Rupert Murdoch’s Twitter Personality, Dissected

News Corp. chairman and chief executive Rupert Murdoch emerges from a meeting with key members of the Bancroft family, who controls Dow Jones & Co., Monday, June 4, 2007 in New York. The family had initially rebuffed Murdoch's $5 billion offer for Dow Jones & Co. in early May, but last Thursday agreed to meet with him. (AP Photo/Jason DeCrow) Photo: Jason DeCrow/AP2007

At first blush, Rupert Murdoch's one-month-old Twitter account appears a comical glimpse into to the whims of an 80-year-old media titan in 140-character spurts. But a case study of the Aussie's feed returned an unexpected result. "By mixing the personal and political, propaganda and plain old rants, he is serving his interests and the interests of his company," writes New York Times media guru David Carr. Murdoch has sounded off on topics ranging from Oscar nominations to U.S. politics — not free of gaffes, but with the benefit of having to answer only to himself. Beware his blackjack advice — Murdoch is the type of guy who will hit on 17.