminate their narratives. As she seeks to reshape her image, the impact of her association with prominent figures in the MAGA movement will likely play a crucial role in determining her future within the political landscape.
