It's not a good excercise of responsibility to publish stuff like this, because it affects people's opinions and persepctives.
It's sold as fake (used individual letters for a criminal look the mass media is the real criminals -and also to make it different from the rest of the text).
The monkey is the audience (sorry, monkeys).
The big guy observing represents the mass media as a whole, observing like it is a experiment, looking how the monkey reacts. He is over a black background, in the shadows.
'20p cheaper than the sun' shows how miserable media is, negotiating pences in exchange of the same crappy content. If I don't want to spend more money because I don't mind about the quality of information I read, I'll get the Metro, which is as bad.
In the end they don't care about the damage they produce. They are only there for the money.
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