Yep
Worked on Shorten.
Make people physically sick of hearing his name
This is the whole point.
It's all done through the media.
The biggest media outlets ignore the Labor Party unless it's to run a hit piece on them.
This is how the Liberals win and keep power.
Federal Labor has not had the backing of major media since Kevin 07, and it's why he scooted to power. The Liberals have not let that happen since as they got back News Corp, got Seven and have now captured Nine.
The only way for Labor to actually win and then stay in is to get the media. They can either do that or sit in opposition for another 10-20 years. That's just how it is now in Australia.