Former British Prime Minister Liz Truss has launched a new YouTube show aimed at aligning herself with the Maga movement, an initiative that could reshape her political narrative. In the inaugural episode, Truss pledged to expose “the evil-doers” undermining democracy in Britain, the United States, and Europe. She expressed a desire to explore the Trump revolution as a model for similar changes in the UK.
The show’s debut was marked by a stark declaration from Truss, who claimed that an “international network of leftists” threatens the will of the people. Her message resonated with a segment of the audience eager for alternative political narratives. “We’ll be talking to the leading lights of the Maga movement,” she added, emphasizing her intent to forge connections within this conservative ecosystem. Within the first week, Truss garnered 10,000 subscribers and her first episode attracted 67,000 views, indicating a modest but promising start.
Truss’s venture is supported by John Solomon, a controversial journalist known for his connections to the pro-Trump media landscape. His platform, Just the News, will host Truss’s podcasts. Solomon’s past has been marred by allegations of disseminating false information, particularly regarding the Biden administration’s actions in Ukraine. He has faced scrutiny for his reporting, which has been linked to significant political events, including the impeachment of former President Donald Trump.
The alignment with Solomon signals Truss’s entry into a tightly-knit network that amplifies Maga talking points, addressing themes such as alleged media censorship and the existence of a “deep state,” which Truss blames for her political demise. According to Alex Hinton, a professor at Rutgers University, “Just the News” may not be widely recognized outside of the Maga sphere, but within it, it holds considerable weight.
Truss’s positioning has sparked interest among American observers, who see the potential for her to resonate with a similar audience across the Atlantic. Rob Flaherty, a deputy campaign manager for Vice President Kamala Harris, remarked on the significance of such media ecosystems in shaping political conversations. “The conditions in the UK are similar to what allowed this alternative media ecosystem to thrive here,” he noted.
As she seeks to establish herself in this realm, Truss faces both opportunities and challenges. Her first show included comments intended to appeal to American viewers, such as, “We’re now poorer than Mississippi,” a reference unlikely to resonate with her British audience. Such attempts to bridge cultural gaps could prove difficult as she navigates her new role.
Prominent figures in the Maga movement, including Steve Bannon, have already made appearances on her podcast. Truss’s involvement with these individuals places her within a broader conservative media landscape that often engages in mutual amplification of content. Solomon’s connection to this network could provide Truss with the international exposure she seeks.
The Informing America Foundation has played a crucial role in developing conservative media in the United States, and Solomon’s association with it underscores the strategic nature of Truss’s new endeavor. The foundation has provided funding to various conservative outlets, further solidifying the ecosystem’s reach.
While her previous political career encountered significant obstacles, Truss’s current trajectory could offer her a chance at reinvention. Some commentators are skeptical of her ability to connect effectively with audiences. According to Craig Oliver, former communications chief for David Cameron, successful media figures possess the charisma to engage viewers. “She has never been good at this,” he said, suggesting that Truss’s stilted presentation may hinder her efforts.
Critics warn against underestimating Truss, however. Flaherty pointed out that the alternative media ecosystem has a history of turnaround stories, emphasizing the potential for her to find validation within this political fanbase. As Truss continues to engage with the Maga movement, her future in this new role remains to be seen, but it undoubtedly marks a notable shift in her political strategy.
