Rupert the bear
Murdoch doesnt have charisma. What he did have was the knack to build up a business to the point where he became very powerful, rich and influential. After that it becomes 'write your own cheques'. Nothing beats being able to hold the balls of a nation, or several, in both hands and be able to squeeze them at will!
You don't become that powerful by being merely a kind hearted philanthropist with a penchant for golf. Capitalism is a game, and ol Rupes has had well over half a century to master it.
As for his ethics, general persona and anything else that is part of him
and his empire? Steaming turds!