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Monday, April 28, 2008 

Kill your middle-class indecision.

This, along with the John Prescott bulimia story, almost seem like extremely late April Fools:

Middle England is dead, long live midBritain. The publisher of the Daily Mail, long considered the house journal for middle England, has coined the term in an attempt to rebrand what it considers the "offensive" and "outdated" stereotypes associated with its core readership.

This isn't of course the Daily Mail rushing to the defense of its readership. It's instead rushing to the defense of itself.

The results of the group's research, published today, claim that rather than being "old fashioned, narrow-minded and conservative", such people are "interested in others' opinions", are "influential, engaged and vocal", and worry about the economy and the environment. They have a high level of disposable income and are the "ultimate consumers with the power to make or break almost any brand".

Which only goes to prove that when it comes to making yourself look better to researchers, people will say anything. Again though, this isn't about the Daily Mail's readership, it's the Daily Mail saying to anyone and everything, look, you fuck with us, we control these people's minds and we, make no mistake, will fuck you up.

The most distressing "fact" though has to be this one:

Having established that 47% of the population are so-called midBritons

We really are doomed.

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