It has been another good week for Robert Jenrick. At a time when many of the shadow cabinet are struggling to make an impact, his video on fare-dodging in London has certainly caused a stir. The 58-second clip – in which Jenrick, like some Tory Batman, accosts Tube passengers walking through barriers – has now been viewed nearly 15 million times. It prompted a Newsnight discussion, acres of coverage and begrudging private praise from opposition politicians too.
Such videos are not some mere fluke but rather, the product of much time and effort by Jenrick and his aides. He has learned from masters of the craft like Pierre Poilievre, the leader of the Canadian Conservatives. Polievre believed in trial-and-error, going from homespun YouTube clips in 2020 to producing slick mini-documentaries by 2023. Similarly, Jenrick has built a team sophisticated in identifying zeitgeist issues, crafting snappy narratives and packaging them online in a way designed to go viral on X, TikTok and Facebook.
Britain’s best politics newsletters
You get two free articles each week when you sign up to The Spectator’s emails.
Already a subscriber? Log in
Comments
Join the debate for just $5 for 3 months
Be part of the conversation with other Spectator readers by getting your first three months for $5.
UNLOCK ACCESS Just $5 for 3 monthsAlready a subscriber? Log in