AnDY BURNHAM grew up drenched(湿透的；充满的) in newsprint: as a boy he worked part-time delivering newspapers, and his first job after leaving university was as a reporter (unpaid) on the Middleton Guardian. Since becoming prime minister, he has shown no loyalty to the dead-tree press.(自担任首相以来，他对纸质媒体毫无忠诚。) He has done more interviews with podcasts than with newspapers, and more TikTok stunts(噱头，特技表演) than press conferences.
安迪·伯纳姆在报纸堆中长大：小时候他兼职送报纸，大学毕业后第一份工作是《米德尔顿卫报》的记者（无薪）。自担任首相以来，他对传统纸质媒体毫无忠诚。他接受播客采访的次数多于报纸，在TikTok上的噱头多于新闻发布会。
Every effective leader uses the media of their day. Lord Palmerston, prime minister in the mid-19th century, cultivated so close a relationship with the Morning Post that he would dictate its editorials almost word for word.(帕默斯顿勋爵与《晨邮报》关系密切，几乎逐字口述社论。) Harold Wilson in the 1960s had tickers(滚动新闻条) showing international news updates installed in Downing Street as he brought government communications into the telecoms era. Margaret Thatcher did interviews with publications like Smash Hits, an irreverent(不敬的，无礼的) pop magazine. Sir Tony Blair brought “spin doctors(媒体顾问，公关专家)” into the heart of government to deal with the barrage(连珠炮似的，大量) of coverage demanded by 24-hour news.
每一位高效的领导者都会利用当时代的媒体。19世纪中叶的首相帕默斯顿勋爵与《晨邮报》关系密切，几乎逐字口述其社论。20世纪60年代的哈罗德·威尔逊在唐宁街安装了显示国际新闻更新的滚动条，将政府通信带入电信时代。玛格丽特·撒切尔接受《流行榜》等不敬的流行杂志采访。托尼·布莱尔爵士将“媒体顾问”引入政府核心，以应对24小时新闻带来的铺天盖地的报道。
No wonder(难怪，不足为奇), then, that Mr Burnham has put such effort into a slick(精美的，花哨的) digital offering. He has posted more than one TikTok video a day on average since becoming prime minister. His online clips(视频片段) include ranking classic pub snacks and “ask me anything(问我任何问题（问答活动）)” Q&A sessions. Bad news, too, is delivered on social media. Mr Burnham used a Facebook post to admit problems with a scheme to increase prison capacity by releasing some criminals early.(伯纳姆用Facebook帖子承认计划存在问题。) Many commenters praised the prime minister’s willingness to be open with the public.
因此，难怪伯纳姆先生如此努力打造一套精美的数字化产品。自担任首相以来，他平均每天发布超过一条TikTok视频。他的在线短片包括给经典酒吧小吃排名和“问我任何问题”问答环节。坏消息也在社交媒体上发布。伯纳姆先生用一篇Facebook帖子承认了一项通过提前释放部分罪犯来增加监狱容量的计划存在问题。许多评论者称赞首相愿意对公众坦诚。
The medium and the message
媒介与信息